VMS Upgrades InSight Analytics Platform

Media intelligence firm VMS has released the latest version of its InSight software platform, which allows users to view and analyse news and advertising content and corresponding audience data from a wide range of new and traditional media types via a single, customizable portal.

InSight's measurement data includes audience totals, demographics and 'tonality' and covers content from a large and diverse list of sources. The latter include all 210 US television markets, the top 50 US radio markets, thousands of online print publications, and millions of Internet, social media and web video sites; ads from the top 100 television and radio markets, newspaper and magazine advertisements; plus banner ads from the Internet, billboards and cinema.

The latest release gives immediate alerts of breaking news stories or ads and promises to 'analyze the opposition's latest campaign commercials the minute they hit the airwaves'. It also gives access to a massive archive of advertisements, and incorporates advanced data mining and content visualization tools.

The solution also features advanced search, point-and-click charting and graphing and email distribution tools.

VMS CEO Peter Wengryn (pictured) says the new release is 'a milestone achievement for VMS, and a significant breakthrough for the industry' and comments: 'Users can quickly determine how well their integrated marketing campaigns are performing, and how they are stacking up against advertising activities and news coverage from their competitors... Our clients will be able to identify media hot spots at a glance and isolate key emerging trends and messages they may not have even been aware of before they become tomorrow's headlines.'

The company, online at www.vmsinfo.com , plans to announce new modules and enhancements throughout the remainder of the year.