MUMBAI: Ads are now sneakier than ever—slipping into your favourite reality show, casually making an appearance in blockbuster films, and popping up in places you least expect. But do they actually work? Ormax Mpact is here to find out. This state-of-the-art Brand Lift Measurement tool helps marketers navigate the ad clutter and determine what’s making waves and what’s just white noise.
With India’s advertising space bursting at the seams, Ormax Media has launched this data-driven tool to evaluate and optimise brand partnerships, sponsorships, and advertising innovations. According to Ormax Media’s estimates, more than 8,000 major brand collaborations take place every year across various platforms, including sports sponsorships, reality show integrations, digital brand tie-ups, in-content product placements, and more. Ormax Mpact aims to quantify their effectiveness and ensure brands get the best bang for their buck.
Ormax Mpact employs two sophisticated approaches to measure brand impact:
. Audience vs. non-audience approach: This method compares individuals exposed to a specific media platform (such as a TV channel or digital platform) against those who aren’t, to measure its influence on key brand metrics.
. Exposed vs. control approach: This model evaluates the impact of a particular creative—be it a TV ad, print campaign, or digital ad—by comparing those who have seen it with those who haven’t.
By leveraging Ormax Media’s extensive 16 years of research & analytics and its robust online research panel of 300,000+ media consumers across 1,500+ towns in India, Ormax Mpact delivers rapid, cost-efficient campaign evaluations with quick turnaround times.
Ormax Media founder & CEO Shailesh Kapoor highlighted the evolving nature of advertising, “We live in a time when ads aren’t just TV commercials anymore. Sponsorships, influencer tie-ups, and branded content are the new norm, and they come at a premium cost. With Ormax Mpact, we offer brands and media platforms a structured, data-backed approach to measure and refine their strategies, ensuring every rupee spent translates into real impact.”
Echoing this sentiment, Ormax Media head – business development (TV, streaming & brands), Keerat Grewal added, “From an IPL sponsorship to a Shark Tank collaboration or a film integration like Pushpa 2, Ormax Mpact helps brands quantify their media investments. It also enables platforms—TV channels, AVOD services, print publications, social media—to build case studies that improve the effectiveness of their ad sales strategies.”
Ormax Mpact is priced between Rs 2.5 lakh and Rs 6.5 lakh, depending on the research sample size. Having already built case studies across multiple industries, Ormax Media is targeting a broad spectrum of brands, media agencies, and platforms as potential users.
In an advertising jungle where brands are battling for consumer eyeballs, Ormax Mpact is the ultimate survival tool-helping brands ensure their ad spend doesn’t just fade into the abyss. Because, let’s face it, if your ad spends flops, your brand’s just another tree falling in the forest with no one around to hear it.
