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
Share
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).”

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking