AD Agencies
Disney Star and Beatgrid collab to provide cross-screen advertising effectiveness measurement
Mumbai: Beatgrid, the global advertising effectiveness currency has collaborated with Disney Star to provide cross-platform measurement insights. This collaboration leverages Beatgrid’s cutting-edge deterministic measurement technology to provide brands with a well-rounded view of the effectiveness of their video campaigns across both Linear TV and digital platforms.
The collaboration focuses on utilising Beatgrid’s single-source panel measurement, which employs automatic content recognition (ACR) technology to passively gauge campaign performance comprehensively across multiple video advertising platforms rather than limiting it to standalone assessment on individual ones. This approach provides a distinctive value to advertisers with a common measurement methodology and metrics to assess impact of campaign exposure across linear TV content and channels as well as on digital video which will enable them to make better media investment decisions moving forward.
The studies conducted under this collaboration have demonstrated the unique strengths of both linear TV and digital platforms. Linear TV continues to offer significant advantages in terms of audience engagement and brand memorability, while Digital Video excels in providing targeted reach and balanced ad frequency distribution. This cross-screen brand impact measurement has illustrated the relative impact across exposed cohorts on only linear TV, only digital video (including user-generated content platforms) and both. The superior impact observed on brand’s mind metrics among the cohort exposed on linear TV’s professionally generated content (PGC) reaffirms the insight that “context of exposure” matters. Multiple measurement studies run by Beatgrid across brands of FMCG, E-commerce, smartphones etc. have shown a consistent 10 per cent plus higher score on awareness, interest, consideration and purchase intent among the audience cohort exposed to ad campaigns on linear TV’s PGC.
Disney Star has chosen to lead this innovation agenda towards elevating the quality of advertising effectiveness measurement in India and offer better guidance to its clients through this collaboration with Beatgrid.
Disney Star head of network ad sales Ajit Varghese commented, “We are working with Beatgrid to understand the impact of cross-channel ad campaigns on brand outcomes. Their ACR measurement is robust and has the advantage of capturing impact of linear TV and digital advertising exposure from the same source. This collaboration, strategically undertaken with an independent expert, Beatgrid, allows us to provide our clients with a comprehensive view of their campaign performance, helping them make better-informed decisions about their media investment moving forward.”
Beatgrid co-founder Daniel Tjondronegoro said, “This collaboration marks a significant milestone in ad effectiveness measurement in India. By combining our advanced measurement technology with Disney Star’s extensive reach, we are able to offer brands a clear and actionable understanding of their advertising impact across multiple platforms, understanding the market in India better than anyone has before.”
This collaboration underscores the commitment of both Disney Star and Beatgrid to drive innovation and support strategic decision-making in a dynamic and fast-evolving media environment.
AD Agencies
AdTrust Summit 2026 to examine trust, AI and Gen Alpha in advertising
Two-day summit in Mumbai to explore ethics, regulation and the future of advertising trust
MUMBAI: At a time when advertising is navigating a delicate trust deficit, the Advertising Standards Council of India is preparing to bring the industry to the table. On 17 and 18 March, the body will host the inaugural AdTrust Summit 2026 in Mumbai, a two-day gathering designed to spark conversation around responsibility, regulation and credibility in modern advertising.
The summit, to be held at the Jio World Convention Centre in Bandra Kurla Complex, will bring together leaders from advertising, media, technology and policy to examine how brands can build trust in a marketplace increasingly shaped by algorithms, influencers and artificial intelligence.
In an age of deepfakes, dark patterns and blurred lines between content and commerce, the question is no longer just how brands capture attention, but whether audiences believe what they see. The AdTrust Summit aims to unpack that challenge.
Day one will turn its attention to the youngest digital natives. Titled Decoding Gen Alpha, the session will unveil ‘What the Sigma?’, a study by ASCI and Futurebrands Consulting that explores how children growing up in a hyper-digital environment encounter advertising and commercial messaging.
The report presentation will be delivered by Santosh Desai, founder and director at Think9 Consumer Technologies and a social commentator known for his insights into consumer behaviour. The discussion that follows will attempt to decode how Gen Alpha consumes media, interacts with brands and navigates the growing overlap between entertainment and marketing.
In a move that mirrors the subject itself, two Gen Alpha students will also join the conversation, offering a rare perspective from the generation advertisers are trying to understand.
The second panel of the day will shift the focus from observation to implication, asking what the report’s findings mean for brands, agencies and society. Speakers include Karthik Srinivasan, communications strategy consultant; Preeti Vyas, president at Mythik; and Abigail Dias, associate president planning at Ogilvy. The session will be moderated by Sonali Krishna, editor at ET Brand Equity.
Day two moves from insight to regulation. Under the theme From Compliance to Trust, ASCI will release its Ad Law Compendium, a comprehensive guide to India’s advertising regulations.
The day will open with a keynote by Sudhanshu Vats, chairman at ASCI and managing director at Pidilite Industries, followed by a chief guest address by Sanjay Jaju, secretary at the Ministry of Information and Broadcasting.
Legal experts from Khaitan & Co., including Haigreve Khaitan, senior partner, and Tanu Banerjee, partner, will present an overview of the current advertising law landscape in India and examine whether existing frameworks are equipped to deal with emerging technologies and formats.
Subsequent panels will explore issues increasingly shaping the industry’s ethical compass. Conversations will range from the limits of persuasive design and the rise of dark patterns, to the growing scrutiny brands face from digital creators and consumer watchdogs.
One session will also feature Revant Himatsingka, widely known online as the Food Pharmer, whose critiques of packaged food brands have sparked debate around transparency and corporate accountability.
Later discussions will turn toward media literacy among Gen Alpha, asking how children can be equipped to navigate a digital world where gaming, content and commerce are becoming indistinguishable.
The summit will conclude with a final panel on the future of advertising, bringing together voices from agencies, legal circles and technology platforms to discuss how innovation, intelligence and integrity can coexist.
For an industry built on persuasion, trust has always been its quiet currency. But as audiences grow more sceptical and digital ecosystems more complex, that currency is under pressure.
Events like the AdTrust Summit suggest the advertising world knows it cannot afford to take credibility for granted. The real challenge now is turning conversation into commitment.
