从盲点到亮点：印度首席营销官如何重拾清晰度

Blind spots to bright spots:How Indian CMOs are Analyst’s Take:The CMO’sVisibility Gap Ground controlto CMO:Stopflying blind with Yet for many Indian marketers,that visibility still stops shortof what matters most: knowingexactly who is watching, where, Commentary by AndrewMilroy, Founder andPrincipal Analyst atVeqtor8, specialising indigital transformation and “Advertisers are spendingmillions of dollars and theyneed that kind of transparent,third-party, validated data,”says Hemant Kewalya,Executive Director of Audience When the Indian PremierLeague—the world’s biggestcricket spectacle collideswith India’s fastest-growingmedia market, something Major Challenge: Every CMO is expectedto prove ROI in financialterms, yet their datais fragmented across “The core problem Indian CMOsare wrestling with is fragmentedmeasurement caused by siloed platforms, Streaming and SocialDisruption:Streaming,short-form video andsocial commerce havebroken the traditional between what’s reported and But a new wave of cross-mediameasurement is bringing clarityand powering a smarter, moreconnected era of marketing inIndia. At the centre of that shiftisNielsen ONE Ads: a unified Need for Unified View:A unified cross-platformview provides clarityand control. It not onlyexplains past results,but it directs future Hemant KewalyaExecutive Director Confidence to clarity gap and the explosion of newformats and innovations in ad According toNielsen’sMarketing ROI Blueprint 2025, “India being a mobile-firstmarket adds to the excitement,since personalised targeting andmessaging can be curated foreach individual. But while digitalis growing, advertisers don’t 85%of marketers saythey are confident in Yet only32% “That restricts them from makingbetter campaign decisions interms of reach optimisationand costs. Hence, the call for actually measure ROI holistically Kewalya says this has madetransparency critically important.If anything, it has made In India, where digitaladvertising continues to surgealongside TV and mobile,that gap widens. With OTTviewership soaring to 54.7crore (547 million viewers) “With digital growing rapidlyand spending increasing, thereis a critical need for a robustmeasurement system that istruly independent,” he adds.“A third-party solution like measurement system for digitalsports and entertainment,powered by Nielsen ONE Ads.This collaboration addressed theindustry’s need for transparent, IPL test case:measuring at scale The fragmentation of data—and the massive opportunity tounify it—is most apparent in live “IPL is one of the most sought-after properties in India,and one of the top leaguesglobally,” Kewalya says. “It’sbroadcast live, and creativesare dynamic for each cohortthey address. That makes live In April alone, nearly5 bil. impressions He adds that the format itselfmagnifies engagement patterns. using Nielsen ONE Ads onJioStar— averaging aroundone billion per week, with more “While not all fans stick forthe entire duration of a match,engagement is higher thanmost other content, with manywatching on mobile devices.That means reaching fansbetween login and logoutbecomes crucial. It tests both For Anup Govindan, ChiefRevenue Officer - SportsBusiness, JioStar, the timing This collaboration addressed the industry’sneed for transparent, people-leveldeduplicated insights into the massive Earlier this year ahead of the TataIPL 2025, Nielsen and JioStarjoined forces to launch India’s first “Our association with Nielsenbridged that gap, deliveringunparalleled insights into theircampaign performance, empowering “Before the Nielsen and JioStarcollaboration, advertiserslacked an independent,unified way to measure digitaland live sports campaignslike the IPL. Most relied onpublisher reported data to context and deduplicationto ensure real people—not Govindan says the collaborationanswered that call. “In most cases, measurementis done by tagging deviceIDs,” Kewalya says. “Nielsen,on the other hand, measurespeople-level reach by leveragingmultiple datasets— includingpanels and publisher data tocreate a Nielsen ID system that “Our association with Nielsenbridged that gap, deliveringunparalleled insights intotheir campaign performance,empowering advertisers Anup GovindanChief Revenue OfficerSports, JioStar Billions of impressions,real people, real data He adds that Nielsen also filtersout non-human traffic. “We Indeed, the 2025 IPL seasonbecame a proving ground for “Nielsen, on the other hand,measures people-level reach byleveraging multiple datasets— Behind these billions ofimpressions lies a new way ofthinking about measurement— to identify bots—for example,unusually high impressions froma single ID will be flagged andmonitored before being excluded Nielsen ONE Ads data morestrategically, though broaderadoption will take time. “Advertisers who truly understandthe value proposition havebeen asking publishers andthe ecosystem to leverage Nielsen’s data revealed ageneral invali