Kantar and VTION™ Reveal Association to Provide India’s First Nonstop ‘OTT Audience Measurement’ Solution

 Mumbai, Maharashtra, India

Kantar, the top data, insights and consulting company of the globe has entered into an association with VTIONTM to roll out ‘OTT Audience Measurement’, India’s First, Real-Time Audience Measurement Solution that reshape audience measurement. The combined, go-to-market offering merges Kantar’s specialisation in media measurement and Consumer insights with VTIONTM’s proprietary audience measurement expertise and data management framework to furnish an exclusive, thorough comprehension of audience behaviour, vision for communication planning as well evaluation of ROI for media investments across OTT Video platforms, OTT Audio Streaming & Podcasting and Broadcast Radio FM Platforms. Speaking about the new association, Hemant Mehta, Managing Director, Insights Division, Kantar observed, “With consumers moving seamlessly across screens, it is imperative that their behaviour across different media platforms is tracked comprehensively. The explosion in smart phone ownership, availability of affordable data plans and launch of multiple OTT based media options, have resulted in consumers increasingly spending time on their phones and seek their entertainment solutions. OTT platforms have broken the shackles of linear broadcasting and are changing consumers’ entertainment and media consumption habits. With the launch of OTT Audience Measurement solution, we hope to provide rich insights into audience profiles, their content and platform preferences as well as give guidelines for communication planning and activation. We are confident that our partnership with VTIONTM will bring immense value for all the constituents of the industry – content creators, platforms, brand owners and media planners.” Giving his views on the engagement, Manoj Dawane, Founder & CEO of VTIONTM revealed, “Today, more than half of the world’s population has the power of smartphones. This is profoundly changing the way in which consumers are satisfying their entertainment needs by using their devices to discover and consume content of their choice as per their convenience. At VTIONTM, we, are utilising this power to study their entertainment consumption habits. Our mission is to bring to the market a real-time audience measurement powered by latest technology. Our partnership with Kantar and our proprietary data management framework, which utilizes advanced Machine Learning algorithms, will significantly enhance consumer understanding and add new layer of intelligence for the industry.” About Kantar Kantar is the key data, insights and consulting company of the globe.The organisation comprehends more about how people think, feel, shop, share, vote and view than anyone else. Merging its technology in human understanding with sophisticated expertise, Kantar’s 30,000 people assists the the top organizations flourish and expand. About VTION VTIONTM is an Audience Measurement & Analytics company which utilizes patent applied expertise to evaluate and review consumption of OTT Video, OTT Audio, Podcasting & Broadcast Radio FM on smart devices. The ubiquitous smartphone has become the chosen screen for infotainment and content consumption worldwide. VTION’s SDK/App, once downloaded and installed post consent on their smart devices by clients, evaluates and reviews data which is published on a modern Analytics & Business Intelligence Dashboard in Real Time. By ANJISHNU BISWAS