MAM
Tam enters into agreement with Esha Monitoring Service to monitor PR content
MUMBAI: Media research firm Tam through its special PR and content analysis division, Eikona PR Track has observed the increasing need to monitor and analyse PR and Media editorial efforts undertaken by companies across industries.
Therefore it has decided to lay special focus on media (editorial and content) measurement and analysis across TV, newspapers, magazines, internet and trade journals. This will be done through the exclusive agreement between Eikona PR Track and Esha News Monitoring Service, India’s premier full-fledged news monitoring agency. This tracks more than 90 TV channels within India.
Eikona PR Track has established facilities that will come up with various levels of in-depth studies that will showcase the use & effectiveness of PR by different product categories, companies, brands and even CEOs. Tam states that the reports and analysis from Eikona PR Track will be of tremendous value add for company professionals across the management structure – right from the CEO to the sales and marketing team in the grass root level. Tam states that it has deployed highly specialised professionals to look at various levels of analysis that will result in increased understanding of integrated communications.
Eikona PR Track will leverage its exclusive technical collaboration with Media Measurement Limited (MML) UK a media and content measurement firm. Tam states that television is playing an increasing role in the PR and content war game. To provide a perspective of news channels alone, if one just looks at the 25 news channels currently in India, a corporate has to monitor 20,000 hours (or one million minutes) of news every month. This calls for a dedicated and a specialised service
Esha News Monitoring Service, director R S Iyer says, “It is a strategic milestone for our organisation to have got associated with TAM Media Research. On the basis of our experience and feedback gathered over the past 6 years, our tie-up with Eikona PR Track will definitely go a long way in bringing highly specialised and timely TV content analysis. We are sure this will be a mutually beneficial relationship for both of us and the industry.”
Tam Media Research VP Atul Phadnis says, “PR is increasingly finding its place in Board Room discussions. PR and media content is being used at all levels of the management structure, to create a sound company perception, brand loyalty and its CEO’s leadership. No doubt, this tool is also now being brought under the ROI scanner – something that proves that PR is very effective”.
Eikona PR Track aims to generate analysis that will uncover untouched areas in the PR and Content measurement field. The results will be of huge academic and professional interest for the entire industry – be it advertisers, management educational institutes, PR Agencies and most importantly, the entire marketing set up of a Company.
“The interesting part is that in today’s environment, the senior most marketing team of any company in any industry has to keep an eye on monies moving into various marketing communications baskets – Advertising, Press Relations, Direct Marketing, below the line activities etc. Our analysis will not only enable the advertiser to equate ROIs on the various media coverage led initiatives but also examine the effectiveness of PR efforts as a whole – whether at a national level, regional or local level. The study will even be of high value for the sales and distribution team of the company” adds Phadnis.
AD Agencies
Publicis acquires AdgeAI to sharpen predictive measurement in advertising
Deal integrates AI-driven content intelligence with Publicis production platform
MUMBAI: Publicis Groupe is doubling down on data-led creativity with the acquisition of measurement and content intelligence firm AdgeAI, a move aimed at helping brands understand what truly works in their campaigns.
Announced on March 12 in Paris, the deal brings AdgeAI’s analytics technology into Publicis’ AI-driven production ecosystem, allowing brands to measure and predict creative performance in real time. The company said the integration will help marketers move beyond guesswork and focus on content that delivers measurable business outcomes.
AdgeAI’s platform analyses engagement and conversion data across video and digital campaigns to pinpoint which creative elements resonate most with audiences. By identifying patterns that drive results, the system provides insights that guide content strategy and improve returns on marketing investment.
The acquisition comes at a time when brands are producing more content than ever before. While the tools to create campaigns have become faster and cheaper, many marketers still struggle to determine which messages actually drive sales.
Publicis Groupe chairman and CEO Arthur Sadoun, said brands today need clarity rather than just volume. “In the AI era, brands do not simply need more content. They need to know what works, and why, so they can scale their messaging across audiences, markets and platforms,” he said. He added that the acquisition turns creative measurement from a backward-looking report into a forward-looking capability that predicts outcomes.
Publicis production chief executive officer Deepti Velury, said embedding predictive intelligence into the production process will allow brands to create fewer but more effective assets. According to her, AdgeAI’s technology can analyse creative components at a granular level and identify patterns directly linked to campaign performance.
AdgeAI co-founder and CEO Eyal Ben Shalom, described the deal as a shift in how the industry approaches creative intelligence. By plugging its technology into Publicis’ broader platform, he said brands will be able to move at the speed of digital algorithms without losing the spark of strong creative ideas.
With the addition of AdgeAI, Publicis is positioning itself to close the gap between creativity and data, giving brands a clearer view of what clicks with audiences and what drives the bottom line.
