Komli launches online audience measurement tool

By Kapil Ohri , afaqs!, New Delhi | In Digital | December 02, 2008
Komli Media claims that the tool will help advertisers to plan their online media strategy by revealing to them the profile of users across various websites

Komli & #BANNER1 & # Media, which runs an online ad network, has launched an online audience measurement tool called ViziSense.com.

Speaking to afaqs!, Akshay Garg, business head, Komli, says, "ViziSense.com has been developed to help advertisers and media planners figure out and understand visitors' patterns across various websites in India, so that they can chalk out their digital media plans more accurately and communicate with the right target audience."

The tool will help reveal demographic and geographical details such as age, gender, marital status, income, Internet usage pattern, educational level of the audience and the region from where they visit the site. Apart from this, advertisers and media planners can also check on behavioural patterns such as the Internet browser used and the number of unique visitors.

How will Komli Media extract such traffic details? The company has actually set up a representative panel of 10,000 members across India, which will help it collect traffic related data across various websites by downloading a special application on their computers or laptops. The application will record the Internet surfing habits of the members. The traffic details extracted from the panel will be extrapolated to make them representative of the overall Internet audience in India. There are plans to raise the panel size to 50,000 members within a year of the tool's launch.

Komli Media is also eyeing a direct partnership with online publishers and to convince them to use Vizisense.com to know about their traffic details. Publishers will be offered a special software code on their website, which will allow Komli Media to track visitors' details on the site.

The company claims that it will track around 5,000 websites, which will include the top 100 websites in India, such as Google.com, Orkut.com, Facebook.com, Yahoo.com, Indiatimes.com and In.com.

Garg says, "The service will be offered free and anyone can check the details of the people visiting the various sites. We have no intention of monetising our audience measurement service as of now, but we are not ruling out any monetisation plans in the future."