Hansa Analysis has launched a subscription-based promoting affect measurement service designed to trace the effectiveness of adverts throughout digital video platforms. The providing covers YouTube, Instagram, Fb, OTT providers and different cell video environments, offering manufacturers with an impartial analysis framework.
The service measures marketing campaign efficiency in actual time and towards brand-specific goal audiences. With a month-to-month pattern of two,500 respondents—aggregating to 30,000 yearly—the examine spans ten cities and contains face-to-face interviews with bodily verification of cell apps. Manufacturers can subscribe to a one-month examine at Rs 9 lakh, with solely three manufacturers assessed every month on a first-come-first-served foundation.
The measurement framework tracks advert recall, message comprehension, relevance, likeability and buy intent. It additionally examines viewing behaviour, together with muting, skipping, fatigue, consideration, sharing and forwarding patterns. Insights on platform utilization, viewing environments and publicity frequency have been developed in session with media planners.
A class deep dive provides aggressive context by mapping category-level recall and benchmarking efficiency towards different gamers.
Praveen Nijhara, CEO, Hansa Analysis, stated the purpose is to offer manufacturers with actionable insights to help media planning and digital marketing campaign optimisation.
Findings from an impartial pilot with 3,000 respondents point out that buyers spend a median 2.17 hours per day on cell screens, that 78% skip video adverts, and that model recall stays restricted, averaging round 1.5 manufacturers per respondent.
