Hansa Launches Subscription-Based Ad Impact Service

In Mumbai, India, Hansa Research has launched an independent, subscription-based impact measurement service for ads across digital video platforms, based on face-to-face interviews with a large sample across ten cities.

Hansa is a wholly-owned subsidiary of Indian marketing services company R K SWAMY Limited, and works across multiple countries and sectors with a range of packaged and customized offerings. In addition to India, Hansa has offices in Singapore, Dubai, Bangladesh and the USA.

The service will include coverage of YouTube, Instagram, Facebook, OTT and other video channels viewed on the mobile screen, assessing the impact of campaigns while they are live, against the brand's specific target audience. Hansa says that with a sample of 2,500 face-to-face respondents per month, the study will be the largest of its kind. Advertisers can subscribe for a one-month study, with a maximum of three brands studied during any one month.

The study will provide information on the viewing environment, platform consumption and exposure frequency, with assessment of ad recall, message comprehension, relevance, likeability and purchase intent, and analysis of consumer viewing behaviour such as muting, skipping, fatigue, notice taken of ads, and sharing and forwarding patterns. A Category Deep Dive will place brand performance within a competitive context, comparing ad recall with the category average and benchmarking against competitors.

CEO Praveen Nijhara (pictured) says the objective of the new service is 'to equip brands with meaningful insights that can enable clearer decision-making on media planning and campaign optimisation for digital video platforms.' He adds: '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 firm is online at www.hansaresearch.com .