OMD China unveils data smart television measurement tool

MUMBAI: OMD China has launched Predictor 2.0 - a tool, which is designed to help marketers evaluate the real value of existing TV programs.

Predictor 2.0 also predicts future TV ratings by taking into account various factors which influence it.

Brands continue to pay record prices for TV show sponsorships, yet the effectiveness of their investments remains open for deliberation and measurement. Predictor 2.0 quantifies the real value of TV programming through a combination of TV ratings and social buzz created.

“It’s a breakthrough in television measurement. Previously TV had been measured by a one dimensional indicator – “ratings.” We created Predictor 2.0 in response to a staggering amount of evidence related to social interactions emanating from TV programs. Hence, Predictor 2.0 combines a very important factor ‘social influence’ on TV ratings and also the reverse influence of TV in the social space. Together, these two effects can push a program to its peak popularity or drive the ratings down,” said Omnicom Media Group Asia head of brand science Saurav Bhowmik.

Additionally, Predictor 2.0 has algorithms and machine learning capabilities to forecast the future of a program to help marketers by understanding the audience around a TV show even before it premieres as well as breaking down the elements of branded content which potentially creates the biggest ratings impact.

Currently, there are other program evaluation systems, which provide a “forecast” function, but they have a qualitative approach rooted in an expert based scoring system. These systems provide “recommendation scores” instead of directly predicting the ratings. Predictor 2.0 has a more quantitative approach, which links program information to social media attention indexes and hence evaluates and recommends content opportunities.Predictor 2.0 identifies 12 key topics through social big data (at least 10M social posts) and with modeling, links the TV rating to quantify the real value of the program. In addition to social buzz, other factors considered in the prediction model include: the TV channel, celebrities/producers, on-air time-slot, and competition with other key programs. Because of this, it is also feasible to do forecasting for new TV programs as well.

OMD China CEO Arlene Ang said, “OMD is committed to developing data smart media solutions, and we are continuing to set the industry standard by developing the first program assessing tool. Innovation is key to our success and Predictor 2.0 is an example of how we are committed to being at the forefront of game changing thought leadership.”

Latest Reads
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM
Soho Square wins creative mandate for Medlife

MUMBAI: Soho Square Bangalore has won the creative mandate for MedLife, the healthcare app. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife on a journey to simplify healthcare by making the entire...

MAM Marketing MAM
Telangana govt & Oyo team up for hospitality development

The Telangana government and hospitality company Oyo have announced their intent to collaborate to develop the hospitality ecosystem in the state. Oyo’s new tech development centre was inaugurated by Telangana minister for IT, electronics and communications K Taraka Rama Rao.

MAM Marketing MAM
MullenLowe Media Mub comes to India as Lintas MediaHub

MUMBAI: MullenLowe Mediahub from MullenLowe Group has entered India and will operate as a division of MullenLowe Lintas Group’s omnichannel agency, PointNine Lintas. Lintas Mediahub is being launched as a full-service media offering for a digitised world.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories