Ormax Media Launches Brand Lift Measurement Tool 'Ormax Mpact'

HIGHLIGHTS:

• Ormax Mpact is a data-driven tool designed to help marketers assess the impact of media campaigns, collaborations, and innovations on key brand metrics.
• The tool offers two unique methods: audience vs. non-audience and exposed vs. control, to measure campaign effectiveness on media platforms and creative content.
• Built on 16 years of research, Ormax Mpact provides benchmarking capabilities with insights from a research panel of over 300,000 media consumers across 1,500+ towns in India.
• Ormax Mpact helps brands evaluate media spend effectiveness, from IPL sponsorships to TV campaigns and film collaborations, optimizing future strategies.

Ormax Media has unveiled ‘Ormax Mpact,’ a brand lift measurement tool aimed at assisting marketers and advertisers in evaluating and optimizing the impact of their media campaigns, collaborations, and innovations.

According to Ormax Media determines, over 8,000 major brand partnerships, sponsorships, and collaborations take place annually in India, spanning areas such as sports, reality shows, digital collaborations, newspaper jackets, in-content product placements, brand-integrated ads for films and shows, TV roadblocks, OOH & BTL innovations, and more. Ormax Mpact brings data-driven insights to assist brands measure the impact of creative content and media platforms on key brand metrics.

Shailesh Kapoor, founder and CEO, Ormax Media, emphasised the significance of the tool, "We live in times when advertising is no longer restricted to traditional methods like a TV commercial or a print ad. Sponsorships, product integrations, influencer collaborations, branded content, etc. have emerged as new forms of advertising. This complexity demands that advertising effectiveness is measured with more precision than ever before, especially because unconventional forms of advertising come at a price premium. With Ormax Mpact, we are giving brands as well as platforms a structured, data-led approach to evaluate and refine their media strategies, ensuring that every campaign delivers maximum impact.”

Ormax Mpact provides two unique methods to assess the impact of a campaign, media innovation, or collaboration. The audience vs. non-audience approach measures the effect of a specific media platform (such as a TV channel, digital platform, or publication) on brand metrics by comparing individuals exposed to the platform with those who are not. In the exposed vs. control approach, the tool evaluates the influence of a particular creative (like a TV commercial, print ad, or digital ad) on brand metrics by comparing viewers who have seen the ad with those who haven't.

Ormax Mpact is built on Ormax Media's 16 years of extensive research and analytics in the Indian media landscape. This tool provides benchmarking capabilities to help interpret research results effectively. With access to Ormax Media's online research panel of over 300,000 media consumers across more than 1,500 towns in India, Ormax Mpact ensures fast and cost-effective campaign evaluations.

Speaking about the value proposition of Ormax Mpact, Keerat Grewal, head of business development (TV, streaming and brands), Ormax Media stated, “Ormax Mpact enables brands to quantify the effectiveness of their media spends, ranging from an IPL sponsorship to a Shark Tank collaboration, to an integration with a big film like Pushpa 2, to a TV campaign with new ad creatives. Equally, it enables platforms, like TV channels, print publications, AVOD & social media platforms, or radio stations, to build learning and case studies on the effectiveness of the sponsorships and innovations sold by them, helping them craft and monetize such initiatives better in subsequent opportunities”.

Ormax Mpact research typically ranges in price from Rs 2.5 lakh to Rs 6.5 lakh, based on the sample size of the study. Ormax Media has developed a range of case studies and benchmarks across various categories and is focusing on a broad spectrum of potential clients, including brands, media agencies, and platforms.