MAM
OMD China unveils data smart television measurement tool
MUMBAI: OMD China has launched Predictor 2.0 – a tool, which is designed to help marketers evaluate the real value of existing TV programs.
Predictor 2.0 also predicts future TV ratings by taking into account various factors which influence it.
Brands continue to pay record prices for TV show sponsorships, yet the effectiveness of their investments remains open for deliberation and measurement. Predictor 2.0 quantifies the real value of TV programming through a combination of TV ratings and social buzz created.
“It’s a breakthrough in television measurement. Previously TV had been measured by a one dimensional indicator – “ratings.” We created Predictor 2.0 in response to a staggering amount of evidence related to social interactions emanating from TV programs. Hence, Predictor 2.0 combines a very important factor ‘social influence’ on TV ratings and also the reverse influence of TV in the social space. Together, these two effects can push a program to its peak popularity or drive the ratings down,” said Omnicom Media Group Asia head of brand science Saurav Bhowmik.
Additionally, Predictor 2.0 has algorithms and machine learning capabilities to forecast the future of a program to help marketers by understanding the audience around a TV show even before it premieres as well as breaking down the elements of branded content which potentially creates the biggest ratings impact.
Currently, there are other program evaluation systems, which provide a “forecast” function, but they have a qualitative approach rooted in an expert based scoring system. These systems provide “recommendation scores” instead of directly predicting the ratings. Predictor 2.0 has a more quantitative approach, which links program information to social media attention indexes and hence evaluates and recommends content opportunities.Predictor 2.0 identifies 12 key topics through social big data (at least 10M social posts) and with modeling, links the TV rating to quantify the real value of the program. In addition to social buzz, other factors considered in the prediction model include: the TV channel, celebrities/producers, on-air time-slot, and competition with other key programs. Because of this, it is also feasible to do forecasting for new TV programs as well.
OMD China CEO Arlene Ang said, “OMD is committed to developing data smart media solutions, and we are continuing to set the industry standard by developing the first program assessing tool. Innovation is key to our success and Predictor 2.0 is an example of how we are committed to being at the forefront of game changing thought leadership.”
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
