The Data Sciences Division of Dentsu Aegis Network (DAN) India has announced the launch of DAN Prism, a unique video planning and insights tool that provides a single audience view across television and digital.
DAN Prism overlays the consumption pattern of the digital consumers on Facebook, YouTube and Programmatic Video with BARC to provide rich audience insights. These insights are then used for planning and activation through a single reach curve across all media platforms in a matter of minutes using a series of Artificial Intelligence (AI) algorithms.
Speaking on the launch, Gautam Mehra, Chief Data Officer â Dentsu Aegis Network South Asia, said, âIn the ever-changing media landscape, we are experiencing a golden age of Video Consumption in India with fantastic content and platforms. The proliferation of smart devices is changing the way consumers consume content. Today India boasts of 800+ TV channels watched by 780 million Indians. There are nearly 100 million subscribers to OTT platforms and nearly 260 million online video watchers in the country. Evidently, multi-screening has become a part of the natural video consumption habit of the average Indian. One of Dentsu Aegisâ core objectives today is to deliver a proprietary, audience-first approach to video planning that maximizes client investment across TV and digital video. The idea here is always to harness the true power of data. DAN Prism is just one more step in that direction.â
The tool will be used for all Dentsu Aegis Network India clients. The tool is a collaboration across the TV and Digital brands under the Networkâs umbrella in India.
âThe TV viewing landscape of the country is swiftly changing owing to the mushrooming of a large number of OTT players, better connectivity and increased smart-phone penetration. As a country, we are now spending a lot more time watching video content. A large part of this is done on the mobile and on tablets. DAN Prism serves to be a powerful tool that reflects peopleâs behaviours today, enabled by convergence,â adds Rajni Menon, CEO, Carat India.
Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker Indiaâs performance and a lot more
Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.
In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.
Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer
Prior to Applause, Cherian was the CMO at Smaaash Entertainment for four years
Today's edition of Lokmat and e4m's initiative #No1Dad has media veteran Shashi Sinha and his son Dhruv talking about their fondest family trips
The leading home decor brand plans to set up 100 new stores in Tier 2 and Tier 3 cities