By: VJ Media Bureau
Last updated : December 05, 2017 6:53 pm
With a technology-enabled monitoring mechanism, media owners would be able to store and retrieve real-time data on any media unit where the campaign is deployed. Currently, this technology is being applied on billboards.
Media owners are having to deal with random deductions on payments every now and then whenever advertisers cite that their campaign was not seamlessly executed. With a technology-enabled monitoring mechanism, media owners would be able to store and retrieve real-time data on any media unit where the campaign is deployed. Currently, this technology is being applied on billboards.
Sen explained that It was mainly because of lack of data on media monitoring that POs are being released to media owners much after a campaign is executed. He added that all media buying is now subject to intense scrutiny and service level norms are getting stricter by the day. So, the importance of media monitoring can hardly be overstated.
For want of data “everyone seems to sacrificing quality,” he said. “We need to create transparency in all our dealing.” This can be tackled by using Internet and GPS-based technology with which each site can be identified and monitored continuously.