MAM
WATInsights launched under Recogn
MUMBAI: WATConsult, a leading and most awarded digital and social media agency, part of the Dentsu Aegis Network, has launched a new property called WATInsights, under its market research division, Recogn.
WATInsights will offer periodic reports which provide powerful insights and trends on the Indian digital landscape. Through these reports, WATConsult aims to help marketers understand the digital consumer better and translate the insights into actionable strategies.
The first report released is based on the usage of brand apps and their impact on brand consideration. Below are the key findings of the study:
· 81% of respondents are currently using or have used brand app(s), while 19% have never used them
· Majority of the respondents use news related brand apps followed by over-the-top (OTT) apps and business / finance apps
· 76% of respondents discovered brand apps through their friends and family and 66% were influenced by them to install
o 46% discovered via ads featured on traditional media platforms (TV, radio, newspapers) and 48% were influenced by them
o 58% discovered brand apps via in-built app stores and 40% were influenced. Surprisingly, 20% discovered brand apps at the point of purchase and installed them straightaway
· Relevance, Usability and Entertainment are the factors essential for improving the satisfaction levels of brand app users
· A large majority of users are more likely to purchase a brand product / service after using the brand app than watching the brand’s add on media
WATConsult CEO Rajiv Dingra said, “The changing demographics and technologies have brought about a shift in the way consumers engage with brands, products and services. The customers’ purchase and consumption behaviour is in a state of constant flux and marketers need to keep pace with this to stay relevant. Keeping this is mind, we have launched WATInsights, which will showcase industry insights and help marketers take better decisions in creating campaigns.”
The entire report can be viewed on – http://recogn.in/watinsights.php
Brands
EcoMedia Solutions launches EcoMeter to track carbon impact in media
New tool aims to bring real data and accountability to ads and events
GURUGRAM: EcoMedia Solutions has rolled out EcoMeter, a new solution designed to bring sharper carbon accountability to advertising, media, marketing and events.
Built on its proprietary EMS platform, EcoMeter aims to help brands and agencies measure the environmental impact of campaigns and on-ground activations using real-world data rather than broad estimates.
The move comes as sustainability gains traction across boardrooms, even as measurement within the advertising ecosystem remains patchy and often reliant on spend-based assumptions. EcoMeter attempts to change that by using localised emission factors and activity-based inputs, offering a more grounded view of carbon output.
“Today, most carbon calculations in our industry are derived from spends or broad averages. That does not reflect what is actually happening on the ground,” said EcoMedia Solutions founder & CEO Rumjhum Gupta. She added that the tool factors in variables such as location, execution and materials to deliver a more accurate picture.
The platform allows users to compare media choices based on environmental impact, plan lower-carbon campaigns and generate data-backed ESG and BRSR reports. It spans formats including OOH, DOOH, print, digital and live events, bringing sustainability into the same decision-making framework as cost and performance.
EcoMedia Solutions says the larger goal is to move the industry beyond surface-level sustainability claims towards measurable action. As scrutiny from consumers, investors and regulators intensifies, tools like EcoMeter could play a key role in helping brands back intent with credible data.
With this launch, the company is betting that the next big metric in advertising will not just be reach or ROI, but impact that can be counted in carbon.
