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.”
MAM
DB Group names Abhay Dubey as chief brand marketing
Seasoned marketer brings regional muscle and launch savvy to DB
LUCKNOW: Dainik Bhaskar Group has appointed Abhay Dubey as chief brand marketing, strengthening its leadership bench as the media major sharpens its focus on brand-led growth.
Dubey steps into the role after a high-impact stint as regional marketing manager at Reliance Broadcast Network, where he led data-driven regional campaigns and rolled out new initiatives from concept to completion. Based in Lucknow, he steered end-to-end account marketing, orchestrated launch events, and fine-tuned go-to-market strategies with a sharp eye on budgets and brand visibility.
Before that, he served as area marketing manager at Mahindra Holidays & Resorts India Limited, handling business development, media buying and integrated branding campaigns across Uttar Pradesh. His remit included planning new service launches and working closely with creative agencies, media owners and government departments.
Dubey also held the position of brand manager at EM3 Agriservices Pvt. Ltd., where he drove product launches, demand generation and stakeholder engagement. Earlier in his career, he was head of marketing at Saffron Communications Pvt. Ltd., overseeing integrated campaigns across sectors, and began his journey at Jagran Engage, building experience in advertising and lead generation.
With expertise spanning digital marketing, brand management, demand generation and below-the-line advertising, Dubey brings both strategic planning skills and hands-on execution experience to the table. His track record suggests a marketer who is as comfortable crunching numbers as he is crafting narratives.
At DB Group, he is expected to shape sharper brand strategies, amplify market presence and ensure campaigns that do not just make noise, but make sense.
