Digital videos draw viewers in, but advertisers wary about real reach

Digital video viewership has nearly doubled in 2 years, but in an uncertain economic environment, advertisers seek more transparency in measurement systems

For the longest time, digital advertisers and stakeholders have believed that digital consumers fit into three main and interdependent categories, millennial, metro and male. This assumption has been an impediment to meaningful innovation in content offering and consumer based digital solutions, but not anymore. Thanks to the video.

Recently, Boston Consulting Group (BCG) and Confederation of Indian Industry (CII) released a report, ‘The trillion (and growing) touchpoint story – recognising the monetisation conundrum’. Sudhanshu Vats, chairman, CII National Committee on Media & Entertainment and group CEO and managing director, Viacom18 Media, India said, “India is one of the unique markets, where