Audience insite Measures (AiM) Launches

A new online media planning tool called 'Audience insite Measures' (AiM) has been launched this week by Jupiter Media Metrix. Designed to help both US advertisers and media sellers, it provides in-depth demographic, lifestyle and qualitative information on a wide range of websites and visitors.

Jupiter claims that AiM is the only service to constantly meter online American user behaviour through a PC. The system combines the data collected from the desktop with the most detailed qualitative US consumer information possible. This includes a raft of demographic, lifestyle, attitudinal, purchasing and offline media-consumption data. Unlike any other service, this does not rely on any secondary data, usually derived from consumers' recollection of sites they have already visited.

The new system allows users to select US websites based on key user attributes, such as audience composition, online purchase behaviour and offline media-consumption data. Overall, the system extends to some 1,400 qualitative data points (i.e., media consumption, shopping, automotive ownership, finance, lifestyles and attitudes among others), matched with extensive site, application and channel ratings data from Media Metrix's 27 categories and 71 subcategories (i.e., portals, travel, finance, news, sports and games among others). It also supports interactive media planning by identifying unique visitor and reach figures.

'Media planning tools based off of consumer recall data provided great insight for advertisers and publishers, but there is a new standard now,' said Will Hodgman, president of Jupiter Media Metrix' Measurement Group. 'With its intuitive Web interface and ability to intersect actual metered online-usage data with extensive qualitative data from the same audience panel, AiM enables marketers to pinpoint and segment their audiences across all online media. This enables companies to conduct more efficient and effective campaigns and achieve greater return on investment.'

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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