With online contributing just 4% of the Indian advertising market, Nielsen expects OCR to be a big boon for marketers
Neha Saraiya | Delhi | March 2, 2012
At the Rich Media Rocks 2012 seminar organised by Microsoft Advertisng in Delhi on Thursday, Farshad Family, Managing Director, Nielsen Media India, gave details about how Nielsen is working on coming out with a robust model for Online Campaign Ratings (OCR) to help marketers and advertisers the efficacy of money spent on digital properties.
Family began his session on ‘A compelling research discussion to understand audience behaviour online towards advertising and also social interactions’ by saying that online converts to only 4 per cent of the Indian advertising market. In today’s scenario, brands face several challenges when it comes to online advertising, like the lack of ‘brand-friendly’ online measurements. “The existing metrics are not really what marketers are looking for. The three key objectives for the introduction of OCR are to make the metrics comparable, real-time and to integrate,” he said.
The key benefits of OCR will be wide ranging – from comparability to providing an insight for planning. It also provides “privacy with specificity”. The OCR model that Nielsen is developing works through various steps including ‘Tag ads’ to ‘counts’ and ‘assign demos’, finally resulting in ‘calculation’ and ‘reporting’. The measurable parameters are quite similar to the TAM ratings for television, he said.
Talking about the rationale behind OCR, Family said, “It brings digital as a medium out of single-digit zone and becomes a bigger part of the thinking of a CMO.”
On the contradiction on the digital front when it comes to US markets, Family said, “The digital marketplace in the US is starting to shift as they see the point in discriminating and thinking about where there money goes.”
OCR has got off to a fast start in the US and is quickly going global, Family said.
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