Indian OTT industry expected to reach $1.7bn by 2023: Sandipan Mondal, Zapr Media Labs

At Advertising Club Bangalore's Knowledge Conclave, Sandipan Mondal, Founder & CEO of Zapr Media Labs, spoke about next-generation technology for real-time measurement

e4m by exchange4media Staff
Updated: Nov 30, 2019 9:46 AM

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Sandipan Mondal Zapr

At Knowledge Conclave conducted by Advertising Club Bangalore, Sandipan Mondal, Founder and CEO, Zapr Media Labs spoke about next-generation technology for real-time measurement.

Mondal asked, “How do we use technology to get more data to be more informed? The world has become more complicated over the last decade. People consume OTT platforms, podcasts, etc. TV is also consumed or browsed on the smaller screen. The media industry is getting bigger and more varied by the day. The size of the TV industry is around Rs 61,000 crores and TV penetration is more than 800 million, while smartphones at 500 million. The TV industry has a steady 12 per cent growth while digital outgrew others at 30 per cent.”

Speaking about the TV measurement system in India, he said, “While TV measurement in India has come a long way, there is still room for improvement and evolution. The industry bodies over the years have been trying to make sense of data and providing a structural framework for planners”.

Mondal further spoke about the challenges with the current measurement system. “The current measurement system poses innate technology challenges. TV viewership is not available in real-time, which results in limited scope to optimise campaigns. Their inability to track audience attentiveness accentuates the chances of error. 85 per cent of the audience use phones while watching TV".

He continued, “TV is no longer the only major source of content consumption. The Indian OTT industry is expected to be $1.7 billion by 2023. Integrated media planning is limited since there is no measurement system across platforms.”

Mondal said that the performance-driven is the demand but this concept is broadly limited to digital platforms. “Very few panel-based solutions exist to track the user's journey across the funnel and attribute the purchase to media exposure, especially offline,” he said.

He also said, “Branding within the content is restricted to physical placement opportunities and cannot be contextualised.”

Mondal then spoke about the ideal media measurement system and the challenges. “Identifying key moments and personalities within the TV content are challenging. No mechanism exists at scale to identify followers of key personalities basis TV viewership and is limited to social media. The current challenges with the media measurement system can be bucketed into 3 categories, Challenges innate to measurement technologies, shifting media consumption trends and evolving demand for users of data.”

“The ideal measurement system will have large scale representative panel, automated data capture, measure audience’s attentiveness, is able to report real-time data, etc,” Mondal said.

Mondal pointed out that multiple technologies and methods (both old and new) need to be jointly deployed to track media consumption of panellists. “Offline media which includes TV and radio is tracked through ACR technology. Digital media is tracked through SDK integrations, and print media tracked through readership surveys,” he added.

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