What do Amazon PepsiCo Samsung and Manforce Condoms have in common

What do Amazon, PepsiCo, Samsung and Manforce Condoms have in common?

They've all faced the wrath of the Tweeple in recent times. ... Read more


Partho Dasgupta

Partho Dasgupta, (CEO, BARC India)

"Achieving consensus is the biggest challenge for EKAM": Partho Dasgupta, BARC India

Marketers across the globe, in the recent past, have come out in the open to share their concerns on Digital media's lack of transparency. Digital viewership data comes from the platform itself and people have started questioning that data because the metrics of two different platforms can be totally different from each other. One platform says 30 seconds, another says it is 20 seconds and for some it's 3 seconds; there is a lack of standardisation. There is, therefore, no clear assessment of a Return on Investment, which is considered a big problem globally. In India, the Broadcast Audience Measurement Council's (BARC) digital measurement service and products, under the brand name - EKAM ('one' in Sanskrit) - is expected to be the solution to the problem. When it rolls out it will measure video across different pipes and offer marketers a far more standardised analysis. ... Read More

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