ISA works with BARC to create a multi-screen measurement system: Sunil Kataria

Sunil Kataria

India’s advertisers’ company is working with BARC to create a multi-screen measurement system, Sunil Kataria, President, ISA and CEO – India and SAARC, Raymond Lifestyle, said at the 3rd edition of ISA’s Global CEO Conference on “VUCA 2.0: Transforming Organizations”. and Trademarks’.

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He added, “Currently, multi-screen measurement system is the most important need of advertisers in India and globally.”

He then went on to say that ISA was actively working on emerging media industry challenges such as brand adequacy, viewability, supply chain transparency and ad fraud, as noted. the World Federation of Advertisers in its Global Media Charter Guidelines.

He also shared with the audience that ISA has collaborated with the Global Alliance for Responsible Media (GARM) on brand safety.

Regarding ISA’s partnership with GARM, Kataria said, “As you may know, GARM has 90% of global advertisers as partners to ensure a safe environment for the brand.”

Kataria pointed out that over the years, ISA has played an important role in advocating for advertisers and supporting them in areas related to advertising service tax compensation, media measurement and transparency of advertisers. media, to name a few. “Recognizing that smaller advertisers lack access to resources and structures, we have increased our focus on educating them in areas such as creative ability, media buying, media planning and others. such important areas, through periodic webinars and other contributions,” says Kataria.

The ISA was established in 1952. For 70 years it has been the supreme national body for advertisers and represents the interests of organizations involved in the Indian advertising, marketing and media industry. ISA members represent a full spectrum of industries ranging from automotive FMCG, telecommunications, consumer durables, lifestyle and fashion, financial services and technology, and more. ISA is a founding member of the World Federation of Advertisers and BARC, and it played a pivotal role in propagating advertiser self-regulation and helping to establish ASCI.

He concluded: “Advertising plays a very important role in driving demand and consumption in the economy and ISA is committed to working with industry partners like IBF, INS, AAAI and ASCI to ensure the progress and growth of advertising in a fair, transparent and responsible manner. way.”

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