Goafest 2023: Future of Connected Devices and Cross Channel Measurement

Starts 3rd October

Vanita Keswani

Madison Media Sigma

Poulomi Roy

Joy Personal Care

Hema Malik

IPG Mediabrands

Anita Kotwani

Dentsu Media

Archana Aggarwal

Ex-Airtel

Anjali Madan

Mondelez India

Anupriya Acharya

Publicis Groupe

Suhasini Haidar

The Hindu

Sheran Mehra

Tata Digital

Rathi Gangappa

Starcom India

Mayanti Langer Binny

Sports Prensented

Swati Rathi

Godrej Appliances

Goafest 2023: Future of Connected Devices and Cross Channel Measurement

The second day began on an exciting note.

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Mumbai: Day 2 of Goafest 2023 started with a musical morning with Divya Kumar and Asees Kaur. It was later followed by the first session of the day was an educative one by India Today, which discussed the Future of Connected Devices and Cross Channel Measurement with moderator, India Today Television consulting editor Rajdeep Sardesai - along with panelists - Comscore VP of sales & head Asia Pacific Geet Lulla, Chrome DM founder and CEO Pankaj Krishna, and ITGD CEO Salil Kumar.

The session drove conversations around the future of connected devices, which holds a seamless integration of various smart devices, enabling effortless communication and data sharing between them, while cross-channel measurement has become increasingly sophisticated, providing comprehensive insights into user behavior across multiple platforms and touchpoints for more effective marketing strategies.

Lulla commented, “Measurement is now moving from a monolithic approach to a fragmented approach, which needs to be reported frequently because data by itself is meaningless, it needs context.”

Krishna also presented his findings on incremental reach, which consists of three components, including browsers (223 mn), mobile devices (619 mn) and connected TVs (22.1 mn). These numbers have never been revealed before!

Kumar, too, made an important addition to his conversation about the monetisation of data. The panelists also accentuated the importance of clarity, wherein the measurement is concerned, as well as collaboration with regard to the real-time consumption ecosystem.