Hansa Research has launched a subscription-based service to measure advertising impact across digital video platforms, offering brands independent insights into campaign performance on YouTube, Instagram, Facebook, OTT services and other mobile video environments.
Praveen Nijhara, CEO of Hansa Research, said the aim is to give advertisers clearer intelligence on media planning and campaign optimisation. “The objective is to equip brands with meaningful insights that can enable clearer decision-making on media planning and campaign optimisation for digital video platforms. Insights on the Creative will be a bonus. There is a lot of investment going into these platforms and an independent measure will help,” he said.
The study will monitor campaigns while they are live and will be customised to each brand’s target audience. With a monthly sample size of 2,500 — totalling 30,000 respondents a year — the initiative is positioned as one of the largest exercises of its kind. Data collection will be conducted through face-to-face interviews across ten cities, covering users aged 18 and above, along with physical verification of mobile apps.
To maintain depth of analysis, participation is capped at three brands per month, available on a first-come-first-served basis.
Key metrics tracked include ad recall, message comprehension, relevance, likeability and purchase intent. The study will also assess consumer behaviour such as muting, skipping, ad fatigue, visibility and content sharing. Designed in consultation with media planners, it incorporates insights on viewing environments, platform usage and frequency of exposure.
A Category Deep Dive will benchmark each brand’s performance against competitors, including category-level ad recall and comparative scores.
Hansa Research’s pilot study of 3,000 respondents, conducted through face-to-face interviews, found that consumers spend an average of 2.17 hours daily on mobile screens, with 78% skipping ads. Much of this viewing occurs in shared or public spaces, often with the sound off. Despite high ad exposure, brand recall remains low, with respondents remembering only about 1.5 brands on average.
