Hansa Research has launched a new subscription-based Ad Impact Measurement service designed to independently evaluate how digital video ads perform across platforms such as YouTube, Instagram, Facebook, OTT services and other mobile-first video environments. The initiative aims to give brands clearer, data-backed visibility into how their digital video campaigns are being consumed and remembered.
Praveen Nijhara, CEO, Hansa Research, said, “Our goal is to empower brands with insights that strengthen media planning and campaign optimisation across digital video platforms. With increasing investments in this space, an independent measure brings much-needed clarity. The creative-level learnings are an added advantage.”
The service tracks campaign impact in-market, focusing on the brand’s targeted audience. With a monthly sample of 2,500 respondents – totalling 30,000 annually – it stands as one of India’s largest digital ad measurement studies. Conducted face-to-face across 10 cities with respondents aged 18+, interviews include physical verification of mobile apps to ensure authenticity. Brands can subscribe for a one-month study at ₹9 lakh, with only three brands evaluated each month on a first-come, first-served basis.
The framework assesses key mind metrics such as ad recall, message clarity, relevance, likeability and purchase intent. It also captures real viewing behaviour: muting, skipping, fatigue, attention levels, and sharing patterns. Designed with inputs from media planners, the study further reports on viewing environments, platform habits and exposure frequency.
A major component is the Category Deep Dive, which benchmarks brand performance against competitors, including category-level ad recall indicators.
Insights from a 3,000-respondent pilot study show that consumers spend an average of 2.17 hours daily on mobile screens. Despite high exposure, 78% skip ads, many watch on mute, and average brand recall remains low at approximately 1.5 brands – highlighting the need for stronger, insight-driven campaign planning.
