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Shashi Sinha and Jonah Goodhart discuss measurement at Ad Club’s media review

While IPG Mediabrands’ Sinha zeroed on single source data, Moat’s Goodhart emphasised on fetching more attention and viewability challenged on the digital front

BestMediaInfo Bureau | Mumbai | October 14, 2016

Shashi Sinha and Jonah Goodhart Shashi Sinha and Jonah Goodhart

The Advertising Club’s annual Media Review, held in Mumbai yesterday, saw the who’s who of the industry. The topic of discussion was ‘All you need to know about ad measurement in the digital advertising industry’. The two prominent stalwart of the industry who presented their views on the topic were Jonah Goodhart, CEO and Co-Founder, Moat and Shashi Sinha, CEO, IPG Mediabrands India. Sinha spoke on ‘Growing India’s Adex with measurement’ and Goodhart spoke on ‘Viewability: The big challenge of digital measurement’.

Sharing his views on the measurement metrics, challenges and possible solution for the industry, Sinha said that marketers in today’s time need quantified results. So, whenever one can give a better metrics of performance in whichever form; it can help a CMO justify the results. At the end of the day, with the help of measurement, we are aiding our clients who are our custodian.

He also emphasised on the point that we cannot be in better position than now in India in terms of measurement standpoint. There are three measurement bodies that have made our work a bit easy. There is this television measurement BARC, IRS (Indian Readership Data) and digital is a frontier coming from both BARC and ABC (Audit Bureau of Circulation)

Sinha said, “The problem that we are dealing today and which is also inevitable is that there are a lot of disruptions on the digital front that has become difficult to measure.  Digital can be measured well with the help of big data. It is challenging but I am very hopeful that data and the data pooling might change the measurement scenario in one or two years down the line.”

“ABC is testing the publishing side of digital and big publishing houses are testing and tagging their sites and again here big data has a role to play,” added Sinha.

Sinha pointed out one very important solution for digital measurement that can benefit marketers is that if we can manage single source data then that would be of great help. He added, “That would facilitate planning and in lot more terms of analysis, which will ensure a CMO that he is taking the right decision and to talk about the decisions that are taking place internally. But I believe in the interim there could be a short term measure, which may not be single source, but we can pick up multiple data points and do data fusion to get going. Data from IRS, BARC and ABC bodies can be linked to a single source.”

He further strengthened his point by saying, “In 2017, when BARC will be ready with the next round of baseline and of course IRS will be up and running, we could have a common pool of baselines. From a master research, we can get all the demographics and single things and then you can cut it to cross leaderships and setting up panels and so forth. I hope resources come together and the industry responds.”

According to Sinha, a common currency is a necessity. Different metrics are used to measure different media. Digital measurement works on more advanced metrics. CPT can be the new metric. TV buying should move from CPRP to CPT as CPRP, the buying metric for TV has outlived its utility. Low CPT in India presents a big opportunity to drive growth.

After Sinha, Goodhart started off by saying that advertising is all about storytelling and how do we do it the world that all about digital. Most of the money in the ad world is spent on branding. A lot of money is spent on digital branding these days.

Goodhart said, “There is no single way of measuring success on digital for brand advertisers because branding takes time. You don’t see an ad today and instantly like or judge it. Branding is an exercise in creating trust.”

Even after people are increasingly spending more time on digital devices, most of the sales happen offline that online and figuring out how these two worlds come together is absolutely critical.

Marketers are still willing to spend a huge sum of money on television. But the amount of time people spend on digital has increased. Consumer behaviour is changing drastically.

Goodhart said, “It has become critical to measure digital advertisement in India with the increase in digital consumption. It has become important to measure TV and digital together than separate entities.

Talking about the challenges, Goodhart commented, “We have structural challenges that need to be fixed. Ad viewability is important. If you can’t see an ad, then it is of no value. Even if an ad is viewable, it doesn’t mean it is effective. The scarcest resource every consumer in every country has is attention.”

He further elaborated that another challenge that digital measurement faces is fake bots that generate viewability and fake inventories. People generate billion of dollars with fake traffic. Thirdly, and the last challenge that digital measurement faces is ad blocking. Ad blockers are on a rise. There are a few websites that already have an option of ad blocking. Globally one out of five websites offer ad blocking.

He concluded, “The actual solution is to check the effectiveness by getting more attention on an ad.”

The Presenting Sponsor for the Ad Club’s Media Review 2016 was Colors.

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