Ormax offers tool to measure effectiveness of big media tie-ups

21 Jun,2012

By A Correspondent


Media research & consulting firm Ormax Media announced the launch of its proprietary model for brand association measurement – Mpact. Mpact is a scientific tool that measures the strength of association of a brand with a big-ticket, high-impact media property.


Mpact can be used by brands and media agencies to test effectiveness of their brand’s association with high-impact properties across media, e.g. Sporting event associations, reality shows sponsorships, AFPs, print and television innovations and roadblocks, product placements, co-branded campaigns, and so on.


In the Mpact model, consumer data is used to calculate the Mpact Score, a single-number measure of the effectiveness of the association for the brand.


Speaking on the launch, Shailesh Kapoor, CEO – Ormax Media: “When an advertiser pays a premium to associate with an impact property such as IPL, KBC or Bigg Boss; takes a false cover on Times Of India; plans a roadblock on a top channel; or associates with a big film such as Ra.One or Bodyguard – returns that go beyond just the day-after recall of the association are expected. Mpact is a simple but powerful method of measuring how effective the association has been for the brand, beyond just a recall score which is extremely transient in nature. In effect, the Mpact Score is a surrogate ROI measure of the association.”


Mpact has been developed and tested across more than 50 media associations by leading brands in various categories, including ‘Airtel presents Satyamev Jayate.’

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