Industry measurement services should be more transparent: Nick Burfitt, Kantar Media
Nick Burfitt, Global Director & MD APAC of Kantar Media, feels that industry third party measurement is a must for advertisers and agencies to have trust in the data
Nick Burfitt, Global Director & MD APAC of Kantar Media, feels that industry third party measurement is a must for advertisers and agencies to have trust in the data. He firmly believes that no one should grade their own homework. We caught up with him to get his thoughts on the changing viewing habits, the importance of neutral measurement, among other things. Excerpts below:
A lot of video content is now happening through channels other than traditional TV. What kind of challenges does this throw up for a brand?
There is no doubt that viewing of video content is fragmenting but it is not happening as fast as we may think. A large proportion of video content, probably more than 90%, is still viewed in homes on large TV sets. It is important not to lose sight of that fact. Brands and marketers must accept that a lot of video advertising is still viewed on what might be called traditional TV. The fact that a large amount of money is spent on traditional TV advertising, $200 billion (Rs. 20,000 crore) business annually, tells us a different story.
Having said this, I do not think that anyone can argue that the traditional way of viewing content is changing. The challenge that this brings for advertisers and broadcasters is how to decide the scale of this change and this is a broadcast challenge. A phrase I have often heard, and used myself, is “If you cannot measure it, you cannot monetize it”. This ability for platforms, content owners or broadcasters to measure where viewing is taking place, what is the scale of the viewing, the extent, the profile, etc. is important. Linking this to traditional viewing occasions so that you do not measure TV or digital campaigns in isolation is also a must.
The challenge for marketers is to measure this fragmented viewing in an integrated way, what it tells them about the speed of change and which platforms are doing better than others.
How is Kantar approaching the challenge of measuring viewing in an integrated manner?
We are doing this in two or three ways. One is that as we are moving forward with our audience measurement services. We are ensuring that we have the capability and the tools and technologies that allow us to provide these integrated measurement services. We have way more data scientists working with us today than ever because we have to integrate all these different data sets. We are also looking at ways that measurement data can be integrated with other types of data, for example, purchase data which we are doing in a couple of markets.
The OTT market is growing but it is also very fragmented. How does the growth of OTT impact measurement agencies?
Typically, OTT players do not want to engage in measurement or rating services. So, a Netflix will not want its service to be in a ratings service. They have a lot of data; they know a lot about what people are doing on their platform that is not currently part of any measurement service around the world. Maybe this is partly because they do not sell advertising and are subscription-based.
For an industry currency to exist, it needs to try and measure as many players as possible but it does require collaboration. This will be another difference for measurement companies going forward. Traditionally, companies like ours would not need any particular collaboration. However, to create a holistic measurement system, we need collaboration.
If OTT players want to be in the same pitch as existing broadcasters, then it is incumbent upon them to be part of a measurement service.
And if they do not do this, you think they will lose out in the long run?
It is difficult to say. They will know a great deal about what is happening on their platform. Netflix published an article about what people are doing on their platform but there is no context to it. It is not clear whether Netflix is additive to existing TV viewing or whether it is cannibalizing existing TV viewing and that is the challenge for marketers and brands.
We recently saw questions raised in India about the TV measurement agency. In a system where you have people with different opinions and viewpoints, how does a measurement agency maintain its neutrality?
I will not comment specifically on this situation but our general philosophy is that the way industry committees or industry measurement agencies work, to a degree they require a certain level of compromise because you have the people competing with each other outside of the committee. So, they need to remove their competitive hat and put on their collaborative hat when they walk into the committee room. As a general principle, for industry measurement services to exist and to maintain their credibility and their relevance, they need to operate in a spirit of transparency and openness. Currencies can only exist if they are trusted.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp