Ten Years of TMA- In Conversation with the Partners

Over the past 10 years The Media Ant has had the privilege of working with some of the most loyal and valued partners, who have now become an integral part of our success story. We would not only like to share our words of gratitude towards them, but also appreciate them for their constant support throughout these years.

As we complete 10 years in the industry, we can’t help but look back to the good old days when we first started working together. Over the years, we, with our incredible partners, have seen the business scenario change.

So, on this special occasion, we reached out to some of our clients and vendor partners, in search of a story they can share with us- about their journey these past 10 years. In this 3 part series, we will be taking a dive down the memory lane and sharing the experiences of three of our very special partners with whom we’ve had the privilege of working.

PART 1

To begin with, we would like to extend our sincere gratitude to Dharma Teja Gorrepati (CEO, NineStar Suzuki) who took some time to reminisce about the past decade in the industry and working with The Media Ant. Here’s what he had to say-

1. Where were you in your professional journey in the year 2012? 

Those were the times when I had just quit my job and started NineStar. The dealership was being set up and things were getting ready for inauguration.

2. In your opinion, what are the 3 major events/developments that have shaped your field in the last 10 years.

The major events that I can think of are-

  • Rise on cost of ownership- BS3- BS6.
  • An increased online research for decision making.
  • More options on the electric vehicles in the recent past.

3. How has your experience been with The Media Ant?

NineStar Suzuki’s media buying has always been with TMA. What we really like about them is the consultative approach that they have with their clients. They are always up to date with the latest trends and it’s impact on the market, which helps us in making an informed decision regarding which media platform to choose.

PART 2

Another remarkable client of ours to whom we would like to extend our sincere gratitude to, is, Swapnil Ravindran (Head of Sales- South, InMobi). It has been a privilege working with him and we owe him a big thanks for standing with The Media Ant through thick and thin.

1. Where were you in your professional journey in the year 2012? 

I was at Hindustan Times heading the Bangalore branch. Great times, where print was in its hey days and cornered substantial ad budgets for Delhi and Mumbai.

2. In your opinion, what are the 3 major events/developments that have shaped your field in the last 10 years.

There has been a massive shift on how media is perceived and bought. Digital was still a small contributor in the ad pie 10 years ago but there has been a metamorphic change  with it now competing  with TV for the largest ad pie. It has also enabled interactive media and bolstered credibility with Influencer media and commerce. There is a lot more today beyond search and social media. OTT’s too have enabled personal devices and connected TV.

3. How do you think media buying has changed in the last decade? Do you think The Media Ant had any role to play in it?

Media buying has changed significantly with a lot more tools in the digital arena and a multitude of measurement partners across digital and TV. While print, OOH and Radio has lagged in this aspect , the other media entities have added a lot more buying tools. Media ant has obviously played a significant role in this by making all media assets in the form of a ready reckoner on their website. They have certainly demystified buying and brought lot more transparency to the buying process.

PART 3

Last but certainly not the least, we would like to extend our sincere gratitude to Subrato Patro (General Manager, Outdoor Advertising Professionals) who has been with us since the last decade. We hope this partnership goes on for the next many successful years to come. It has been an absolute privilege working with him all this while.

1. Where were you in your professional journey in the year 2012? 

With experience of 7 years in Space selling, I entered the world of Radio in 2011 and during that time, we met The Media Ant and started a new journey together, which is still running smoothly.

2. In your opinion, what are the 3 major events/developments that have shaped your field in the last 10 years.

Advertising industry has seen a major shift when it comes to digital advertising. With the startup fever catching on, the spends in marketing has been increasing over the past few years. Due to the throat-cut competition, brands who have never advertised before have been pushed into advertising.

3. How has your experience been with The Media Ant?

The Media Ant helped advertisers by making ad rates accessible to all via their website against the old practice of advertisers having to call. They have a very useful/informative website. Congratulations to the team on completing 10 successful years in the industry and also for their INS accreditation.

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