ISA working with BARC to form cross-screen measurement system: Sunil Kataria

Indian Society of Advertisers is working with BARC to create a cross-screen measurement system, said Sunil Kataria, Chairman, ISA and CEO – India and SAARC, Raymond Lifestyle, at the third edition of ISA Global CEO Conference on ‘VUCA 2.0: Transforming Organisations and Brands’.

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He added, “Currently, the cross-screen measurement system is the most important need of the advertisers in India and globally.”

He then went on to say that ISA is actively working on emerging media industry challenges such as brand suitability, viewability, supply chain transparency and ad fraud, as enshrined by the World Federation of Advertisers in their global media charter guidance.

He also shared with the audience that ISA has collaborated with Global Alliance for Responsible Media (GARM) on brand safety. 

On ISA’s partnership with GARM, Kataria said, “As you may be aware, GARM has 90% of the world's advertisers as partners to ensure a safe environment for the brand.”

Kataria emphasised that over the years, ISA has played an important role in taking up advertisers’ causes and supporting them in areas related to advertising service tax set-off, media measurement, and media transparency to name a few. “Conscious of the fact that smaller advertisers do not have access to resources and structures, we have strengthened our drive to educate them on areas like creative ability, media buying, media planning and other such important areas, through periodic webinars and other inputs,” said Kataria. 

ISA was established in 1952. It has been the apex national body for advertisers for 70 years and represents the interests of organisations involved in the Indian advertising, marketing and media industry. ISA members represent a complete spectrum of sectors from FMCG automobiles, Telecom, Consumer durables, Lifestyle and fashion, Financial Services and technology etc. ISA is a founding member of the World Federation of Advertisers and BARC, and it played a pivotal role in the propagation of self-regulation by advertisers and helped in setting up ASCI. 

He concluded, “Advertising plays a very critical role in driving demand and consumption in the economy and ISA is committed to working with industry partners like IBF, INS, AAAI and ASCI to ensure the progress and growth of advertising in a fair, transparent and responsible manner."

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