Jupiter Media Metrix launches online media planning tool

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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