Who should take the onus of setting up a standardised measurement tool?
Everyone involved in the advertising industry needs to take responsibility to set up a standardised measurement tool. The industry has collectively worked towards improving the readership and viewership measurement over time. Similarly, digital too needs attention. Yes, it’s much more dynamic and has some limitations when it comes to measurement but evolved markets globally have managed to arrive at a solution. A body must be set up to look into this more actively. It should be a mix of not just the custodians from the digital arena but also marketers. Is the Indian industry aware of the strengths of internet advertising? Not across the industry but selectively amongst those who have used the medium. Today, the popularity of a brand can be determined through the internet. But in India there are still many companies that do not have a digital representation of their brand. This primarily is because of lack of knowledge. There needs to be a change in the industry and people should show c
