Media planners using ViziSense MediaMix can now accurately calculate the reach and frequency of their online campaign across websites. ViziSense, one of India’s first online audience measurement platforms on July 3, 2009 announced the launch of a product feature called ‘Reach and Frequency Planning’.
This new feature helps media planners and marketers calculate the reach and frequency of their online campaign across selected websites, allowing them to identify an efficient set of websites as part of their media plan, and that too, at an optimal cost. The ‘reach and frequency planning’ feature is said to be an extension to the ViziSense MediaMix online media planning tool that was launched in March 2009. The ‘Reach and Frequency Planning’ feature is also said to have been developed in line with feedbacks from leading media planning agencies, wherein they highlighted the need for some measure of traditional metrics to be applied to online media buying.
The Reach and Frequency Planning feature calculates results based on data from a 25,000-plus online panel and ViziSense tags placed on hundreds of sites accessed by Indian audiences.
Satish Kadu, VP – Product Management, ViziSense, said, “Our new feature adds tremendous efficiency to the media planning process as it helps identify just the right set of sites, impressions and duration for a given online campaign. ViziSense has been actively building new and innovative products on its platform of online audience measurement and we’re very excited about launching this new feature.”
The Reach and Frequency Planning feature claims to deliver the unique users, cost effectiveness, target audience reach and frequency for all selected sites part of the media plan. All registered users of ViziSense MediaMix can currently access the Reach and Frequency Planning feature online.
ViziSense is one of India’s first open online audience measurement service that claims to accurately report details of site visitor demographics and other audience characteristics. ViziSense is a product from Komli Media, which is headquartered in Mumbai.