Watch Techमंच Panellists all for Unified Measurement on Online Video
Devendra Deshpande, Head-Content Plus, Mindshare, moderated the discussion held on Wednesday in Mumbai
Experts from across industry verticals came together on Wednesday at exchange4media's TechManch to discuss and deliberate on the burning topic that is plaguing the digital ecosystem in India - Unified Measurement on Online Video.
Watch the full panel discussion Here:
The panel comprising Nishant Radia, Co-founder & CMO, Vidooly, Dippak Khurana, co-founder CEO, Vserv, Priyanka Gandhi, Associate Director - Integrated Marketing Communications, India; Head of Media for APAC Division, Colgate Palmolive, Neel Pandya, Head of Media, L’ Oreal, and Prasanna Lohar, Head Technology - Innovation & Architecture, DCB Bank shed light the topic in a session moderated by Devendra Deshpande, Head-Content Plus, Mindshare.
As representatives of brands, both Pandya and Gandhi advocated the need for a unified measurement system. Pandya felt that as the spends on digital, not just media spends but overall spends including investment on content increase at a rate of 30-40% it is becoming imperative to have a unified measurement system. Gandhi said that finally the numbers from different touch points should add up. “We are working in silos now. We want to be able to make a communication strategy based on a unified measurement system,” she said, adding that especially in the case of video she would like to see a day when she can plan holistically for video across TV, YouTube and OTT platforms like Hotstar and SonyLIV.
Deshpande got the discussion started with the first question: How do you define a video view? Calling it a tricky question, Radia said that different platforms will have different definitions of what constitutes a view. ”We are far from defining an unified metric. But before that clients need to know the specific metricies that are generating ROI for brands on different platforms,” he said. Radia felt that figuring this out is the first step to finding a uniform metric for digital video.
While there is a collective call for a unified measurement system, there are some who believe that creating such a unified system is going to be hard. Khurana seemed prophetic when he said, “There is a spirit of competition in the market, which means that local publishers and OTT platforms will measure differently from global players like Facebook/Google. I personally think it will not be easy to have a unified piece in a fragmented world.”
Lohar said that while he is waiting for a unified approach, he is also understands that it is a challenge because platforms would be unwilling to share their data. “In the absence of such an unified approach we use the data available to use from our various sources and use that to profile our customers.
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