ZEE5 introduces measurability in the OTT industry

Raj Baddhan

Senior Editor


In a move that will rev up the debate around measurability of OTT platforms, ZEE5 has announced its intent to offer measurable results to its advertiser community. The platform will achieve this through integrations with Moat, a standard verification across the digital industry that measures viewability of video and display ads, and Nielsen Digital Ad ratings (DAR), a standard for digital ad measurements to implement advertising transparency on the ZEE5 platform.

With this, ZEE5 has reiterated its commitment to creating value for its advertisers. Through the integrations, the platform will now offer third-party measurable and result-oriented campaigns to its advertisers.

Speaking on the integration, Taranjeet Singh, Chief Revenue Officer and Business Head – New Projects, ZEE5 India, said, “Being one of the largest digital entertainment players with over 56.3 million MAUs so far, we drive the highest traffic across audiences, languages and regions. Through this integration, with Moat and Nielsen DAR, we will be able to showcase what we have known all along – the clear leadership that ZEE5 content enjoys in specific sectors. Through our association with Moat and Nielsen, we intend to deliver the best accountability for our brands and partners on their advertising front.”

Anand Chakravarthy, Managing Director, Essence said, “With the explosion of offerings in the OTT space, the opportunity to reach consumers through these platforms will only increase. However, it becomes critical for advertisers to be confident about reaching the right audiences as well as being able to engage them effectively on these platforms. In this context, it is great to see an OTT player like ZEE5 taking the lead in delivering meaningful measurement solutions for advertisers. It is a step in the right direction.”