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Focus on ad viewability and big data at Zee Melt 2016

Media measurement company BARC India will host sessions on ‘Understanding viewability in today’s digital era’ and ‘Role of big data sets in driving ad effectiveness’ at the second edition of event

BestMediaInfo Bureau | Mumbai | August 25, 2016

BARC-Partho

After a successful first edition, Kyoorius is back with the second edition of Zee Melt. The event slated to take place at New Delhi from August 26-27 will see the convergence of advertising, digital, media, marketing and emerging technologies.

BARC India will host two sessions -- ‘Understanding viewability in today’s digital era’ and ‘Role of big data sets in driving ad effectiveness’ -- at the event. A host of other sessions, workshops and conferences for different sets of audiences would be organised based on the four pillars of learning, networking, showcase and celebration.

“While ‘ad viewability’ and ‘big data’ are currently the two most talked-about topics, the understanding on them is still limited. Through the sessions, we are aiming at informing and educating the audience about their importance and to give a world view,” said Partho Dasgupta, CEO, BARC India.

The session on ‘Understanding viewability in today’s digital era’ will focus on the current global standard metrics used in digital measurement with respect to ad effectiveness, ad viewability and digital ROI. The speakers are Brian Murphy, VP, Product Management, Integral Ad Science; Paul Goode, SVP, Strategic Partnerships, comScore; Guy Barbier, Business Lead of India, Moat and Partho Dasgupta, CEO, BARC India.

The second session, ‘Role of big data sets in driving ad effectiveness’, will look at the new tool named ‘big data’ being used by broadcasters, agencies and advertisers to understand their audiences better. The session that will have Bjoern Kroog, Global Head POS Analytics and Integrated Market Intelligence, GfK; Sukanyya Misra, Senior Vice-President, Mastercard Advisors Shared Services, India and Romil Ramgarhia, Chief Business Officer, BARC India, aims at understanding the importance of marketing decisions backed by big data.

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