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."
