BARC is all set to enter the digital space with a roll-out of their digital measurement service, named EKAM. According to the CEO, Partho Dasgupta, the digital ecosystem needed a measurement system of video ad and content. He said that Barc India is working towards integrating TV and digital measurement and will provide third party measurement as well as verification of audience. He concluded saying that the service will eventually measure view ability of ads and content.
The services will be rolled out sometime in the next two years. The service will measure video advertisement campaigns, linear as well as non-linear broadcasts. Along with this, it will also measure pure play digital content, meaning content that’s available on the digital platforms only.
There will be a range of services under EKAM, with brand names like EKAM Pulse, EKAM Beam and EKAM Stream. Another service offered will be named EKAM Ad-Scan, which will offer information about digital advertising across the country.