By A Correspondent
After a successful first edition of Zee MELT, Kyoorius is gearing for the second edition of the event. The two day event will be held on 26-27 August, 2016 at Pullman and Novotel, Aerocity, New Delhi.
MELT 2016 is a festival of creativity and innovation at the convergence of advertising, digital, media, marketing and emerging technology. It will see a host of sessions, workshops, conferences, expo area and more across several parallel sessions for different audiences based on four pillars – Learning, Networking, Showcase and Celebration.
Of the host of sessions, BARC India, the media measurement company in India will be hosting sessions on two trending topics: ‘Understanding Viewability In Today’s Digital Era’ and ‘Role of Big Data Sets In Driving Ad Effectiveness’.
The session on ‘Understanding Viewability In Today’s Digital Era’ will focus on understanding the current global standard metrics being used in digital measurement with respect to Ad effectiveness, Ad viewability and Digital ROI. The speaker lineup includes: Brian Murphy, VP, Product Management, Integral Ad Science; Paul Goode, SVP, Strategic Partnerships, comScore; Guy Barbier, Business Lead of India, Moat and Partho Dasgupta, CEO, BARC India.
The second session named ‘Role of Big Data Sets in Driving Ad Effectiveness’ will look at the new tool named ‘Big Data’ being used by broadcasters, agencies and advertisers to understand their audiences better. The session which will have Bjoern Kroog, Global Head POS Analytics and Integrated Market Intelligence, GfK; Sukanyya Misra, Senior Vice President, Mastercard Advisors Shared Services, India and Romil Ramgarhia, Chief Business Officer, BARC India, aims at understanding its importance in arriving at marketing decisions backed by big data.
“While Ad Viewability and Big Data are currently the two most talked about topics, the understanding on them are still limited. Through the sessions, we are aiming at informing and educating audiences on their importance and also give a world view,†said Partho Dasgupta, CEO, BARC India.