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Industry players welcome ViziSense’s AdView with cautious optimism

02-February-2010
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Industry players welcome ViziSense’s AdView with cautious optimism

ViziSense, one of India’s leading online audience measurement and analytics platform, announced last month the beta launch of AdView, touted as India’s first online advertising monitoring and analysis tool. AdView aims to provide insight into the online advertising by tracking online spends at multiple levels, namely advertisers, publishers, online verticals and display ad creatives.

While this tool is said to help advertisers find out who is spending what online, it will also help publishers find out which publisher is getting what kind of advertisement. AdView is targeted at agencies, advertisers and publishers for insight into online advertising trends, competitive benchmarking and campaign-level execution across the Indian online space. The product will be available through subscription, which will be available within a month of the launch.

In conversation with exchange4media, Amit Bhartiya, Business Head, ViziSense, said, “There was always a requirement in the online industry to have a tool like AdView, an online advertising monitoring and analysis tool, which tells you who is spending online, where is he spending online, and how is he spending online. One of the biggest challenges faced by advertisers and agencies is that they do not know how to benchmark whether their advertising spends are enough, large or small. My message is that here is the best way to get more accurate about data, around competition, campaigns and even around publisher inventory.”

Experts’ views

The online industry in India is estimated to be around Rs 700-800 crore, which is a mere 3 per cent of the total advertising market in India. While most of the mediums have a tool that provides 24x7 monitoring of data and analysis of advertising expenditures of that medium, the online industry had this long-felt need for a similar tool that would help further growth of the online advertising industry in India.

When asked to comment on ViziSense’s AdView, Anurag Gupta, Managing Director, DGM India, said, “It seems to be a good initiative. India is a very ‘under-mapped/ under-monitored’ market when it comes to online advertising. We do not have third party tools like we have in the offline advertising measurement – TAM, INTAM, IRS, NRS, etc. We need some measurement metrics that become gold standard for the industry.”

According to Sandeep Singh, Business Head, Quasar, “Yes, there is a need for measurement for sure as it will add more credibility to the medium. The success will depend on what this tool will help you monitor and measure. The digital advertising environment is complex, where a typical campaign will have a mix of inventory bought on different parameters – CPM, CPC, CPL, etc. – and each one’s efficacy is also evaluated differently. It will be good if the tool helps find out a campaign’s overall reach and effectiveness with a single currency. From monitoring perspective, it will lend more credibility to the deliveries from digital campaigns and hopefully, the measure will move from clicks and leads to reach and impact.”

Prasanth Mohanachandran, Executive Director - Digital Services, Neo@Ogilvy, noted, “Yes, there is a need for such a tool in online advertising, and this is something the industry has been waiting for a long time. However, the only question will be how valid the tool is going to be. Somebody has to make a start and it’s a good start. Online advertising in India is growing rapidly, and the same trend will continue in 2010 as there is no question of slowing down.”

Though industry players have welcomed this initiative by ViziSense, but as Singh of Quasar put it, “While this tool may increase the credibility of online advertising among marketers, it depends on how comprehensively AdView is able to monitor such complex environment”.

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