Hansa Research rolls out digital video ad impact measurement service

Hansa Research has announced the launch of an independent, subscription-based service designed to measure the impact of advertising on digital video platforms including YouTube, Instagram, Facebook, OTT services and other mobile video channels. The offering aims to give advertisers a consistent measurement framework at a time when investment in digital video continues to rise.

Praveen Nijhara, CEO of Hansa Research, said: “The objective is to equip brands with meaningful insights that can enable clearer decision-making on media planning and campaign optimisation for digital video platforms. Insights on the Creative will be a bonus. There is a lot of investment going into these platforms and an independent measure will help.” The service has been developed in consultation with media planners to ensure it provides actionable data for brand teams and agencies.

The study measures advertising effectiveness while campaigns are live and focused on a brand’s defined target audience. It includes a monthly sample of 2,500 respondents, adding up to 30,000 interviews in a year, making it one of the largest studies of its type. The sample is drawn from ten cities among users aged 18 and above. Interviews are conducted face-to-face with physical verification of apps on respondents’ mobile devices. Advertisers can subscribe for a one-month study at a fee of INR 9 lakh per brand, with only three brands evaluated in any given month. Subscription operates on a first-come-first-served basis.

The framework assesses mind measures such as ad recall, message comprehension, relevance, likeability and purchase intent. It also provides detailed insights into consumer behaviour, including muting, skipping, fatigue, attention patterns and sharing or forwarding tendencies. In addition, the study offers information on viewing environments, platform usage and exposure frequency to help advertisers contextualise campaign performance within real consumption conditions.

A key feature of the service is the Category Deep Dive, which contextualises individual brand results within competitive landscapes. This includes category-level advertising recall and comparative benchmarks that indicate how a brand is performing relative to others in the same segment. Such competitive insights are designed to support both planning and post-evaluation exercises.

Hansa Research also released findings from an independent pilot conducted among 3,000 respondents using face-to-face interviews. The pilot shows that consumers spend an average of 2.17 hours per day on mobile screens. It reports that 78% of viewers skip ads during playback and that a large portion of consumption occurs in public or shared environments, often with sound muted. Despite exposure, the pilot highlights limited brand recall, with respondents remembering an average of around 1.5 brands.

By providing third-party metrics supported by robust fieldwork, Hansa Research aims to offer brands a clearer view of how digital video investments translate into impact, enabling improved planning, sharper creative decisions and more precise optimisation.