Hansa Launches New Digital Ad Measurement Service

The Hansa Research presents an independent one to gauge real-time ad performance on significant digital platforms in terms of marketing and advertisement insights.

Hansa Research has launched a measurement service based on a subscription that will help in assessing the value of advertising being done on the virtual video outlets, which will enhance the factor of making decisions driven by data when it comes to marketing and advertisement strategies. The service will assist brands in optimizing campaigns, covering YouTube, Instagram, Facebook, OTT channels and other mobile video platforms, based on independent, real-time insights.

According to CEO Praveen Nijhara, brands are appreciating metrics that they can rely on to make media planning decisions. The initiative helps the marketing and advertisement departments to examine the performance of the ad targeting against the target markets in the running campaign. The research will be surveying 1000 respondents per month in ten cities, and 30,000 in total in a year, through face-to-face interviews with app verifications.

The service evaluates ad recall, clarity of message, relevance, likeability and purchase intentions. It also explores the analysis of behavior, including the skipping, muting, fatigue and sharing patterns and gives the marketing and advertisement team more background on the activity among the audience. A category deep dive will compare brand performance with competitors and will include category-level recall data.

This was piloted on 3,000 people and the outcome showed that users spend an average of 2.17 hours each day staring at their phones, with 78 percent of them not clicking on the advertisements and the majority of the viewing taking place in open areas, mostly with the sound off. Though heavily exposed, the brand recall is low, with an average of only 1.5 brands.