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Komli Media’s ViziSense does for the web what TAM does for TV channels

MUMBAI: In what may be India’s answer to online audience measurement firm comScore, Komli Media, the digital technology company funded by Helion, Nexus and DFJ, has launched an online product that does for the web what TAM does for TV channels.

Titled ViziSense, it is a free, open audience measurement platform that allows advertisers, agencies, and publishers access to demographic and traffic data for any website accessed from India.

What sets ViziSense apart from comScore or Alexa— the two benchmarks for online traffic measurement internationally — is that this software goes beyond the standard traffic level analysis by giving insights into the audience, providing demographic details such as age, gender, income, education, internet usage and marital status, besides other statistics.

Amit Bhartia, business head of Loan Raja.com, the lead generation business for Komli, said, “This data will equip the publisher with the required info that an advertiser wants. Advertisers and media agencies can benefit with improved audience targeting and the ability to plan more accurate media buys.”

Publishers can provide more accurate data about the audience engaging with their content, allowing advertisers to spend more with them.

In the current Indian Internet landscape, there is a lack of accurate and reliable audience data. Media planners have until now lacked easy access to audience demographics and traffic data, leading to difficulties in effectively planning media spends.

Publishers, in turn, have been unable to provide advertisers with independent statistics about the make up of their audience and what those audiences are doing on their site.
Komli ViziSense expects to fill this gap.

It has set up a panel of 10,000 online users spread across the country whose identities are extremely confidential. Starting Tuesday, an application for ViziSense will get installed and active from the IP addresses of these users.  This application will then track independent statistics about which sites these users visit, how often they go there, how much time they spend on those sites, what’s their browsing behaviour like, their demographics, and what those audiences are doing on these sites.

Kartik Poddar, project manager, ViziSense said Komli will expand the panel of 10,000 users to 40,000 by the end of the financial year.