Das ka Dum with Dr Bhaskar Das | With no clear sight of effective third-party measurement for OTT, do you think it’s wise for advertisers to put their money on this medium?

20 Jul,2020

Bhaskar DasEvery Monday, we give you a clue on what the questions of the rest of the week are going to be like. We don’t know why we do it, but we do. And since you are (still) reading this, you want to know, we think. Well, whatever. So, mostly, the tone of the question on Day 1 of a week gives you an indicator of how and what we’ve been thinking. And smoking. Uff! Let’s get to what our Wizard with Word has to say on this OTT question. Presenting Dr Bhaskar Das in the July 20 edition of Das ka Dum. Read on…

 

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Q. With no clear sight of effective third-party measurement for OTT, do you think it’s wise for advertisers to put their money on this medium?

 

A. The OTT industry is still in its infancy. Please allow them some time to develop a commonly converged rational metrix. It would develop, I am sure. Even with the industries which have been around for quite a while it has taken time to develop it and in every format of delivery there is always some  discordant note on  the technicalities of measurement and its resultant accuracy thereof. Advertisers are an intelligent tribe, the way consumers are. Every marketing organisation knows what is good for it including routes of amplification of the brand message. In a war of constant migration of audience and revenue, both intra and inter, generally the affected party raises such issues. When one is participating in a game, one ought not to question the rules. The better route would be to change the game.

 

 

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