BARC India has announced the phased roll-out of its much-awaited digital measurement service. The digital products will be launched under the brand name EKAM (Sanskrit for “One”). The EKAM suite of products will include: EKAM Pulse, EKAM Beam, EKAM Stream, EKAM Ad-Scan and EKAM Integra.
EKAM Pulse will measure video ad campaigns and will be the first digital offering to be rolled out by BARC India. EKAM Beam, the next product lined up for release, will measure linear broadcast that is viewed on a Digital device. EKAM Stream, will measure both non-linear and pure play digital video content. BARC India will also provide industry with EKAM Ad-Scan – which will be a global first-of-its-kind product.
EKAM Integra – will help industry with common, robust and independent audience numbers that will give more accurate incremental reach figures. To do this,BARC India’s TV data will be tied with Digital Video data with the help of Single-Source and Digital Booster panels on top of the census measurement and big data.
Here are the views of Spuul Global CEO Subin Subaiah.
Was it eagerly awaited? How do you see it?
Subin: Its early days , but here are my thoughts. We’re a media – tech company, and any innovations with regards to technology are always welcome. We have been looking forward to the introduction of a tool that would be a standard in measuring viewership and consumption, since currently different service providers have their own methods of measurement, and everyone’s parameters for a successful campaign are defined differently.
Which are the other methods you have been using?
Subin: Currently, we use tools developed internally by our data and R&D teams. It’s been a foolproof system so far, and we rely heavily on this when we schedule our content and advertisements. Having said that, we’re looking forward to standardise the way online impressions are measured.
How would BARC’s EKAM help? What would be you suggestions?
Subin: We see EKAM creating a standard of sorts, especially when service providers are in the midst of negotiations with regards to content, or even advertising real estate. We know the value of our content, the value of our real estate, and we would like to know whether the placement of advertisements affect overall viewership or not, and how, and this will help advertisers get on board too. If the parameters are the same across the industry, it leaves no room for doubt with regards to value of real estate, or advertising malpractices.
How would it give a fillip to the ecosystem?
Subin: The most important, and most challenging aspect of our business today is knowing our consumer. There is always so much that we do not know about the person we’re trying to provide entertainment for. With EKAM coming in, learning the habits, online behaviour, and other viewership trends of our consumers will become far easier, thereby helping us create a better, more user friendly product, one that the consumer has been looking for.