comScore Adds to Plan Metrix

In the US, online measurement firm comScore has enhanced its comScore Plan Metrix service, which links consumers' offline behaviour and attitudes with their online activity.

Data will be released monthly instead of semi-annually, and behavioral segmentation will now be available based on online behaviour by search volume. Local market segmentation for the top 30 local markets, and mean and median reporting for age and household income have also now been incorporated into the metrics.

Executive VP Jack Flanagan says the service is already 'a vital online media planning tool already used by more than 200 of the largest advertisers and marketers' and adds: 'We've responded to our clients' needs by creating an even more timely, relevant, and powerful audience targeting tool than we offered previously.'

Flanagan says that the new behavioral segmentation capabilities will demonstrate how heavy searchers, defined as the top 20% of searchers, are a particularly attractive target for marketers because they represent a way to identify and reach consumers who are in an active buying process.

comScore, which provides digital consumer behaviour and attitude information based on a global cross-section of more than 2 million consumers, is on the web at www.comscore.com .

Earlier this month, the firm launched its Video Metrix service in four new markets: the UK, France, Germany and Canada.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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