Adex India set to unveil data monitoring backend system Vector

MUMBAI: It's been 13 months in the development and now is about to be launched. Adex India (the new name for TAM India's advertising monitoring service TAM AdEx) is just about ready to unveil Adex Vector - its new, much improved data-entry backend system for ad monitoring.

Vector, which launches next month, claims to offer faster data, heightened accuracy and a system that is completely accountable to the quality of its output.

Online Creative monitoring services 'e-RMS' launched

'e-RMS' is one of the front end delivery systems that Vector will facilitate. The launch of e-RMS (e-Rapid Monitoring System) will enable Adex India to monitor close to a thousand media vehicles (including terrestrial, regional, satellite TV channels as well as newspapers, magazines) offering a service that tracks the brands that a company wants keep an eye on. e-RMS ensures that the moment a rival brand launches a new TVC, it can be monitored. According to Adex India, using e-RMS, a copy of a particular commercial can be despatched through the communication mode of choice including e-mails, ditto for press, immediately. The complete press plan of the competition along with the visuals of the ads that rivals put on press will be delivered at the desktop, is what Adex says it will be able to offer. met up with Adex India head Atul Phadnis and Tim Fulton, director of Nielsen Media Research's Global AIS (Advertising Information Services) Systems, to get a first hand account of what Vector meant to the business of advertising monitoring in India.

According to Phadnis, in purely efficiency terms the quality of software that constitutes Vector would provide a savings in terms of man hours of 3,500 per month. In terms of timelines of data delivery, that's a 20 per cent improvement over what was currently in use, Phadnis says. "Vector offers perfect data and gives clients the mechanism to verify that," he asserts.

As far as backend operations platforms go though, Vector is just a bridge service to what is ultimately going to come to India - the AIS 2004 platform. It is a service that is unmatched in terms of quality and speed of delivery and is unique in that allows for the linking of creatives with expenditures, the data for which is provided within two to three hours of transmission, says Fulton. AIS 2004 not only provides clients with data on ad expenditure, but also the capacity to actually view the ads and their placement, he points out. Already onstream in the UK, in the Asia Pacific region, ASS 2004 has been activated only in Hong Kong as of now.

Queried as to what were the systems that had been developed in India, that would be of use an other markets across the globe, Fulton said the Indian team had developed a system that measured product placement effectiveness for television programmes (of all sorts - sports, game shows, soaps) that could be taken to other markets as well. The system allows for product placement monitoring. The monitoring data is merged with the viewing data (TRPs) and an effectiveness quotient is derived, says Phadnis.

Elaborating on the concept, Phadnis says the TV screen is broken down into various grids and depending on where on the grid the product falls as well as time of exposure, a effectiveness measure is derived.

Fulton, who left India over the weekend, is visiting different markets to see how backend operations in the different markets across the globe could be better streamlined. It's all about quality and speed of delivery of data, he said.

Latest Reads
Indian Foodservice industry to reach Rs 5,52,000 crore by 2022 with a 10% growth

Industry leaders of the Indian Food Service Retail sector today highlighted the upcoming golden decade of the growth in the industry driven by the changing consumer behaviours and influx of technologies within the business.

MAM Marketing MAM
SIMCA Members join PPL, for monetizing their Public Performance Rights

Members South Indian Music Companies Association (SIMCA) has entered into an agreement for monetizing its public performance rights with Phonographic Performance Limited (PPL).

MAM Marketing MAM
Madison’s Hiveminds wins Google Premier Partner Awards 2018

Hiveminds, the newly acquired search specialist, digital agency of Madison World, has announced that it has won the Search Innovation Award for its work on Curefit, at the second edition of the Google Premier Partner Awards 2018, India.

MAM Media and Advertising Digital Agencies
COCO by DHFL GI bags DOD Award

DHFL General Insurance has announced that its insuretech brand – COCO has bagged the award for “Best Use of Digital Media in the Insurance Category”

MAM Marketing Brands
FCB Ulka wins creative mandate for Kurl-on

FCB Ulka has announced that it has won the creative mandate for mattress manufacturer Kurl-on. The agency will be looking after all the creative aspects of the brand including advertisements, serving from the Bangalore office.

MAM Media and Advertising Account
Sodexo, Zone Startups launch enterprise foodtech program

Hospitality company Sodexo, in partnership with Zone Startups, has announced an Enterprise Foodtech Program—an initiative to work with Indian start-ups and closely connect with the local digital and innovation ecosystem to strengthen food offers for its clients and consumers.

MAM Marketing Brands
Presenting the Vistara Festive Sale with fares starting INR 999 all-in

Vistara, India’s finest full-service carrier, today launched a 24-hours only ‘Festive Sale’ with fares starting at INR 999 all-in. Sale fares are available for all three classes of travel (Economy, Premium Economy, and Business Class) at discounts of up to 80% relative to standard last-minute fares...

MAM Marketing MAM
Lux Golden Rose Awards’ 3rd edition supports #HeForShe campaign

The third edition of the Lux Golden Rose Awards (LGRA) was recently concluded in Mumbai, congregating Bollywood stars to extend their support for UN’s #HeForShe campaign.

MAM Media and Advertising Ad Campaigns
Priority Pass introduces 800+ offers for its Members

Priority Pass, the original and market-leading airport experiences program, has introduced offers, which give Members access to discounts at airports across the world through its app and website.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories