Measurement is a big challenge in digital advertising space: Shashi Sinha, IPG Mediabrands

At the TV First Conference Shashi Sinha, CEO, IPG Mediabrands, India delivered the valedictory address on the topic ‘TV cum Digital: How advertisers can use it best’

by exchange4media Staff
Published - Feb 1, 2019 2:11 PM Updated: Feb 1, 2019 2:11 PM
ShashiSinha

At exchange4media's TV First Conference, under the theme 'The Future of Television in the age of digital'. Shashi Sinha, CEO, IPG Mediabrands delivered the Valedictory Address on the topic ‘TV cum Digital: How advertisers can use it best’.

In the opening of his speech, Sinha said, “An incident which left an indelible mark on me is when an individual came to me and said that there is no dearth of knowledge in this country and dearth of knowledge is equal to a dearth of execution.”

Speaking on the content in digital media and TV Sinha said, “A lot of marketers and agencies end up using TV content in the digital space. That was the original trend throughout. They started re-purposing the content, basically similar content. I always wondered why that is so. Ninety per cent of the TV audience is from a single TV home, and the TV viewing pattern is passive; there is no interaction happening. So, the content you are creating is passive.”

Sinha said, that in digital today as everyone knows, there is a huge amount of personalisation taking place.

Speaking on advertising he said, “The purpose of advertising is to communicate through content. Whatever we do will finally boil down to the message that will go out. Today, most people don’t specialize content to the digital segment. There are many reasons for that, there will be a lot of effort involved; finding out the cohorts, segmentation etc. Another simple reason for this may be that advertising people are fond of seeing their film on Television. Today there is no campaign that is specifically designed for digital and I think that the advertising eco-system is not ready for it.”

Talking about another major challenge Sinha said, “Measurement is a big challenge in the digital advertising space. There is no industry or third-party measurement and as an eco-system, we are not pushing for a common metric. The digital system is ready, and time has come to put pressure on the system to create a measurement system.”

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