CHROME DIGITAL TRACK

CHROME DIGITAL TRACK
CROSS MEDIA MEASUREMENT

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OVERVIEW

A growing number of consumers have joined the ranks of ‘cord-cutters’ by switching their viewing habits online. This phenomenon of cord-cutting has thereby resulted in the migration of viewers from cable & satellite broadcast to streaming platforms, which has further driven the rising OTT consumption. As these streaming platforms evolve, it is essential to understand the incremental reach that can allow publishers/advertisers to seize and capture an appeal with a huge, engaging digital audience. Coincidentally, India also has the largest population base of younger audiences from around the world. As a result, this mega market of primary internet consumers has driven the digital media consumption across the region. Rising internet penetration along with the provision of 3G and 4G services have bolstered the ever-growing consumption of smart devices and the fast reducing data cost.

Direct-to-Consumer (D2C) models are surging ahead by moving away from TV and other multi-level schemes to digital channels. With direct access to customers, these models can bypass traditional gatekeepers to sell, market and distribute their services. This allows for reduced cost in services along with an ease of convenience that offers a competitive edge over traditional channels which have middlemen placed between their services and their customers. While broadcast TV remains extremely effective with a large audience at scale, stakeholders must change their marketing gears to accommodate the forthcoming digital renaissance. Incremental reach is not limited to differentiating between TV and online viewership, but instead establishes a distinctive audience that engages with OTT platforms in addition to the audience exposed to linear TV campaigns. To cite the ‘News genre’ as an example, the incremental reach across all platforms is as almost high as 60% of linear broadcast in certain cases. Incremental reach is therefore instrumental for advertisers and publishers to track and gauge the actual reach of content which is much higher than the conventionally reported linear broadcast. Moving forward, this cord-cutting behaviour paired with the subsequent migration of the young user base to online streaming platforms ensures a turn of transition from linear TV to OTT platforms.