Top Story

e4m_logo.png

Home >> Media - TV >> Article

It’s very short-sighted to say that we’ll get measured only if we’re doing well: Shashi Sinha

23-July-2015
Font Size   16
It’s very short-sighted to say that we’ll get measured only if we’re doing well: Shashi Sinha

At the Ad Club Media Review event, Shashi Sinha, CEO, IPG Mediabrands spoke on the topic of ‘Measurement in Continuous Partial Attention of Audiences’, where he highlighted the need for bringing out a singular measurement system.

He said, “In this country, measurement has nothing to do with the skills of measurement, but in the skills of managing the environment, the stakeholders and people involved with measurement. The need has come for all the stakeholders (across disciplines) to come together and decide to keep their differences aside, because measurement or the lack thereof, is going to hurt the industry. Every measurement system is an independent one, but the time has come for a single source and a simple metrics as single source equals sharper media choices.”

He observed that the measurement industry is facing a lot of challenges as there are shorter split across modes with advent of technology and mediums (attention span is going down), skimming consumption, there is a lack of benchmarks/standards and until and unless the industry is measured, the problems cannot be controlled. To add to this, there is also multiform media consumption among the consumers. The question here is how to target sharper?

He surmised that the future lay in audience buying and said, “It’s very short-sighted to say that we’ll get measured only if we’re doing well and not get measured if we aren’t doing well. If we’re armed with measurement, we’ll have one of the factors that will help us reach one and a half percent of GDP (going towards ad spend on media).”

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Understanding the round-the-clock nature of change, KG Suresh, Director General, Indian Institute of Mass Communication, in a conversation with exchange4media, talked about his plans to introduce a fu...

The mall has a diverse range of media formats that includes, billboards, backlit kiosk, pillar wraps, product/promotion display spaces etc.

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow