MAM
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.
Indiantelevision.com 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.
Brands
Info Edge reshuffles senior roles, Ambrish Singh to 99acres, Bhisham Dhingra to lead Shiksha strategy
Leadership changes at Shiksha and 99acres aim to drive sharper growth focus
MUMBAI: Info Edge (India) Limited has approved an internal reorganisation of its education and real estate verticals, setting the stage for leadership changes aimed at sharpening execution and accelerating growth. The move, cleared by the board on April 14 through a circular resolution, will come into effect from May 1, 2026.
The restructuring impacts the company’s Shiksha and 99acres businesses, two key pillars in its portfolio, and involves role changes for senior management personnel. As part of the reshuffle, Ambrish Kumar Singh, previously executive vice president and head of sales and customer delivery for Shiksha, has been redesignated as executive vice president and head of sales and sales enablement at 99acres. A long-time company leader since 2003, Singh is expected to focus on boosting business performance, strengthening client relationships and building high-performing teams in his new role.
Meanwhile, Bhisham Dhingra, who led sales and customer delivery at 99acres, will now take on an expanded mandate as head of sales, strategy and client delivery for Shiksha. With over two decades of experience across global and Indian organisations, Dhingra will spearhead growth strategy, corporate sales and client engagement for the domestic education vertical.
Both executives will continue as senior management personnel, albeit with revised responsibilities aligned to the company’s broader restructuring goals.
Info Edge said the changes are part of ongoing efforts to leverage leadership expertise across business lines and improve operational effectiveness. The company added that the reshuffle is designed to drive stronger outcomes by aligning talent with evolving business priorities.
As Info Edge continues to fine-tune its structure, the latest leadership moves suggest a clear intent to keep its core platforms nimble, competitive and ready for the next phase of growth.
