Over the next six months, India Media Exchange (IMX) will be transformed and renamed as VivaKi Exchange. The Publicis owned IMX is a consolidated media buying arm of Starcom MediaVest Group, Zenith Optimedia and Solutions Digitas.

The re-branding will be executed simultaneously in India, China and other parts of the world, where media exchanges are live.

VivaKi will focus on digital and will do a lot more of digital media buying as compared to IMX. Presently, digital comprises less than 10 per cent of the total media buying deals carried out through IMX, while 90 per cent of media buying is in the traditional media space.

The objective is to constitute more than 20 per cent of the total media buying from digital buying.

VivaKi will introduce a few search marketing tools to assist advertisers in paid search advertising; mobile advertising tools to place SMS and MMS ads; and social media marketing tools to help advertisers to place ads on social networking sites. Some analytical tools will also be made available to pull data from the online ad server to achieve better targeting.

All the tools will be launched under the VivaKi Nerve Center (VNC) banner, the research and technology development arm of VivaKi.