|
MarketingVOX: comScore Networks has launched comScore Plan Metrix, the next generation of its media planning tool, previously known as AiM (Audience insight Measures).
Plan Metrix combines more than 4,100 in-depth lifestyle, product usage, and demographic characteristics with comScore's continuously and passively captured behavioral measurement across nearly 10,000 online entities, writes MediaBuyerPlanner.
The foundation of the Plan Metrix service is a lifestyle and product usage survey fielded to comScore panelists; its results are integrated with passively observed online behavior at the respondent level. With that methodology, Plan Metrix provides granular insight without relying on consumers to recall the complete details of their online browsing behavior - which most consumers cannot do accurately.
"Combining passively observed online behavior with consumers' lifestyle and buying preferences ensures the highest level of data integrity and accuracy, which is critical to making intelligent media buys," says Lynn Bolger, executive vice president of comScore Media Metrix, in a statement.
Plan Metrix offers consumer insight such as technology ownership and usage, expanded demographic profiles, and lifestyle, attitudinal, product purchase and offline media consumption data.
Information is available on food, beverage and restaurant preferences (including coffee shops and quick-serve restaurants); health histories and attitudes; movie, music and video preferences; purchasing propensity for new technology, vehicles, etc.; retail/apparel preferences; sports and leisure preferences; traditional media consumption (TV, newspapers and magazines); travel preferences and experiences; and internet behavior.
Plan Metrix is used by publishers, adverting agencies and ad networks, including Advertising.com, AvenueA, Belo Interactive, Burst Media, Careerbuilder, Clear Channel, Cox Communications, Digitas, GameDaily, Knight-Ridder, Starcom IP, Universal McCann, ValueClick Media and Yahoo. The media planning tool is delivered as a component of the comScore MyMetrix service.
Related stories:
|
