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Amagi launches online ad measurement tool
MUMBAI: Amagi Media Labs, a TV ad network and media tech company, has launched ‘Amagi Measure’, a new measuring tool designed to help advertisers assess their geo-targeted campaigns and generate spot-level ratings.
Amagi Measure is an open interface that enables the measurement of key metrics like gross rating points (GRPs) by matching BARC monitoring report with minute-by-minute channel rating data. The platform provides ratings to users across multiple target groups and markets. Moreover, advertisers can derive reach and frequency of their campaigns using the tool.
Amagi recently partnered India’s apex television viewership monitoring body BARC India to monitor geo-targeted TV campaigns. All subscribers of BARC India can now access geo-targeted adex through the ‘Adsplit’ module on BARC’s Media Work Station (BMW) software. Subscribers can use this adex information and minute-by-minute channel ratings to get spot ratings on Amagi measure.
Spot-level ratings on Amagi Measure are as accurate as post-evaluation reports on the BMW, a software application specially designed to analyse media and advertising audience results, as it matches spot timing on BARC monitoring report with each minute channel ratings. Amagi Measure is an open platform and does not require any user registration or login.
Commenting on the launch of the new tool, Amagi Media Labs co-founder Baskar Subramanian said, “Geo-targeted advertising metrics have eluded the Indian advertiser for a long time, partly due to the lack of robust measurement, trust and transparency. As a pioneer in geo-targeted TV advertising, we have been following the industry and its progress very closely to understand measurement metrics at a microscopic level. Thus, to address this, we have introduced Amagi Measure to ensure that advertisers receive accurate ratings and understand the overall impact of their campaigns.”
Amagi Measure also helps advertisers to track the performance of their competitors on the geo-targeted platform with single data extract. Media planners and marketers can now easily measure the efficacy of geo-targeted ad campaigns.