“Measurement is now moving from a monolithic approach to a fragmented approach”

After a spirited start to Goafest 2023 yesterday (May 24, 2023), Day 2 commenced with a panel discussion on ‘Future of Connected Devices and Cross Channel Measurement’, which was presented by India Today.

Moderated by Rajdeep Sardesai, Consulting Editor, India Today Television, the panellists included:

Geet Lulla, VP - Sales & Head - Asia Pacific, Comscore

Pankaj Krishna, Founder and CEO, Chrome DM

Salil Kumar, CEO, ITGD

This session drove conversations around the future of connected devices, which hold a seamless integration of various smart devices, enabling effortless communication and data sharing between them, while cross-channel measurement has become increasingly sophisticated, providing comprehensive insights into user behaviour across multiple platforms and touchpoints for more effective marketing strategies.

Geet Lulla commented, “Measurement is now moving from a monolithic approach to a fragmented approach, which needs to be reported frequently, because data by itself is meaningless, it needs context.”

Pankaj Krishna also presented his findings on incremental reach, which consists of three components, including browsers (223 million), mobile devices (619 million) and connected TVs (22.1 million). “These numbers have never been revealed before!,” he said. Salil Kumar, too, made an important addition to his conversation about the monetisation of data.

The panellists also accentuated the importance of clarity, wherein the measurement is concerned, as well as collaboration with regard to the real-time consumption ecosystem.