Steuart Henderson Britt – the award-winning Canadian historian, culture critic, filmmaker and musician once famously said, “Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.” Such is the essentiality of advertising for business. However, advertising in itself is only half the job done – it needs the right media platform to create the necessary impact.
Launching an ad campaign on random platforms is again like playing the field in the dark; causing loss of time, effort and money. There are numerous media options available in the market and getting specific information on each of them can be a painful task, involve reaching out to each media company individually. Fortunately, startups like The Media Ant offer a platform for marketers and advertisers to seek insights on all the media options under one roof.
Samir Chaudhary, CEO and cofounder of The Media Ant was a marketer himself and faced similar issues during his stint as the marketing head at redBus. He was working on a marketing campaign with a small budget and could not afford an agency. There are a number of available media options, and sourcing information like price, reach, past examples, case studies was an exhaustive task, and involved calling and meeting people from the media companies. There was no single online platform that could be used. The concept of The Media Ant was conceived then, a virtual marketing manager for the marketing community.
The Ant That Loves Ads
Founded in July 2012 by Samir, Mayank Bidawatka and Mukesh Agrawal, The Media Ant is a discovery platform where media owners and marketing services vendors share their media and services details like reach, pricing and target audience. This information is then freely available to the marketers to access.
Marketers can choose from the various media domains like magazine, newspaper, radio, cinema, outdoor, digital and even inflight. On choosing the right media option and brand, a marketer can directly reach out to the respective media owner to place the ad. Although, it currently doesn’t offer an online payment option to book ads, users can book ad by confirming it online or through email. It even has a discussion platform for marketers to interact and post questions/doubts that other marketers can answer.