Opinion | Making inroads into media measurement3 min read 22 Aug 2018, 08:37 PM IST
Zapr, backed by Flipkart and 21st Century Fox, is looking to launch a slew of services to complement its TV consumption study
Up until now only your TV consumption habits were being mapped, whether by the established viewership measurement agency Broadcast Audience Research Council (Barc) India or other younger ad tech firms. Now one such ad tech firm is capturing data on your cinema viewing too. If you are watching a film in a theatre, an app on your phone (the mobile phone has to be switched on, of course) will understand what you are watching. This is one of the new services that’s been launched by Zapr, a Bengaluru-based firm that started operations in 2012. An earlier column mentioned its skills in capturing TV commercials and content through the same technology. Akin to the Shazam app acquired by Apple, Zapr’s technology is also based on audio content recognition which is used to detect the media consumption behaviour. Now it wants to study this behaviour across media.