TechManch 2019: Google’s Dhruv Dhawan explains the ‘value of impression’

The second day of the 3rd edition of TechManch held on June 29 saw the spotlight session with Dhruv Dhawan, Group Head- Accelerator Business, Google India. He conducted his session on ‘Value of an Impression’. In his session, he took the audience of digital marketers, media planners and media agencies through a presentation on the value of impressions and a CrossMedia(TM) research conducted by Kantar.

Dhawan started his presentation with a deep dive into Kantar’s proprietary CrossMedia(TM) research, which uses single source data based on OTS (Opportunity to See) to evaluate each media touchpoint. The research highlights insights arrived from 50+ CrossMedia(TM) studies in India, across verticals.

Drawing attention to two specific media touchpoints: print and digital, he explained how Kantar’s research examines the Impact Share and Investment Share of both to prove that:

● Online Display can add the same impact as print with almost 1/3rd of the investment.

● Online Display can add 50 per cent higher reach compared to print, and is 5X more efficient.

● Online Display influences 1/4th of the total impact on Incremental Consideration.

He said, “There is a strong synergy in doing display and print together. When we look at effectiveness from media channel perspective between print and digital, the ideal approach is not either/or. It’s AND. The more integrated your strategy, the higher the impact. ”

To further illustrate his point, Dhawan took the audience through case studies of brands across verticals and walked them through examples of Kalyan Jewelers, Home Center and HP, among others. .

Dhawan concluded his session on note that integrated campaigns are far more efficient and effective than single-channel strategies, and that they have been proven to drive 50% better ROI.