Cross screen reach has significantly transformed how marketing measurement is perceived. Traditionally, marketing relied heavily on approximations for reach, while outcomes were often inferred rather than validated. With audiences becoming more fragmented across various platforms, this uncertainty is increasingly difficult to defend. At the core of JioStar’s The Collective podcast, the third episode titled: Cross Screen Reach and Effectiveness Now Decoded, convenes a diverse group of marketers, media executives, and measurement specialists to determine if the industry is advancing towards connecting exposure with tangible outcomes.
The stakes go beyond producing improved reports; they also encompass enhancing decision-making processes and potentially establishing a shared language for effectiveness. Aditi Mishra, CEO of Lodestar UM, facilitates a discussion that revolves around a persistent challenge in the industry: measurement.
Joining her in this valuable conversation are:
Anita Kotwani, Senior partner – Growth, Zoo Media
K Ramakrishnan, MD – South Asia, Worldpanel by Numerator
Pranay Rao, CMO, Sebamed India
Samir Sethi, Head of Brand Marketing, Policybazaar
Each guest contributes unique perspectives, from creating campaigns to assessing their actual impacts.
A significant topic in the episode is the transition from disparate measurement systems to an integrated, continuous framework. Ramakrishnan outlines his approach: “We are essentially focused on measurement — continuous measurement. When people refer to a study, I resist that characterization. It’s not a study; it’s ongoing measurement. We track what consumers purchase, but the pressing question remains: if I invest a certain amount, will that yield a corresponding purchase?”
He emphasises that this methodology surpasses mere modelling and statistical probabilities. “It employs a singular source. The same individual is both exposed to the media and decides whether to purchase or not. There’s no ‘similar person’ concept. This allows a direct comparison between inputs and outputs.”
Kotwani interprets this as a long-awaited milestone in the field. “Achieving deterministic data that measures the same audience across both online and offline channels is the first holy grail. This provides a reliable view of increased reach since it no longer involves probability.”
Mishra highlights a broader consequence. “For the first time, there exists the potential for a currency-like standard. While agency models are in use, they tend to be proprietary. This new approach could become a universal reference across various platforms and for diverse clients.”
For marketers who are already performing at scale, the anticipated benefits of improved measurement relate less to uncovering new insights and more to validating existing ideas. Sethi succinctly states, “Measurement consists of two steps. You need to identify the delta, then attribute it. Isolating the delta can be problematic when the scale is constrained, while attribution poses challenges when multiple channels are active simultaneously.”
He elaborates on the existing gaps. “I understand that CTV is effective, but which OTT platform is yielding results? Which television channel is performing best? What time of day is ideal? Those questions have previously been complex to answer. Continuous measurement assists with these inquiries.”
Interestingly, findings to date have confirmed existing assumptions rather than overturned them. “It didn’t truly surprise us; it confirmed what we had believed all along. If an advertisement performs well, it leads to increased searches and web visits. That’s exactly what we observed.”
While certain product categories gain from clearer indicators, others encounter difficulties due to incomplete data. Rao addresses the problem from a fast-moving consumer goods (FMCG) standpoint. “One of the key challenges is that attribution becomes impossible when the sales channel is external. My sales occur via a grocer or an e-commerce platform that doesn’t return data to me. I’m unable to complete the feedback loop.”
He identifies the issue as fundamental. “At times, I’m left unaware if the individual I targeted even arrived at the store or webpage. There exists a black hole there. Media mix modelling doesn’t entirely suffice since my secondary sales may happen much later.”
This is where cross screen measurement reveals potential. “If I can observe consumer-level consumption alongside the media they were exposed to, it logically gains significant value. It seems like it could greatly assist the industry.”
Ramakrishnan recognizes the limitations but suggests partial solutions. “With niche audiences, panels often represent the average. However, one can still measure indicators like search or website visits. These act as proxies for mental engagement and, to some extent, even purchasing behaviour.”
Despite ongoing discussions, television remains a vital medium. Sethi expresses his view emphatically. “TV forms the backbone of our media strategy. Currently, approximately 60% of our expenditures are directed at linear television. The impact is reflected in tangible numbers. Each time a prominent TV advertisement airs, we notice an immediate surge in web traffic and leads.”
He also challenges the narrative of decline within the medium. “I disagree with the notion that nobody watches TV. It may be true among specific circles. But India is a vast nation. Television remains the single most expansive medium, and nothing else can generate scale as swiftly.”
Ramakrishnan reinforces this by presenting a wider perspective on the marketing funnel. “Each medium plays a role. Television offers reach while also influencing search behaviours. OTT promotes website visits. When both are utilised together, much stronger outcomes are achievable throughout the funnel.”
Kotwani provides practical insights from campaign assessments. “When we monitored app downloads alongside media exposure, television contributed significantly more than digital. This is often an unexpected outcome for many marketers.”
If there is one prevailing theme throughout the discussion, it is this: the future doesn’t revolve around choosing one screen over another; rather, it is about harmoniously integrating them.
Rao describes how this manifests in real-world application. “Television serves as your announcement platform. It maximises reach. However, for targeting specific consumers, digital becomes the preferred avenue. There, tighter signals and increased frequency can be achieved.”
He expands on creative strategies for various screens. “A 30-second advertisement conveys the story well, yet consumers may not have the patience to view it frequently. Therefore, we implement shorter formats, such as 10 and 6-second clips, as reminder content to boost conversion.”
Sethi underscores the behavioural dynamics that connect the two mediums. “When individuals watch television, they frequently have their phones in hand. If they discover something intriguing, they will often search for it immediately. This reveals a direct link between TV exposure and digital engagement.”
The implications are clear: cross-screen strategies are more about sequencing and reinforcement rather than duplication.
As the conversation pivots toward future developments, the spotlight shifts from tools to evolving expectations. Kotwani observes the changing landscape of client discussions. “Nowadays, every client seeks the same information: what are the business outcomes? If one can illustrate how their media mix has driven impact, that is what holds significance.”
She notes that incremental gains are becoming the new standard expectation. “Most models predict a 15 to 20% improvement. But without quantifying and validating these insights, questions will persist.”
Rao articulates what marketers are now striving for. “I want a mechanism enabling me to execute campaigns across multiple media and grasp total reach and exposure in real-time. If I can access this data while the campaign is live, I can dynamically optimise investments.”
Sethi emphasises the demand for deeper granularity. “I would appreciate improved segmentation, especially concerning high-value products, alongside better visibility across devices, including connected TVs. That’s where future evolutions are likely to originate.”
As the third episode of JioStar’s The Collective concludes, it becomes evident that cross screen measurement has transitioned from a hypothetical concept to a work in progress.
What is beginning to take shape is a more interconnected approach that links exposure to consumer behaviour more directly, lessening reliance on proxies and addressing the long-standing questions marketers have faced.
However, challenges remain. Panel sizes must expand, granularity must enhance, and the capability to capture real-time, actionable insights across all screens remains to be fully realised.
The conversation clearly illustrates a shift in direction. The industry is moving away from fragmented, platform-specific metrics towards a cohesive understanding of effectiveness. Here, television, OTT, and digital work not as competing entities but as complementary components within a singular system.
Increasingly, the call is straightforward: it’s not only about measuring activities but about showcasing their impact. This transition might take time to materialise completely, yet as demonstrated in this episode of The Collective, it is already underway.
