AgTalk | In the next 2 - 3 years I see growth in India: BPA Worldwide's Glenn Hansen

In a time when each and every product or service provider is using every platform available to present their property; media products are also reaching its consumers on almost every platform possible, where digital platforms have begun to be highly used. Given this situation, it in a way becomes essential to measure and trace its users and other trends on the digital front, just like any other medium.

In exclusive conversation with Agdully, Glenn J. Hansen, President & CEO, BPA Worldwide shared some interesting insights about digital measuring, multi ' platform brand reach and much more.

Glenn J. Hansen completed his 12th year as President and Chief Executive Officer of BPA Worldwide and his 31st year with the organization. Under his leadership, BPA pioneered independent circulation auditing in China beginning in 1996 and has expanded its presence in greater Asia Pacific, Europe, Latin America and the Middle East. He is past Chairman of the International Committee of the American Business Media (ABM), served 8 years on the Executive Board of the International Federation of Audit Bureaus of Circulation (IFABC), is past President, current Treasurer of the Asia Pacific ABC regional group of the IFABC and is chair of the IFABC Digital Publication Committee tasked with establishing global standards.

Adgully (AG): Firstly, tell us a bit more about BPA Worldwide, its purpose and functions.

Glenn Hansen (GH): BPA Worldwide is the global industry resource for deep-rooted audience data and media knowledge. BPA delivers consumer and business media audits of unmatched firmness, objectivity, accuracy, transparency and timeliness”audits that provide firm guarantee for media owners and media buyers. With rich, in-depth information, BPA audits provide advertisers, agencies and media owners with audience insights that they can turn into competitive advantage.

AG: How and where do you see the Indian media market in this aspect?

GH: BPA is quite similar to what India has in the form of ABC for newspapers. But it does not measure the "dot com' properties, which I think is a shortcoming. The media buyers, I believe are quite unclear of what metrics to be used for the same. Measuring traffic, knowing who visits the site or consumes the product, demographic profiling, etc; there is not much information regarding this. The challenge lies in deciphering the metrics and information availability.

AG: Can you share with us your views on the Indian Magazine media scene.

GH: The Indian magazine, of what I have seen, score high on the quality phenomena ' both content and presentation. But from the price point, it is very different from the other countries; ad revenues being major drivers for it. Also, if one compares the bandwidth of Indian magazine business with that of West Europe, the difference is about 40%. Though business logic suggest that it would flourish, but technology suggests that Indian will go the mobile way since there is a huge population using smart phone here; while, the West uses tablets to consume digital magazines.

AG: With growing popularity of social media, do you social media as a reliable measuring tool?

GH: Unfortunately, unlike other mediums, in social media, you don't exactly know who the consumer is. One may get the numbers, but the desired demographic, psychological and other measuring tangents fall feeble. You may know what they do, but not who they are and this becomes very difficult for the media buyer to gauge his mediums.

AG: Share with us your perspectives on digital monetization and its success or failure in India.

GH: It clearly depends on the population size which throws great opportunity. If one increases its audiences, it has higher possibility of attracting more eye balls. Also, it depends on the environment in which the consumers live and their preferences. Is it paper friendly market or a digitally motivated one. For example, in Canada, since print products were saturated, media owners moved and expanded to the digital front. But unfortunately, people do not venture out to this medium, thus one may not be wrong in saying that it was almost a failure there. On the other hand in India, because of the huge population, there is great opportunity. It also is about the cost-saving issue, which then leads to market expansion aspect.

AG: Which are the markets you think that Indian publishers should tap now on?

GH: I feel that the B2B scene in India is pretty weak, as compared to the consumer market. It is highly underpriced. The focus should now be on proving their worth, leading to creation of deals, pushing the ad rates high up the scale.

AG: Given the Indian media scenario, what and where do you see growth in India happening?

GH: India is one of the fastest growing economies in the world, and everybody is eyeing on this country. The only change that needs to happen is a bit more transparency in the functioning coming in, get better prices for both consumers and advertisers. And being highly optimistic, in the next 2 ' 3 years I see India growth and only growth for India.

AG: Any word of advice or concern you would want to give to your Indian counterpart from the fraternity or the new entrants.

GH: Well, to the fraternity counterparts here, be more transparent and think global. And to the new entrants, all I would like to day is welcome to the world, which will change the way you think! | By Ankita Tanna [ankita(at)adgully.com]