Kantar, world-leading data and insight consulting company, has collaborated with VTION to launch ‘OTT Audience Measurement. This will be India’s first, real-time audience measurement solution that redefines audience measurement.
Over-the-top media (OTT) has gained large popularity in a short time in India. VOOT, Hotstar, Netflix, Amazon Prime Video, ZEE5 are some of the major players off OTT in India. Although measuring the engagement of these platforms is difficult. To resolve this, the collaboration is launching OTT Audience Measurement that will help advertisers to understand the cross-device connectivity and allows them to spend in the channels and creatives that lead to higher engagement metrics, brand recall, and purchase intent. The joint, go-to-market offering brings together Kantar’s expertise in media measurement and consumer insights with VTIONTM’s proprietary audience measurement technology and data management framework.
Manoj Dawane, Founder and CEO of VTION, said, “Today, more than half of the world’s population has the power of smartphones. This is profoundly changing how consumers are satisfying their entertainment needs by using their devices to discover and consume content of their choice as per their convenience. At VTION, we are utilizing this power to study their entertainment consumption habits. .We have invented a patent-pending technological framework to address media measurement on smartphones with a focus on Broadcast FM Radio, OTT Audio Streaming & Podcasting, and OTT Video Streaming. We have a road-map leading measure engagement on Gaming platforms shortly.
Kantar and VTION, both agencies had a fruitful year. Where Kantar conducted the first gender diversity survey in collaboration with SheSays Cape Town in the South African advertising and marketing industries. On the other hand, VTION through AngelList India raised a huge amount of $280,000