Economy

BARC India ropes in Nielsen for Digital Measurement

Our Bureau Mumbai | Updated on January 11, 2018 Published on July 04, 2017

BARC India has appointed Nielsen India as its primary digital measurement partner. Nielsen will fuse its global experience with India-specific adaptations to meet the needs of the Indian market.

Nielsen will be the technology partner for BARC India’s digital measurement. It will help integrate the TV and digital service eventually.

BARC kick-started the process of identifying a digital measurement provider last year.

“After a rigorous proof of concept (POC) testing was conducted with 3 shortlisted companies across 3-6 months following which Nielsen was selected on the strength of its demonstrated capabilities. Barc India’s digital products will be powered by Nielsen, which will help integrate the TV and Digital service eventually,” the company said in a statement.

The first product to be launched after the integration with Nielsen is EKAM Pulse.

Pulse, which will measure video advertising campaigns to enable daily evaluation and optimisation opportunities on more impactful return on investment (ROI)metrics, is likely to be launched by the end of the year.

In order to meet the needs and challenges of digital measurement, BARC India has been guided by its Digital Technical Committee which has representation from all major players in the sector including Google, Facebook, Hotstar, Voot, Ditto, P&G, HUL, Group M, IPG and Omnicom Media Group.

“With lack of common trusted and transactable digital metrics, publishers and agencies use differently defined metrics and measures of success of the ad or content being placed on the platform. There is a need for uniformity where all sides of industry are in agreement on the right metrics, measures and definitions. Digital measurement methods are still evolving globally,” said Partho Dasgupta, CEO, BARC India.

"Most Indians who are getting online today, are using a mobile device to do so and, 92per cent of the smartphone users are using video streaming services. These consumers will drive digital ad spends of marketers in India, likely to get close to Rs 30,000 crore by 2020. Measuring this explosion and building a currency around this to understand the reach and ROI of the marketer's most important future spend is an imperative," said Steve Hasker, Global President and CEO, Nielsen.

Published on July 04, 2017
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