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
Microsoft shifts global media account from Dentsu to Publicis Groupe: Reports
Closed review ends decade-long tie-up; Xbox remit may remain with Dentsu
MUMBAI: Microsoft has reassigned its global media planning and buying business to Publicis Groupe, according to media reports, ending Dentsu’s long-standing stewardship of one of the advertising industry’s biggest accounts.
The move follows a closed review and marks a notable shake-up in the global media landscape. Dentsu, which managed the account through Carat, had held the mandate since 2014 and successfully defended it in a 2018 review.
While the broader business is shifting, Dentsu is expected to retain media responsibilities for Xbox, according to media reports, though the exact contours of that arrangement remain unclear. None of the parties involved have publicly outlined the transition timeline or the full structure of the handover.
The scale of the account underscores the significance of the change. Estimates from COMvergence, cited by Ad Age, peg Microsoft’s global media spend at roughly $700 million last year.
For Publicis Groupe, the win deepens an already expanding relationship with the tech giant. Earlier this year, Microsoft Advertising partnered with Publicis Media Exchange and Epsilon to integrate Epsilon’s data into its platform, aiming to sharpen targeting across search, native and display formats.
The decision reflects a broader industry shift, as large advertisers increasingly favour agency partners with strong first-party data capabilities, AI integration and platform-led solutions. Publicis Groupe has been leaning into this model, positioning its data assets and technology stack as a central differentiator.
For Dentsu, the loss is significant. Media remains a core pillar of its global business, and the development comes close on the heels of leadership changes, including the appointment of Takeshi Sano as global chief executive officer.
The shift also carries a touch of irony. Microsoft and Dentsu have worked closely beyond the client-agency relationship, including collaborations around AI tools such as Copilot to support media and creative workflows.
As the dust settles, the message is clear: in today’s data-driven, AI-powered media world, relationships may be long, but they are rarely permanent.
