Goafest 2023, South Asia’s most definitive advertising, media, and marketing festival, kicked off in Goa yesterday with a musical performance by Kanika Kapoor.

Co-hosted by The Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), the conference is boasting of a stellarv lineup of speakers and thought-provoking sessions.

The first session of Day 2 was moderated by Rajdeep Sardesai, Consulting Editor of India Today Television, and featured panellists Geet Lulla, VP of Sales & Head Asia Pacific – Comscore, Pankaj Krishna, Founder, and CEO – Chrome DM, and Salil Kumar, CEO – ITGD.

This session sparked discussions about the future of connected devices, which will feature the seamless integration of various smart devices, allowing for seamless communication and data sharing between them, while cross-channel measurement has become increasingly sophisticated, providing comprehensive insights into user behavior across multiple platforms and touchpoints for more effective marketing strategies.

Geet commented, “Measurement is now moving from a monolithic approach to a fragmented approach, which needs to be reported frequently because data by itself is meaningless, it needs context.”

Pankaj also presented his findings on incremental reach, which consists of three components, including browsers (223 mn), mobile devices (619 mn) )and connected TVs (22.1 mn).

These numbers have never been revealed before! Salil, too, made an important addition to his conversation about the monetisation of data.

The panelists also accentuated the importance of clarity, wherein the measurement is concerned, as well as collaboration about the real-time consumpt