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.

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