Dentsu Aegis Network's data sciences division has announced the launch of Prism, a video planning and insights tool that aims to provide a single audience view across TV and digital.
The tool covers consumption pattern of the digital consumers on Facebook, YouTube and programmatic video with BARC to provide audience insights. It will be used for all Dentsu Aegis Network India clients.
Gautam Mehra, chief data officer, Dentsu Aegis Network South Asia, said, “In the ever-changing media landscape, we are experiencing a golden age of video consumption in India with fantastic content and platforms. The proliferation of smart devices is changing the way consumers consume content. Today India boasts of 800+ TV channels watched by 780 million Indians. There are nearly 100 million subscribers to OTT platforms and nearly 260 million online video watchers in the country. Evidently, multi-screening has become a part of the natural video consumption habit of the average Indian. One of Dentsu Aegis’ core objectives today is to deliver a proprietary, audience-first approach to video planning that maximizes client investment across TV and digital video. The idea here is always to harness the true power of data. DAN Prism is just one more step in that direction.”
Rajni Menon, CEO, Carat India, added, “The TV viewing landscape of the country is swiftly changing owing to the mushrooming of a large number of OTT players, better connectivity and increased smart-phone penetration. As a country, we are now spending a lot more time watching video content. A large part of this is done on the mobile and on tablets. DAN Prism serves to be a powerful tool that reflects people’s behaviours today, enabled by convergence."