Rising Star: Girish Menon, Programmatic Trader, Amnet

What drove Girish Menon’s attention towards the advertising world was its power to persuade and influence minds. Presently a programmatic trader at Amnet, Menon soon realised the power of customised ads, which then landed him to the technology side of advertising.

Having received an offer from Exponential during his post-graduation, Menon was ready for his exposure to work across global markets including USA, Australia, Europe and Middle East. He says it was this experience that helped him understand the digital space better. While casually trying his luck last year, he got the opportunity to join Amnet, which he considers his biggest achievement today.

Being part of the trading desk, he said, “I always wanted to work in a firm where my knowledge of technology is being utilised in scenarios that impacted businesses. As a programmatic trader, my role is to use multiple digital technology and data variables creatively to deliver brand solutions.”

Menon said programmatic is gold dust of the advertising industry. People and brand choose specific mediums online and offline on the basis of their marketing needs and individual capacity to run a campaign, wherein programmatic, media is just not limited to digital. Its horizon is open to all other media that can be automated. If used to its full potential, it can be one-stop solution for all marketing needs of a brand. And that is why every day, he finds no dull day at work.

Had not been smitten with the idea of adtech, he would have been exploring something on event management and setting up his own start-up.

Talking about his project with SBI Life last year during the festive season, he said the team had used creative dynamically in a way that built an emotional connect with consumers during festivities. “We got a brilliant result of 86% higher view through rate, a 3X increase in user engagement. It is always fun working during this time.”

Asked about his most challenging project, Menon said it was with ITC when he was handling the personal care segment and a part of the food category. With a requirement to position products differently to different consumer sets, with this campaign he says he learnt a lot — from building the dynamic strategies to implementation.

With his calm nature, he said he is able to take right decisions in adverse situations. But at the same time, he continues, “It is hard for me to say no, because of which sometimes I take more than what I can deliver.” Menon said his parents are the most important and influential people for him.

“Honestly, every human inspires me and I idolise different traits they possess. And somehow I try to imbibe them in my life. However, I would say my parents motivated and supported me through my journey. I admire the hard work they have put into building the amazing childhood and life I have been given,” he concludes.

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