The most ambitious initiative is www.lastminuteinventory. com, links of london charms first and only online media trading platform. Rupert Murdoch's STAR Group, Subhash Chandra's Zee Group and Bennett, Coleman & Co's Times of India Links of London Duck Charm are equity investors in it alongside Dentsu Communications and Mogae. As the name implies, the site will auction the spare inventory - advertisement slots, in plainspeak - Links of London E Charm media owners are often left with at the last minute. The response has been mixed. "It is a good concept and transparent process and we have used it often. Links of London F Charm owners do not fear their rates getting ruined as they give their spare inventory, the agencies are happy as the client has to go through them," says Mona Jain, COO of VivaKi Exchange, a media investment unit that leverages the combined scale of offline and online media for Publicis Group's Starcom MediaVest, ZenithOptimedia India and Solutions Digitas. But there are others who still do not buy into the argument: "This is not fully compatible with the way media deals are done in the country ... the system mandates that the client has to go through a media agency to buy inventory.
Commentaires