MAM
Kantar launches FMCG out of home consumer panel in India
Mumbai: Marketing data and analytics company Kantar has launched a FMCG panel that tracks out of home purchases in India. The panel has already been up and running across ten countries around the globe before finding its way to India in June 2022.
This in-depth panel will track and report purchases made for a total of 13 out of home (OOH) categories which include 11 F&B and two QSR categories. Within the QSR categories (pizzas and burgers) not only out of home, but in-home orders/consumption will also be captured.
The panel will cover 11,000 individuals aged between 15-49 years across both genders, covering NCCS A, B, and C amongst 10L+ population Indian towns.
The data will be captured in real time at the purchase occasion itself through a 100 per cent self-filling application. Since the consumer will fill the survey live, it will be actual purchases being recorded and not re-called ones. The reporting of the data will however be done at a monthly level to keep it in line with Kantar’s already existing and successful in-home panel. Eventually, the panel will be able to provide a 360-degree view of the consumer purchases- both from an in-home and OOH perspective.
Important key highlights from the inaugural leg: Firstly, the out of home chocolate market is worth Rs 1.1 billion with more than 40 per cent of the population buying in a quarter. The quantity purchased over a quarter of 370 grams is purchased per person. Secondly, two-third of individuals purchasing salty snacks consumed out of home opt for potato chips and lastly, chocolate and not vanilla is the dominant flavor consumers opt for ice creams, with 25 per cent volumes being contributed for out of home consumption.
Speaking on this launch, Kantar managing director – Worldpanel division K. Ramakrishnan said “We are very excited at the launch of India’s only robust FMCG OOH panel. This panel will collect consumer data in real time and provide extremely actionable insights to the FMCG companies who operate in India and help them make informed marketing decisions.”
Brands
EcoMedia Solutions launches EcoMeter to track carbon impact in media
New tool aims to bring real data and accountability to ads and events
GURUGRAM: EcoMedia Solutions has rolled out EcoMeter, a new solution designed to bring sharper carbon accountability to advertising, media, marketing and events.
Built on its proprietary EMS platform, EcoMeter aims to help brands and agencies measure the environmental impact of campaigns and on-ground activations using real-world data rather than broad estimates.
The move comes as sustainability gains traction across boardrooms, even as measurement within the advertising ecosystem remains patchy and often reliant on spend-based assumptions. EcoMeter attempts to change that by using localised emission factors and activity-based inputs, offering a more grounded view of carbon output.
“Today, most carbon calculations in our industry are derived from spends or broad averages. That does not reflect what is actually happening on the ground,” said EcoMedia Solutions founder & CEO Rumjhum Gupta. She added that the tool factors in variables such as location, execution and materials to deliver a more accurate picture.
The platform allows users to compare media choices based on environmental impact, plan lower-carbon campaigns and generate data-backed ESG and BRSR reports. It spans formats including OOH, DOOH, print, digital and live events, bringing sustainability into the same decision-making framework as cost and performance.
EcoMedia Solutions says the larger goal is to move the industry beyond surface-level sustainability claims towards measurable action. As scrutiny from consumers, investors and regulators intensifies, tools like EcoMeter could play a key role in helping brands back intent with credible data.
With this launch, the company is betting that the next big metric in advertising will not just be reach or ROI, but impact that can be counted in carbon.
