To tap the lucrative Internet space, digital advertising and technology company Komli Media is launching an open source audience measurement for the Internet – ViziSense. The service would report details of the site visitor in terms of demographics, psychographics and even his behavioural characteristics. The official announcement of the launch would be made on December 2. Komli Media has apparently spent some mid-single digit core for the product.
While television has TAM (Television Audience Measurement) and Radio has RAM (Radio Audience Measurement), the internet space in India has had no such credible measurement platform that provides the industry with strong numbers, giving confidence to the advertisers that they have invested in the right place and that their ads will be viewed by the right kind of audience. The internet is by and large a measurable platform however there is still an increasing need for a lot more of measurement that is required.
A measurement platform like ViziSense aims to bring transparency in the still young internet medium in India. This new service also aims to give advertisers and publishers the access to detailed information about the Indian audiences like their age, gender, income, education and many more.
Explaining more about his new product Amar Goel, Founder and CEO Komli Media said, “The fact that there has not been a credible measurement system is hurting the internet industry in India and we hope to fulfill that need through this open audience measurement platform. The internet is definitely a measurable platform however there is still a lot more that can be measured which we have not been able to measure particularly with the demographic measurement age, income, marital status, carriers and so on.”
“ViziSense is open to anyone and everyone to use. We are trying to help advertisers and agencies target what they are really looking at. Through this launch we believe we can help marketers target their exact target groups that will really benefit them” he added.