Starcom MediaVest Group (SMG) India’s Analytics Centre of Excellence’s paper, titled ‘Evaluating Role & ROI of Emerging Media in Comparison with Traditional Offline Media’, has been accepted at the ESOMAR 2014 APAC conference in Jakarta.
Speaking about the shortlist, Aarti Bharadwaj, who heads the Analytics COE, said, “This is a proud moment for our team. ESOMAR is a body of subject matter experts. Only work that meets stringent criteria of technical excellence and real world application makes the cut.”
The paper centres around using non-linear analytical techniques to capture the inter-dependencies amongst various marketing investment channels. Many developing Asian economies still question the efficacy of digital and social media. Conventional offline media is the preferred advertising choice because of its higher penetration and legacy. Also, it is a widespread belief that advertising builds brand salience, but does not drive hard business.
SMG built customised models for clients in India and Malaysia to show that advertising drives business revenue in addition to brand salience and ratified the contribution of emerging media. The study juxtaposed digital contribution with offline to enable informed comparison between the two. This led them to overhaul their media strategy towards a more inclusive media mix. The study also proved scalability and flexibility of the methodology by applying it across industry verticals, banking and telecom.
ESOMAR was founded in 1948 to promote the value of market and opinion research in effective decision-making and is, today, among the leading forums encouraging, advancing and elevating market research worldwide. ESOMAR facilitates an on-going dialogue with its 4,900 members, in over 130 countries, through the promotion of a comprehensive program of industry specific and thematic conferences, publications and best practice guidelines. The Conference, ‘Celebrating Asian Creativity’, focuses on the uniqueness of the region while exploring how research can inspire local innovation to drive long-term prosperity across markets, economies and industries.