Comscore appointed as official digital partner for ad rates in India

Single source of ad rate measurement across platforms

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Kedar Gavane, senior vice president of Comscore
Kedar Gavane, senior vice president of Comscore

Appointed by the Bureau of Outreach and Communication (BOC), Comscore currency will be used to set ad rates for desktop and mobile advertising in India to help create a fair and stable marketplace.

Comscore, a partner for planning, transacting and evaluating media across platforms, announced its appointment as a digital partner for setting ad rates in India by the Bureau of Outreach and Communication (BOC). The BOC undertakes multi-media advertising and publicity for various ministries and departments of the Government of India. This appointment represents BOC and Comscore’s commitment to providing the industry with a single trusted source of measurement across platforms. At present, all publishers have been invited to submit their monthly numbers for empanelment.

“We are excited that Comscore has been selected as an official digital audience measurement currency in India,” said Kedar Gavane, senior vice president of Comscore in APAC. “As the advertising market in India continues to evolve, we are proud to provide accurate, independent measurement so that advertisers and agencies feel confident in their advertising decisions across key channels,” Gavane added.

Operating in 78 countries, Comscore is the appointed online measurement standard in several markets across the globe, including Indonesia, Malaysia, the UK, Spain, Finland and Norway.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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