Komli launches first online media planning tool

Digital advertising and technology firm Komli Media yesterday 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.

Komli said ViziSense MediaMix has been developed to deliver 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.

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.

Komli said the ViziSense Panel captures the complete internet behaviour and consumption pattern of over 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.

It also said the ViziSense Tag, embedded by publishers on their web pages, 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."