Ormax Media launches campaign evaluation tool

Mumbai-headquartered media analytics and consulting firm, Ormax Media, has launched Ormax Mpact, a brand lift measurement tool designed to help brand marketers and advertisers evaluate and optimise the impact of their media campaigns, collaborations, and innovations.

According to Ormax Media, more than 8,000 major brand partnerships, sponsorships, and collaborations are executed by brands and media agencies in India every year. These span across a host of activities including sports, reality shows, digital collaborations, newspaper jackets, in-content product placement, brand-integrated ads for films and shows, roadblocks on TV, OOH, and BTL innovations. Due to India’s increasingly cluttered media landscape, measuring the effectiveness of ad campaigns has become challenging.

Shailesh Kapoor, founder and CEO, Ormax Media, said, “Advertising has become complex today due to emergence of new forms such as sponsorships, product integrations, influencer collaborations, branded content, etc. Given the complexity and the fact that unconventional forms come at a price premium, advertising effectiveness needs to be measured with greater precision than before. Ormax Mpact gives brands as well as platforms a structured, data-led approach to evaluate and refine their media strategies, ensuring that every campaign delivers maximum impact.”

Shailesh Kapoor, founder and CEO, Ormax Media

Ormax’s tool aims to provide brands with data-driven insights that boost their marketing ROI on such associations, by measuring the impact of both, creative content and media platforms, on key brand metrics.

The new tool offers two distinct approaches to isolate and measure the impact of a campaign, media innovation, or collaboration. In the ‘audience vs non-audience’ approach, the tool measures the influence of the specific media platform (TV channel, digital platform, publication, etc) on the brand metrics, by comparing those exposed to it with those who aren’t. In the ‘exposed vs control’ approach, it evaluates the impact of a specific creative (TV commercial, print ad, digital ad, etc) on the brand metrics, by comparing viewers who have seen the ad with those who haven’t.

Keerat Grewal, head – business development (TV, streaming, and brands), Ormax Media, said, “Ormax Mpact enables brands to quantify the effectiveness of their media spends--ranging from an IPL sponsorship to a Shark Tank collaboration, to an integration with a big film like Pushpa 2, to a TV campaign with new ad creatives. Equally, it enables platforms, like TV channels, print publications, AVOD and social media platforms, or radio stations, to build learning and case studies on the effectiveness of the sponsorships and innovations sold by them, helping them craft and monetise such initiatives better in subsequent opportunities.”

Ormax Media informs that since its campaign evaluation tool is backed by its 16 years of research in media integrations, it can also provide benchmarking support to brand advertisers. The firm has an online research panel of over three lakh media consumers across 1,500+ Indian towns. This ready pool of respondents will be used for Ormax Mpact projects to facilitate rapid and cost-effective campaign evaluation for brands.

A typical Ormax Mpact research is priced between INR 2.5 lakhs and INR 6.5 lakhs, depending on sample size of the research. Ormax Media has already built case studies and benchmarks across categories, and is targeting a wide array of brands, media agencies, and platforms as prospective clients.