At the CII Content Summit held last Friday, Sam Balsara, Chairman and MD of advertising agency Madison World suggested that online advertising, if you remove search advertising, is still much too tiny: "If you remove search from online advertising, then advertising on new media is just Rs. 600 crore, out of a total Rs. 25,000 crore." Balsara said that the agencies will have to change their approach to advertising online, as users begin to watch content in a non-linear manner, but adequate measurement systems will have to be in place. Speaking specifically on Youtube, he said that "The reason why YouTube is not able to monetize, is that you don't get data on who is watching what. If there is no systematic panel data, advertisers are not going to spend millions of rupees on YouTube." On the sidelines of the conference, I asked Gautam Anand, Director (Asia Pacific) at YouTube about advertising on YouTube, though, I must confess I forgot to ask about panel data: MediaNama: What kind of reporting do you provide to advertisers on YouTube? Gautam Anand: We actually have pretty granular reporting for our partners and advertisers: An advertiser can go to his account and look at where the views are coming from, what geography, how they break up percentage wise, male versus female and age. We are limited to some extent on demographic data by logged in versus non logged in users (logged into YouTube, not Google), but you can extrapolate. TV Ratings aren't not a…
