MAM
IAS launches Election Lab
Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimisation platform, has announced the launch of the IAS Election Lab. Led by IAS research and insights, data science, and brand safety specialists, the IAS Election Lab aims to provide strategic guidance and actionable insights for advertisers during the global election season.
“As election season intensifies, marketers must be increasingly mindful of the content that they run adjacent to, which could range from misinformation to undesirable subject matter that may not be brand safe or suitable,” said IAS CEO Lisa Utzschneider. “The IAS Election Lab is committed to using the power of data science to help brands navigate the risks and opportunities that the elections will bring and provide actionable insights to ensure marketers can focus on performance.”
The IAS Election Lab’s tentpole research addresses marketers’ concerns as we enter the election season, including how to avoid misinformation and controversial content around Super Tuesday and other political events, while continuing to effectively reach engaged audiences and maintain brand reputation.
Highlights from the IAS Election Lab research include:
1 News-related misinformation appears to rise in conjunction with high-profile news events. This year, traffic peaked two days before Super Tuesday, marking a threefold increase compared to the Q1 volume rate.
2 Ads adjacent to risky political party content had a 66 per cent lower success rate and a 29 per cent higher, or $0.82 increase, in cost per conversion. Similarly, ads adjacent to news-related misinformation had a 53 per cent lower success rate and an eight per cent higher, or $0.23 increase, in cost per conversion.
3 After tracking the volume of negative sentiment political party impression traffic throughout Q1 2024, the IAS Election Lab found that traffic spiked in tandem with salient political events — including Super Tuesday.
4 During the 2020 presidential election, IAS observed that more than three in four consumers believed online advertising would play an important role in determining the outcome of the election.
For a step-by-step guide on how to safeguard and scale your brand in an election year, download your copy of the IAS Political Guide, and explore our IAS Election Lab for more insights.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
