ViewersLogic Launches Audience Tool

Consumer behaviour specialist ViewersLogic has launched a cross-platform media planning tool, fed by single-source data collected 24/7 from the firm's panel of consumers and using behaviour-based filters to identify target audiences.

UK-based ViewersLogic passively measures consumer behaviour from media consumption to purchase, across TV, online and the real world, enabling marketers to draw a direct line between media spend and consumers' actions. In September, the firm launched its Single-Source Panel app on iOS - it was previously only available for Android users.

With the new tool, brands and media planners can isolate their target audience using a range of filters based on panellist behaviour such as web site visits, app usage, online and off-line purchases, TV viewing, general interests and more, for both their own brand or a competitor. They can then drill down into this audience by selecting specific viewing time deciles, for example isolating the bottom 10% of TV viewers - more difficult to reach than those who watch TV many hours a day - and seeing where they spend their time on VOD services and social media.

Every metric can be compared against the general ViewersLogic panel. CEO Ronny Golan (pictured), comments: 'When media is measured in silos, brands and agencies struggle to narrow down the whereabouts of their target audience. Single source data changes this by providing brands and agencies with a holistic and untampered view of where their budgets are best spent, not just in general, but to reach specific audiences that can be surfaced from within the very same data'.

Web site: www.viewerslogic.com .