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Ad:tech 2015: “Measurement must cover exposure, engagement, consumption”

The challenge lies in providing measurement data in real time and keeping them robust at the same time

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Ad:tech 2015: “Measurement must cover exposure, engagement, consumption”

Ad:tech 2015: “Measurement must cover exposure, engagement, consumption”

The challenge lies in providing measurement data in real time and keeping them robust at the same time

Shanta Saikia | Delhi | March 23, 2015

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The two-day Ad:tech 2015 conference, held in Gurgaon on March 19-20, 2015, focussed on the media and advertising industry dynamics in a digital era. The session on 'Rethinking Media Measurement in Digital Era' saw industry leaders discuss how to tap measurement metrics in the real time world of digital media.

The speakers for the session included LV Krishnan, CEO, TAM Media Research; Maneesha Khanna, VP - Global Procurement, PepsiCo; Prashant Singh, Managing Director - Media, Nielsen; and Sourav Shah, Head of Digital Marketing, AEGON Religare Life Insurance. The session was moderated by Praseed Prasad, National Director - Digital Trading, GroupM.

According to Maneesha Khanna, marketers are changing the way they market products. Given that communication today has shifted from brand to the consumer, there is need to architect consumer response. Data today has to be able to answer the question of ROI and attribute the success of each touchpoint since we operate in a multimedia environment.

While pointing out that products are not consumed online, Sourav Shah said that there was need to understand and measure leads coming from each campaign and prepare an ROI sheet.

TAM's Krishnan called for the need to have one measurement that covered exposure, engagement and consumption. “In the digital world, there are two aspects: Make measurement happen in a better way, and using the Big Data space and projecting it into a wider universe.”

Meanwhile, Prashant Singh pointed out the three Rs of media measurement – Reaching the right consumer, Resonance – whether the content and context of the ad is working well, Reaction in digital – direct response and the outcome. “The question is how to provide data in real time and keep it robust at the same time. In order to make online measurement more robust, there is need to move away from panel based approach to a panel plus universe,” he commented.

Khanna felt that communication strategy was no longer one touchpoint and that believability and credibility have to be built into the measurement. “Finally, everything is about impressions,” she pointed out.

Krishnan added here, “What data does is that it provokes a lot of new ideas. Cross-media comparisons of data lead to incremental increase in spends. The challenge is to get platform owners to utilise that data.” He also said that data was no longer equal across platforms.

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