In what is being claimed as a first for India, Aegis Media, one of the largest global media networks, has launched its proprietary research based tools CCS and OCS in the country recently. CCS or Consumer Connection System analyses media consumption not just by genre but also by specific channel, program, title etc. making it the first global single source database in the country.
Ashish Bhasin, chairman & CEO, Aegis Media India Pvt Ltd, said, “We are delighted to launch the Consumer Connection System in India. CCS is based on a communications, lifestyle and product survey conducted across 18 towns and cities across SEC A,B,C & D thus making it the most in-depth tool available in the country. It facilitates the consumer-centric philosophy that we apply to strategy and communications. This is combined with insight into our clients’ brands and categories making bespoke consumer segmentations truly actionable through communication. This is India’s largest research of this nature, with a global footprint.”
Originally launched 12 years ago in the UK, CCS has now expanded globally and is available in 40+ countries covering over 250,000 respondents accounting for over 90% of global advertising expenditure. In APAC, CCS is currently active in China, Australia, New Zealand, Japan, South Korea, Thailand, Malaysia, Singapore and now India. In India Aegis Media clients can expect to see some insights into communication usage based on this tool, and then create engagements across bought, owned and earned digital, experiential and media channels. Aegis claims this to be the broadest and most in-depth single source of media, marketing and consumer targeting data in the world.
According to Bhasin, the investment in the tool stems from a belief that digital is changing everything, and, crucially, contributes to the way advertisers put an understanding of how consumers think and behave at the heart of everything they do. “We have made some significant investments in this research to ensure that all clients of the Aegis Media group benefit from a deeper understanding of the rapidly changing consumer,” he added. The research was conducted across 18 cities and across 9000 respondents to measure the Consumer’s relationship with communications generically and by category. It measures aspects like Generic Channel Involvement across 39 touch points (Bought, Owned & Earned) addressing questions on Recency of consumption, Level of interest/enjoyment, Level of attention paid to the Touch-point, Level of Engagement with the Touch-point etc. Apart from this it goes further into understanding the Category Specific Channel Involvement across 61 touch-points (Bought, Owned & Earned) answering queries like Action as a result of noticeability and What channel facilitated post engagement to name a few.
Bhasin plans to introduce all the agency’s clients to this tool and will make CCS an integral part of its ntegrated Communication Planning (ICP) process. “Our investment is not a one off and we will be repeating the research whenever required, from now on. At Aegis Media we understand the value that research will play in planning for our clients and in line with this we will continue to make all the investments necessary to enable our client’s to get the best consumer understanding of this complex country we live in,” he added.
CCS will also allow Aegis to offer a great level of transparency to its clients. With this in place clients can go back to the agency to reach each of the consumer interviewed for the benchmark study. The clients can further run a deep dive analysis specific to their categories. “This would further enable our clients to understand the way the consumers interface with media and how they respond to their brands,” explained Bhasin.