MEDIA-I: Brandfit offers qualitative planning

NEW DELHI: Agencyfaqs, India's advertising news portal, has developed a proprietary qualitative media selection model for the internet to fill what it says is a gap in the market. It noted that although media players have a number of choices, there is little in the way of qualitative information to assist in media selection on the basis of the editorial fit between brand and media vehicle. It said this gap meant that major advertising opportunities in key publications could be lost. Sandeep Vij, Agencyfaqs' media planner, created Brandfit as an online qualitative media selection model. "Brandfit's 2,000 registrants are media planners, brand managers and other media-related professionals. Overseas representation in the registrant database is small, but there is a relevant number from Dubai, Jakarta, Hong Kong and Sydney. They include public relations companies, media buying houses, brand managers and media planners." Vij said Brandfit offers three search modules and a comprehensive look into the print media in key Indian languages. Sanjoy Chakrabarty, media services director and vice-president MindShare India, said that Brandfit would add a new dimension to media planning and media placement. Anita Nayyar, associate vice-president, Media Grey, India, added: "Brandfit ensures a brand's presence in the relevant ambience and environment. The probability of the ad being noticed and read should at least increase by between five and 10 per cent."

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