Ormax Media launches brand lift measurement tool ahead of IPL

Ormax Media has introduced Ormax Mpact to centralize the measurement of brand integrations and sponsorships, addressing the fragmented nature of current brand lift studies. By aggregating data from diverse platforms, including sports and reality shows, this tool provides a unified repository that establishes industry benchmarks. This approach allows brands to move beyond isolated campaigns and understand long-term audience engagement trends through consistent, macro-level analysis. The timing of this launch, particularly before major sporting events, highlights the critical need for reliable analytics in an era of complex, non-traditional advertising. As influencers and integrated marketing become dominant, advertisers require deeper insights to justify investments. By offering affordable, custom research services, the initiative aims to serve both large and small entities, fostering a broader ecosystem of data-driven decision-making across various media channels. This development is highly relevant to the open data community as it advocates for the creation of standardized, centralized metrics in advertising analytics. Currently, valuable insights remain siloed within individual agencies, hindering collective understanding. Ormax Mpact’s model demonstrates how aggregating disparate data sources can reveal broader patterns, suggesting that open, shared benchmarking could significantly improve transparency and effectiveness in marketing research.

Source: economictimes.indiatimes.com
Published on 2025-02-15

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