comScore Plans Australian Offices

comScore is planning to open offices in Sydney and Melbourne, according to EVP International Will Hodgman - boosting its influence in Australia in the run-up to the appointment of a preferred web ratings supplier, for which it will tender.

The Australian IAB is poised to tender, possibly this week, to find an approved online audience metric for the country, and is likely to opt for a hybrid system similar to that offered by comScore (www.mrweb.com/mrt/web09sep.htm ), as well as by Nielsen in Australia.

comScore began generating hybrid data for Australia in March, and already has around 75,000 Australians under measurement, decribed by Hodgman quoted in the Australian (www.theaustralian.com.au ) as 'a big number' for 'a big market' which 'needs to be handled with absolute justice.' Hodgman said that despite reporting on Australian online audiences for five years, the company didn't have a high profile in the country because it lacked an office there: 'Nine-tenths of life is showing up'.

Hodgman said there would be an office in Sydney 'for sure' and added: 'We need to be in Melbourne as well.' comScore has already appointed senior staff for the country, in May, and said at the time it wanted an 'on-the-ground' presence in Hong Kong, India and Australia. Kara Anglin joined in a sales role, but other staff are likely to follow in management, research and support roles.

ViziSense, the web site metrics platform being rolled out in Australia by Indian firm Komli, and Roy Morgan Research, via a partnership with Effective Measure International, have already declared their interest in the IAB tender.

Web site: www.comscore.com .