MAM
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.”
Brands
Pocket FM elevates Lalit Gangwar to COO to drive global growth
Founding member to lead operations, monetisation and expansion across markets
MUMBAI: Pocket FM has elevated Lalit Gangwar to chief operating officer, tasking the founding team member with leading global business operations as the company sharpens its international growth strategy.
In his new role, Gangwar will oversee end-to-end operations across markets, including growth, monetisation and execution for the company’s audio business. The appointment comes as Pocket FM looks to strengthen its operating foundation and build a more predictable, scalable global business.
Gangwar has been closely involved in shaping the company’s trajectory from its early days. He played a key role in building the growth and marketing playbook in India, helping the platform scale to over 150 million users within its first year and establish a strong foothold in the audio storytelling category.
He later led Pocket FM’s expansion into the United States, where he set up teams, defined market strategy and drove scale, contributing significantly to the company’s international ambitions.
Pocket FM co-founder and CEO Rohan Nayak said, “Lalit has been central to Pocket FM’s journey from the very beginning. He has built our growth engine and scaled our business across markets.” He added that the company’s focus on nurturing internal talent makes Gangwar a natural choice to lead the next phase.
Gangwar said, “Pocket FM has always been driven by a simple belief that powerful stories can travel across borders and create meaningful impact.” He noted that the company will continue to focus on scaling markets, investing in AI-led storytelling and strengthening monetisation.
As COO, Gangwar is expected to bring greater operating discipline while building systems, talent and processes to support long-term growth.
With leadership continuity and a clear global focus, Pocket FM appears to be turning the page to its next chapter, one that aims to take its storytelling playbook well beyond home turf.
