Chennai: ZenithOptimedia, a global media services agency, has launched Zed Digital India, its full service interactive and digital unit.

Zed Digital''s capabilities extend beyond interactive media buying into the full array of digital communications. The applications cover a range of services from online media, search engine and e-mail marketing, to technology development and hosting, interactive kiosks and signage, and e-commerce retail, as well as across the PC, mobile, OOH (out of home) and TV platforms.

The new entity will track all digital activities from conceptualisation to the execution stages and will provide for continuous monitoring and evaluation across each step with corrective action if required

According to Steve King, Worldwide CEO, ZenithOptimedia, "In an increasingly fragmented consumer mediascape where consumers are editors and not passive receivers of media, going digital is an obvious route to enhancing the ROI of our clients marketing budgets, in one of the most exciting markets of the new world."

By virtue of its international alliances, the company already has HP, L''Oreal, British Airways amongst key clients, working in this integrated arena. Whilst taking advantage of its parent company''s positioning to ensure best in class service for common clients, the new entity is designed to create exciting opportunities for direct business.

Senior vice president Vineet Mathur who will report to CEO India, ZenithOptimedia Ambika Srivastava, will spearhead zed Digital India.

According to ZenithOptimedia recent forecast, global Internet advertising spend will grow by 28.2 per cent in 2007, at the same time ad spending in other media will grow by only 3.9 per cent. In other words, online ad spending will grow seven times faster. Zenith Optimedia also projects that the Internet''s share of worldwide total ad spending will increase from 5.8 per cent in 2006 to 8.6 per cent in 2009, overtaking other media such as radio and cinema.

In India, ZenithOptimedia predicts online expenditure will increase threefold to over Rs. 700 crores within two years.