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comScore Upgrades Media Planning Tool

November 8 2006

Online measurement specialist comScore Networks has launched Plan Metrix, an upgraded version of its media planning tool AiM (Audience insight Measures). comScore says the new tool offers 'improved usability and broader insight into consumer preferences'.

It also continues AiM's approach of combining passively observed Internet behavior measurement with comprehensive attitudinal, lifestyle, and product usage information from a representative consumer panel. 'Other methodologies that capture online behavior through aided recall are unreliable for campaign planning' says Executive VP Lynn Bolger.

The tool covers technology ownership and usage, expanded demographic profiles, lifestyle, attitudinal, product purchase and offline media consumption data, including:

  • Food, beverage and restaurant preferences
  • Health histories and attitudes
  • Movie, music and video preferences
  • Purchasing propensity for new technology, vehicles, etc.
  • Retail / apparel, sports and leisure preferences
  • Travel preferences and experiences and
  • Internet and traditional media consumption and behaviour.

Plan Metrix is delivered as a component of the integrated comScore MyMetrix service, and is already used by leading publishers, adverting agencies and ad networks, including AOL, Clear Channel, Universal McCann and Yahoo!.

comScore Media Metrix is a division of comScore Networks, which is online at www.comscore.com .

All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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