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US
based Jupiter Media Metrix has introduced a new media planning
tool - Audience Insite Measures (AiM) - that will provide
advertising agencies, advertisers and media sellers with a
higher level of data insight to identify and target online
audiences.
Unlike
other media planning services, which rely on Internet-usage
data derived from consumers' recollection of sites they've
visited, AiM claims to be the only service to constantly meter
online usage behaviour on the PC and combine that data with
qualitative consumer information, including demographic, lifestyle,
attitudinal, purchasing and offline media-consumption data.
With
its intuitive Web interface and ability to intersect actual
metered online - usage data with extensive qualitative data
from the same audience panel, AiM enables marketers to pinpoint
and segment their audiences across all online media, a company
release says.
AiM
enables selection of sites based on attributes such as audience
composition, online purchase behavior and offline media-consumption
data, the release claims. In addition, AiM supports interactive
media planning by identifying audiences based on unique visitor
and reach metrics for a desired qualitative audience segment.
AiM also claims to maximise advertising effectiveness by enabling
marketers to refine their campaigns and messaging to appeal
to the behavioural and attitudinal preferences of online consumers.
AiM helps Web publishers sell ad space by producing qualitative
and quantitative audience profiles to promote a site or channel's
strengths. This service is instrumental in selling to new
and existing advertisers, as well as evaluating and pursuing
online partnerships, alliances and other digital marketing
strategies.
Key
features include:
1. Extensive Qualitative and Quantitative Detail - over 1,400
qualitative
2. Data points (i.e., media consumption, shopping, automotive
ownership, finance, lifestyles and attitudes among others),
matched with extensive site, application and channel ratings
data from 27 categories and 71 subcategories
3. Ranking Reports - ranked listings of the top sites for
a particular audience target.
4. Site Profile Reports - complete profiles of demographics,
lifestyle-information and purchase behavior for one or more
sites.
5. Market Profile Reports - comprehensive metrics for a specified
online target market.
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