#Goafest2023: The future of Connected Devices and Cross Channel Measurement

Day 2 at Goafest 2023 resumed with a panel discussion on the future of Connected Devices. Panellists weigh in on industry trends .

“Content is simply something that you provide to the viewers, distribution and advertising is God” said Rajdeep Sardesai - Consulting Editor - of India Today Television who moderated Goafest 2023 Day 2’s panel discussion on the Future of Connected Devices and Cross Channel Measurement. The panel consisted of Geet Lulla - VP of Sales & Head Asia Pacific - Comscore, Pankaj Krishna - Founder and CEO - Chrome DM, and Salil Kumar - CEO - ITGD. 

This 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 behaviour across multiple platforms and touchpoints for more effective marketing strategies.

Here’s a rundown of the panel discussion. 

Measurement of multimedia in a changing landscape

Rajdeep Sardesai started off by questioning the panel whether the world truly is device agnostic. 

Pankaj Krishna mentioned that, unlike cable and broadcast, digital doesn’t require a hardware device to measure. He further said, “There are three primary categories for media measurement – browsers, mobile phones, and connected TVs.” 

He added that as viewers continue to consume content across various platforms, it has become crucial for traditional media outlets to adapt and deliver their content on different devices to reach wider audiences.

Talking about this, Geet Lulla added, “Every time there is a tech-based disruption, people tend to digress. The question isn’t about past or future, I think it's about past ‘and’ the future.” He further mentioned that today’s reality is moving away from the monolithic approach to advertising to a fragmented one.

Traditional Media V/S Digital Media

Talking about the gradual shift between traditional media v/s digital, Salil Kumar said, “Audiences today want to consume news wherever they are. The mobile-first approach has great potential today.” 

He added that the moment brands find new devices to stream their content, their reach will rise exponentially. 

Also Read: Goafest 2023 Day 1: EssenceMediacom bags ‘Media Agency of the Year’

Pankaj Krishna added, “Linear content continues to be consumed. Moving from cable and satellite transmission to digital”

Measuring Social Media impact

Geet Lulla stresses, “Data by itself is meaningless, it needs context.” He further mentions that social is the needed context that traditional mediums may lack. 

He adds, “We are not going to be able to use third-party cookies and third-party data for much longer than six to 12 months. So we have to use first-party data, and we have to be able to use that to predict the future.” Geet Lulla thinks that the missing link between social and brands is the lack of monetisation." 

Salil Kumar shared, “CPMs are declining, with viewers showing loyalty towards specific programs rather than OTT platforms. Satellite TV could benefit from adopting a programmatic approach to advertising, thereby unlocking new revenue streams.”

The best way to sell digital when transitioning from cable and satellite is trying to equate the two, said Pankaj Krishna. 

The panel concluded with the thought that collaboration is the key to obtaining census-level data and real-time data will increasingly become valuable and monetized.