Thursday, May 15, 2025
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit
MediaNews4U.com
Home Featured

Goafest 2023: Real time cross-channel measurement in focus

It can come about across linear and connected TVs and all digital touch points with collaboration and exchange of data among stakeholders, contended speakers.

by Riya Sethi
May 25, 2023
in Featured, Exclusive
Reading Time: 3 mins read
A A
Goafest 2023: Real time cross-channel measurement in focus
Share Share ShareShare

What is the point of audience measurement data that is available a week or nine days later? How does it help in planning? Wouldn’t data in real time across connected devices enable better media planning, and also help broadcasters and publishers realise more value? 

ADVERTISEMENT

While those valid points were discussed as the gateways to the future, they will come about only with collaboration across players. That was the consensus at the end of the opening session on day two of Goafest 2023 moderated by Rajdeep Sardesai, Consulting Editor, India Today, on ‘Future of Connected Devices and Cross Channel Measurement.’ 

The panel comprised Geet Lulla, VP of Sales & Head, Asia Pacific, Comscore; Pankaj Krishna, Founder & CEO, Chrome DM and Salil Kumar, CEO, India Today Group Digital.

The session focused on TV and digital measurement and monetisation challenges on digital, among other factors.

Talking about how audiences are becoming more device-agnostic, Krishna said, “As you move from cable and satellite which was the conventional means of broadcast, to digital, consumption definitely gets device agnostic but depending on the kind of content. If you are watching a match and if you have access to a 50 inch TV versus a 10 inch mobile phone, you’d prefer a TV.”

He cited some statistics on the incremental reach via digital through three channels: browsers (223 mn), mobile devices (619 mn) and connected TVs (22.1 mn). 

“As far as measurement is concerned, there are three forms – browsers, mobile phones and connected TVs. All of them are exponentially growing. Practically everyone has a mobile phone and connected TVs are standing at 22 million. So the numbers are exploding,” he added.

Commenting on measurement, Lulla, noted, “The reality today is that we are moving away from the monolithic approach in advertising to a very very fragmented one. The measurement needs to be done very accurately, with high fidelity. You need to do it in a timely manner and need to report it more frequently than monthly, for example.”

Lulla explained how social media in a way is amplifying what is being shown on the devices. He said, “We have multiple datasets. Data, by itself, is meaningless. What you need with data is context and that’s the context that social provides, which some of the traditional means do not. The important thing about all brands, advertisers, marketers, publishers is to heavily look at what the social data is. Today, first-party data is the future, we are not going to be able to use third-party cookies and third-party data for much longer.”

Krishna pointed out statistics that showed that the yield on digital was roughly a third of what a cost per thousand was on television. Kumar concurred that this was in line with the experience of the group.

On how challenging it is to monetise data, Kumar added, “We are constantly seeing CPMs are actually on a decline. What we are seeing on Smart TV or connected devices, the conversation today is more about what series are you watching, it’s not the channel. Your loyalty towards the programme is there and then you find the OTT.”

On a concluding note, the panelists agreed that collaboration was the key and it is only by getting data from all stakeholders can publishers effectively monetise the same. 

Tags: Chrome DMComScoreConnected TVGeet LullaGoafest 2023India Today Group DigitalPankaj KrishnaRiya SethiSalil Kumar

RECENT POSTS

“India Deserves a World-Class Homegrown Marketing Partner”: Shekar Swamy on R K Swamy’s New Consulting Group
Exclusive

“India Deserves a World-Class Homegrown Marketing Partner”: Shekar Swamy on R K Swamy’s New Consulting Group

May 15, 2025
0

Mumbai: R K Swamy has announced the formation of its brand and marketing consulting group, with a full team in...

Read more
On-ground activations are vital in a brand's holistic strategy like 'Grooming India': Ashutosh Chaudharie, VI-JOHN Group
Exclusive

On-ground activations are vital in a brand’s holistic strategy like ‘Grooming India’: Ashutosh Chaudharie, VI-JOHN Group

May 15, 2025
0

Founded in 1960, Vi-John Group began its journey with a small manufacturing unit focussed on personal care products like a...

Read more
JioHotstar Leads India’s SVOD Market with 26% Share in Q1 2025: JustWatch Report
Exclusive

JioHotstar Leads India’s SVOD Market with 26% Share in Q1 2025: JustWatch Report

May 14, 2025
0

Mumbai: The Indian Subscription Video On Demand (SVOD) landscape witnessed a notable reshuffle in Q1 2025, as per data released...

Read more
Consistent marketing nurtures leads, builds credibility, and stays top-of-mind for decision-making: Alok Bhargava, Prudent Insurance Brokers
Exclusive

Consistent marketing nurtures leads, builds credibility, and stays top-of-mind for decision-making: Alok Bhargava, Prudent Insurance Brokers

May 14, 2025
0

Earlier this year, Prudent Insurance Brokers had launched a new year film titled ‘Risk: The Unsung Catalyst of Growth and...

Read more
iCubesWire at 15: Sahil Chopra on Building a Marketing Ecosystem That Moves With the Consumer
Exclusive

iCubesWire at 15: Sahil Chopra on Building a Marketing Ecosystem That Moves With the Consumer

May 13, 2025
0

iCubesWire, founded in 2010 by Sahil Chopra, has evolved from a small email marketing platform to a leading player in...

Read more
The future of marketing relies on blending hyper-personalisation, immersive experiences, and predictive intelligence: Swati Bhargava, CashKaro
Exclusive

The future of marketing relies on blending hyper-personalisation, immersive experiences, and predictive intelligence: Swati Bhargava, CashKaro

May 13, 2025
0

CashKaro, a cashback platform, recently unveiled India’s first-ever Ghibli-style advertisement, delivering a message about the inefficacy of coin-based cashback. The...

Read more

LATEST NEWS

Kuku embarks on international journey with OTT Audio & Video rollout

Kuku embarks on international journey with OTT Audio & Video rollout

May 15, 2025
Baskin Robbins India elevates joy with the launch of Italian Gelatos in Latest Campaign

Baskin Robbins India elevates joy with the launch of Italian Gelatos in Latest Campaign

May 15, 2025

ANALYSIS

IPL 2025 advertising sees 1.4% surge in ad volumes during first 57 matches: TAM Sports Report
Analysis

IPL 2025 advertising sees 1.4% surge in ad volumes during first 57 matches: TAM Sports Report

May 13, 2025
0

Mumbai: The IPL 2025 season has witnessed a robust 1.4% growth in commercial ad volumes during the first 57 matches,...

PEOPLE

SPJ Group appoints Praveen Raina as Executive President for Real Estate Vertical
People

SPJ Group appoints Praveen Raina as Executive President for Real Estate Vertical

May 15, 2025
0

Mumbai: SPJ Group has announced the appointment of Praveen Raina as the Executive President for its real estate vertical, SPJ...

MARKETING

Xiaomi and Tribes Communication Turn Heads with 3D Billboard in Chennai
Marketing

Xiaomi and Tribes Communication Turn Heads with 3D Billboard in Chennai

May 15, 2025
0

Chennai: In a move that pushes the boundaries of out-of-home (OOH) innovation, Tribes Communication has partnered with Xiaomi India to...

Subscribe to Newsletters

ADVERTISING

R K Swamy launches a brand and marketing consulting group
Advertising

R K Swamy launches a brand and marketing consulting group

May 14, 2025
0

Mumbai: R K Swamy has announced the formation of its brand and marketing consulting group with a full team in...

PRINT

Veteran Journalist Vinay Kamath Bids Farewell to BusinessLine After 27 Years
People

Veteran Journalist Vinay Kamath Bids Farewell to BusinessLine After 27 Years

April 30, 2025
0

Chennai: After nearly four decades in journalism and 27 illustrious years at The Hindu BusinessLine, Vinay Kamath, Senior Associate Editor,...

AUTHOR'S CORNER

Bricks, Clicks & Billboards: Redefining Real Estate Marketing for the New-Age Buyer
Authors Corner

Bricks, Clicks & Billboards: Redefining Real Estate Marketing for the New-Age Buyer

May 10, 2025
0

The real estate industry today stands at a fascinating crossroads. It is no longer just about concrete structures, architectural brilliance,...

UPLIFT MEDIANEWS4U DIGITAL PVT LTD
No. 194B , Aram Nagar 2, JP Road,
Versova, Andheri West
Mumbai - 400061

For editorial queries:
[email protected]
[email protected]

For business queries:
Smitha Sapaliga - +91-98337-15455
[email protected]

Recent News

SPJ Group appoints Praveen Raina as Executive President for Real Estate Vertical

SPJ Group appoints Praveen Raina as Executive President for Real Estate Vertical

May 15, 2025
Kuku embarks on international journey with OTT Audio & Video rollout

Kuku embarks on international journey with OTT Audio & Video rollout

May 15, 2025
Baskin Robbins India elevates joy with the launch of Italian Gelatos in Latest Campaign

Baskin Robbins India elevates joy with the launch of Italian Gelatos in Latest Campaign

May 15, 2025

Newsletter

Subscribe to Newsletters

Medianews4u.com © 2019 - 2024 All rights reserved.

  • The South Side Story 2023 Download Report
  • Goafest 2023: Day 3
  • Goafest 2023: Day 2
  • Goafest 2023: Day 1
  • Straight Talk Gallery 2022
  • The South Side Story 2022 Download Report
  • Focus 2022
  • Futurescope Conclave Gallery 2022
  • The South Side Story 2021 Download Report
  • FOCUS 2021
  • Exclusive
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit

Medianews4u.com © 2019 - 2024 All rights reserved.