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MUMBAI: Even as India's only television rating body BARC India plans to get into digital measurement arena, Star India has made a major splash and taken a strategic minority stake in Zapr Media Labs, one of the largest media intelligence repositories and cross-device targeting platform which enables brands and media-owners to identify their offline media audience and re-target them on mobile and web.
BARC India's intent, through its planned foray into digital measurement, is to measure total unduplicated audience across all devices and platforms, measuring combined program impressions or advertisements regardless of where and how content/ad is being consumed, through a Single Source Panel. BARC had planned to provide a TV+ Digital viewership measurement service across the globe covering over 50 per cent of media spends between TV and digital. BARC was said to be in talks with an Israeli media technology company to customise for it tools for measurement, which is likely to be rolled out in phases from sometime in 2017 or early 2018.
However, in what seems to be a march ahead of BARC India, Hotstar, one of India's leading OTT platforms, and Zapr today announced a strategic partnership to drive the next wave of mobile audience analytics in India. The partnership is accompanied by a minority investment into Zapr from Star.
For Hotstar, the partnership signals a clear intent to evolve from a media startup to a full-fledged technology and analytics company that shapes the next wave of mobile usage and advertising in India. With more than 60 million users in the month of January and a sharp uptick in user growth in the last few months, the platform already boasts of some of the highest daily engagement amongst its followers.
In what is certain to be an exciting development for advertisers and agencies, the two companies will work together to create a deep understanding of mobile audiences that can be leveraged by brands to create personalized communication and offers. The two will collaborate to create deep audience segmentation and razor sharp targeting as a trail-blazing move for the mobile advertising ecosystem
Zapr Media co-founder and CEO Sandipan Mondal informed www.indiantelevision.com, "Our partnership with Hotstar and Star reinforces the great response we've received from our industry partners, and we look forward to continuing to grow our relationship with the media and advertising industry."
To continue reading - Digital measurement: Star leads the way, partners Zapr | Indian Television Dot Com
BARC India's intent, through its planned foray into digital measurement, is to measure total unduplicated audience across all devices and platforms, measuring combined program impressions or advertisements regardless of where and how content/ad is being consumed, through a Single Source Panel. BARC had planned to provide a TV+ Digital viewership measurement service across the globe covering over 50 per cent of media spends between TV and digital. BARC was said to be in talks with an Israeli media technology company to customise for it tools for measurement, which is likely to be rolled out in phases from sometime in 2017 or early 2018.
However, in what seems to be a march ahead of BARC India, Hotstar, one of India's leading OTT platforms, and Zapr today announced a strategic partnership to drive the next wave of mobile audience analytics in India. The partnership is accompanied by a minority investment into Zapr from Star.
For Hotstar, the partnership signals a clear intent to evolve from a media startup to a full-fledged technology and analytics company that shapes the next wave of mobile usage and advertising in India. With more than 60 million users in the month of January and a sharp uptick in user growth in the last few months, the platform already boasts of some of the highest daily engagement amongst its followers.
In what is certain to be an exciting development for advertisers and agencies, the two companies will work together to create a deep understanding of mobile audiences that can be leveraged by brands to create personalized communication and offers. The two will collaborate to create deep audience segmentation and razor sharp targeting as a trail-blazing move for the mobile advertising ecosystem
Zapr Media co-founder and CEO Sandipan Mondal informed www.indiantelevision.com, "Our partnership with Hotstar and Star reinforces the great response we've received from our industry partners, and we look forward to continuing to grow our relationship with the media and advertising industry."
To continue reading - Digital measurement: Star leads the way, partners Zapr | Indian Television Dot Com
