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BARC gears up for digital measurement rollout, ropes in former Nielsen exec as biz head of digital

MUMBAI: BARC India is gearing up to launch its digital audience measurement in the country. As a precursor to that, the organisation has appointed former Nielsen executive Jamie Kenney as business head of digital.

An international business management graduate from the University of South Florida, Kenney has a distinguished career in digital measurement product rollouts in 18 countries including New Zealand, Japan, China, India, Singapore and more throughout Asia, the EU and South America.

In his last assignment with Nielsen in America, he was responsible for strategic digital initiatives, new digital products and expansion, and global digital rollouts on the ground in 10 countries around the world. He is an expert in the area of digital audience measurement and has diverse experience in multicultural markets.

ParthoBARC India CEO Partho Dasgupta said, “After establishing the TV viewership measurement system in the country, we are now moving towards digital audience measurement. Through this, we aim at measuring all forms of online video including ads and content, which will finally culminate in cross-media measurement.”

Adding further Dasgupta said, “This is an evolving area worldwide with very few countries having a total solution that we are seeking to have. Jamie in his role will help take BARC India’s digital plans forward.”

Kenney will be based out of BARC India’s Mumbai office. “While the journey of digital measurement for BARC India is a long and challenging one, in my short time here, I have seen the importance and need for it,” he said.

“BARC India is working towards measuring the rapidly expanding digital space with the ever-important TV component. Once we launch digital measurement, we will have delivered a cross-platform solution that every major market that I have been to, is craving for,” added Kenney.

“I can’t wait to work closely with the team at BARC India and the stakeholders that make BARC India continue to drive the industry forward,” he concluded.

In December 2015 BARC had issued a global request for information (RFI) for digital measurement. It had received responses from 11 top vendors from across the world Kantar Media, IMRB and ComScore, Nielsen, MediaMetrie, Gracenote, Informate, GFK, Accenture, EY, eywa Media, Gemius and Verto Analytics.

The RFI stage was limited to understanding the capabilities of online video advertising and content measurement techniques with regard to panel and census measurement across video types, devices and platforms. With the RFI process over, BARC will be issuing a subsequent request for proposal.