Komli launches an online media planning tool

By Kapil Ohri , afaqs!, New Delhi | In Digital | March 12, 2009
Media Mix will enable media planners to choose a relevant set of websites, based on the audience they want to target

Komli Media, which launched Vizisense.com, a free online audience measurement tool in December 2008, has now extended its utility to incorporate an online media planning tool called Media Mix.

So far, under online audience measurement, Vizisense.com allows anyone to type in the name of a website and extract demographic and geographical details of the users of that website in India. It provides details related to page views, unique users, age, gender, marital status, income, Internet usage pattern, education and the regions from where the users logged on to the particular site.

Now, using Media Mix, a media planner will also be able to find out a relevant set of websites, where the client's campaign can be executed, based on the target audience.

To use the tool, a media planner has to specify various audience-related parameters, such as age, gender, income, education and location. Based on these parameters, the tool will extract a list of relevant sites, where the specified target audience is available. For each of these sites, Media Mix also reveals the number of unique users, page views and percentage of reach among the target audience specified by the media planner.

To extract these traffic-related details for various websites, Komli Media has established a representative panel of 15,000 members across India. These members download a special application on to their computers, which records their Internet surfing habits. and thus, helps Komli Media to collect traffic related data across websites. The traffic details extracted from the panel are extrapolated to make them representative of the overall Internet audience in India.

Besides, the company has also tied up directly with various websites in India, such as ZeeNews.com and Jeevansathi.com, to find out about their traffic details. Publishers can insert a special software code in their website, which allows Komli Media to track visitors' details.

Speaking to afaqs!, Prashant Mehta, chief operating officer, Komli Media says, "Media Mix will be offered to media planners for free for three to six months. Later, the company will sell it on annual subscription basis."

Mehta claims that the tool has been conceptualised after consultation with various online and offline media planners in India.

© 2009 afaqs!