Via E mail:

Vibrancy of local advertising emphasised

Varuni Amunugama, TRIAD JOINT MD

Triad, the 100 per cent local agency won accolade at the Chillies awards ceremony winning the only Gold that was on offer.

Triad, an agency started by two law graduates Dilith Jayaweera and Varuni Amunugama Fernando created history by growing a fledgling agency to one with an annual billing in excess of Rs. 1 billion, within a short span of fifteen years. Triad leverages on local insight based advertising and count this as one of its key competencies.

Ms. Amunugama elaborates the insight of local advertising industry via Daily News e-mail.

How is the local advertising industry? Its very vibrant and local agencies too are also sharing a major piece of revenue along with the multi nationals.

The local agencies have the advantage of insight base of advertising which gives a message on its maximum impact. Api Venuwen Api created for the security forces is one example.

Is the advertising revenue increasing?

Sadly no. This is because adverting budgets of clients are curtailed due to high overheads for them. When it comes to ‘cost cutting’ the first thing that is pruned down by companies is the advertising budget. Therefore the onus is with the agencies to go out and find more clients.

How do you see the future of the local advertising industry?

I think more small-time local based agencies would keep on consolidating. They have the advantage as they pay more respect to the local culture.

The multi nationals too would have their share of opportunities, as there are multi national companies in Sri Lanka.

What is the medium where highest advertising revenue is being spent?

Television is the most popular advertising medium in Asia. This is because there is culture created for television and this is a new life style. One may be surprised to note that even furniture is being arranged in living rooms to have a better glimpse of the television.

How effective is the outdoor advertising?

It’s very effective and there is definitely something more to think on bill boards rather than what it displays. People think more than what is spelt on the board.

How important is mobile advertising?

This is a new medium that is fast picking up and major share of advertising would be channelled through SMS, Mobile and internet in the future.