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BARC getting ready for digital measurement, issues global RFIs

MUMBAI: The Broadcast Audience Research Council (BARC) is getting ready to expand its audience measurement to the digital space.

For starters, BARC India has called for global request for information (RFI) to understand the capabilities of online video advertising and content measurement techniques regarding panel and census measurement across video types, devices and platforms.

After gathering this information, BARC will issue a request for proposal (RFP) that is realistic in its scope.

The move comes in the wake of television becoming a cross-platform medium, available through a variety of distribution systems, including broadcast, IP, mobile networks and a growing number of connected screens through which audio-visual content is consumed.

BARC aims to measure all forms of online video advertising, including ad breaks in live streams, pre-roll and mid-roll videos, and targeted/addressable advertising linked to the content on broadcaster sites, social media or any other website/apps.

In the RFI, applicants need to outline:

– How their offerings work

– The types of video, devices and platforms the company is able to measure

– The level of detail

– Whether the approach requires third-party action (e.g. tagging, encoding, API)

Interested parties can send their interests to digitalrfi@barcindia.co.in before 24 December and the final solution draft needs to be submitted to BARC by 22 January 2016.

“At BARC India, our aim is to continually evolve in a way that suits the ever-changing content-viewing habits. After rolling out the television viewership measurement in the country, we are now ready to take the next leap, that of measuring digital viewing,” said BARC India CEO Partho Dasgupta.

Initially focusing on measuring TV viewing habits via BAR-O-Meters through watermarking technology, BARC India has already built an audience measurement system for the Indian television market.