Komli Media (www.komli.com) has announced the beta launch of ViziSense MediaMix (www.vizisense.com), India’s first online media planning tool that helps media planners and marketers identify the optimal mix of websites to attract the relevant target audience for online campaigns.
ViziSense MediaMix has been developed with the aim of delivering accurate and reliable India-specific Web statistics for media planners, media buyers, and marketers. The easy-to-use MediaMix user interface can filter through thousands of websites and identify those that a selected target audience is most likely to visit.
Media planners and buyers have so far lacked reliable demographic level data that identifies online preferences and browsing habits of the Indian audience. Moreover, marketers have often been challenged with the lack of an unduplicated view of their target audience across multiple websites.
“The lack of reliable standards in online audience measurement has been one of the main reasons why Internet advertising has seen such a low share of overall ad budgets,” said Prasanth Mohanachandran, Executive Director – Digital Services, Neo@Ogilvy. “ViziSense Media Mix helps us overcome this issue and further allows targeting of specific audiences on the Internet, enabling us to take full advantage of the medium.”
ViziSense MediaMix presents a site’s demographic composition for the selected target audience, along with overall statistics on unique unduplicated visitors, reach, and page views. MediaMix also contains features that allow agencies and marketers to save, export and compare media plans for future use.
Uma Sivakumar, Head of Online Media, Tribal DDB India said, “We feel that this tool has come at the right time and will help online planners in creating media plans that are more scientific. It also helps that Komli Media is an indigenous company and hence has a better appreciation of the Indian Internet scene.”
Currently in beta, MediaMix is based on the ViziSense platform, which employs statistical techniques and industry-led best practises to combine data from two continuously monitored sources:
1. The ViziSense Panel, which captures the complete Internet behaviour and consumption pattern of more than 15,000 online users in real time. Panelists are recruited across a cross section of various demographic segments to ensure a well-diversified and representative sample.
2. The ViziSense Tag, embedded by publishers on their Web pages, that provides actual traffic data for a given Web site.
Satish Kadu, Vice President of Products, Komli Media said, “In our continuing efforts to improve audience measurement standards, we’re confident that MediaMix will be a useful tool for the Indian online advertising industry.”
Access to ViziSense MediaMix is currently available by invitation only. Customers can sign up on http://vizisense.com/basic/SIGNUP to request for access.