Dentsu Aegis Rolls Out DAN Prism Video Insights Tool

In India, marcoms group Dentsu Aegis Network (DAN) has launched a video planning and insights tool called DAN Prism, offering a single audience view across television and digital media.

Designed by the firm's Data Sciences Division, DAN Prism combines the consumption pattern of digital consumers on Facebook, YouTube and programmatic video data with stats from BARC India (Broadcast Audience Research Council). The resulting audience insights can be used for planning and activation across all media platforms using a series of artificial intelligence algorithms.

Gautam Mehra (pictured), Chief Data Officer, South Asia, comments: 'The proliferation of smart devices is changing the way consumers consume content and multi-screening has become a part of the natural video consumption habit of the average Indian. One of Dentsu Aegis' core objectives is to deliver a proprietary, audience-first approach to video planning that maximises client investment across TV and digital video. The idea here is always to harness the true power of data and DAN Prism is just one more step in that direction'.

Web site: www.dentsuaegisnetwork.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.