BARC India has recently phased the roll out of its digital measurement service along with the brand name and logo of its digital measurement products. The digital products will be launched under the brand name EKAM. The branding highlights BARC India's commitment to provide industry with a single platform for all measurement products across TV and Digital.
The EKAM suite of products will include: EKAM Pulse, EKAM Beam, EKAM Stream, EKAM Ad-Scan, and EKAM Integra.
EKAM Pulse will measure video ad campaigns and will be the first digital offering to be rolled out by BARC India. EKAM Beam, the next product lined up for release, will measure linear broadcast that is viewed on a digital device. EKAM Stream, will measure both non-linear and pure-play digital video content. BARC India will also provide the industry with EKAM Ad-Scan – which will be a global first-of-its-kind product. It will give an overview of digital ads in India, look at where the advertising money is being spent, and which sectors are producing more digital ads.
The final product in this suite – EKAM Integra – will help industry with common, robust, and independent audience numbers that will give more accurate incremental reach figures. To do this, BARC India's TV data will be tied with digital video data with the help of single-source and digital booster panels on top of the census measurement and big data. By providing unique reach and frequency across devices de-duplicated by brand, campaign, site, or placement, the EKAM solutions will allow analysis and comparison of different platforms and their offerings.