I’m very excited today to announce the launch of Komli ViziSense, the first free and open audience measurement platform for India that accurately reports details of site visitor demographics and other audience characteristics. ViziSense helps publishers with an independent measurement system, enables advertisers to access and understand their online audience with precision, and allows ViziSense agencies to plan better media buys.
How did this come about? At Komli Media, as we talked with brands, direct marketers, agencies, and publishers we always found questions like “How can we better target our ads?”, “How can we make our ads perform more actively?”, “How do I know who is really looking at my ads?”, “How can I prove to advertisers that I have a good audience?” cropping up. These questions are good questions, and we kept wondering why there was so much trouble answering them. Advertisers and agencies, in particular, have been pushing the envelope looking for solutions that help them better target audiences and build their brands.
Komli Media is about targeting audiences and technologies. Recently, I spoke at the IAMAI Digital Summit in Mumbai about how ad networks can help marketers reach the incredible audience on the web and reach them in a very targeted way. In addition, publishers are looking at ways to really monetize their audience as best as possible so they can focus on their content. All impressions are not created equal and not all visitors are created equal - but often the industry hasn’t had the data it needs to make informed decisions.
ViziSense is an answer to this! We wanted to create an open, free audience measurement platform for India. Now marketers can easily look up a site and see the age, gender, and income groups that are visiting that site. Publishers have a 3rd party, independent service that proves the quality of their audience.
In addition, publishers can contribute directly to the ViziSense data to make their stats even more accurate. We are collecting gigabytes of data on a daily basis (we estimate that soon we will be collecting 100GB of data a day) in terms of sites consumers are visiting, time spent, behavior on those sites, etc. We believe deeply in the power of technology and its ability to help us all achieve better results. ViziSense is both an application developed by our great team (if I might say so myself), as well as a showcase of the type of technologies we are developing.
We view our ViziSense platform as just that, a platform, that will enable us to launch many new features and capabilities over time. This is, in effect, just a start for us!
We welcome your feedback. Please feel free to email me at amargoel (at) komli dot com.
- Amar