New Delhi: In a major development for India’s advertising industry, Disney Star, the country’s leading media and entertainment company, has partnered with Beatgrid, a global expert in ad effectiveness measurement. This collaboration aims to transform how brands assess the impact of their video advertising campaigns across both traditional linear TV and digital platforms.
The key lies in Beatgrid’s innovative deterministic measurement technology. This method utilizes Automatic Content Recognition (ACR) to passively track campaign performance across various video platforms, providing a holistic view instead of siloed assessments.
This offers significant advantages to advertisers. With a unified measurement system and metrics, they can now gauge the effectiveness of their campaigns on both linear TV channels and digital video platforms, including user-generated content hubs. This empowers them to make data-driven media investment decisions for optimal results.
Initial studies conducted through this partnership highlight the unique strengths of both linear TV and digital platforms. While linear TV continues to reign supreme in audience engagement and brand memorability, digital video excels in targeted reach and delivering the right ad frequency.
ALSO READ: Bigg Boss Malayalam Season 6 Smashes Records, Captures Hearts
The impact measurement goes a step further by analyzing the influence on viewers exposed to campaigns on linear TV only, digital video only, and both. Interestingly, the studies reveal a superior impact on brand awareness metrics among viewers exposed to professionally generated content (PGC) on linear TV. This reinforces the importance of “context of exposure” in advertising.
Building on this success, Beatgrid has conducted multiple studies across various industries, including FMCG, e-commerce, and smartphones. These studies consistently demonstrate a 10% or higher increase in brand awareness, interest, purchase consideration, and intent among viewers exposed to linear TV PGC campaigns.
Disney Star is at the forefront of this innovation, aiming to elevate the quality of ad effectiveness measurement in India and provide better guidance to its clients. Ajit Varghese, Head of Network Ad Sales at Disney Star, emphasized, “We’re collaborating with Beatgrid to understand the true impact of cross-channel ad campaigns on brand outcomes. Their ACR measurement offers a robust solution, capturing the influence of both linear TV and digital advertising exposure from a single source.”
Varghese further added, “This strategic partnership with Beatgrid, an independent expert, allows us to equip our clients with a comprehensive understanding of their campaign performance. This empowers them to make informed decisions about their media investments moving forward.”
Daniel Tjondronegoro, Co-founder of Beatgrid, echoed the sentiment, stating, “This collaboration marks a significant milestone for ad effectiveness measurement in India. By combining our advanced technology with Disney Star’s vast reach, we’re offering brands a clear and actionable understanding of their advertising impact across platforms. This provides a deeper understanding of the Indian market than ever before.”
This partnership between Disney Star and Beatgrid signifies a major step towards innovation and data-driven decision-making in the ever-evolving Indian media landscape.
