(By Anmol Pradhan & Nikhil Pahwa)
Vizisense, the audience measurement system from Komli Media, has gone freemium, launching paid options for audience measurement, over and above its free site statistics. This is in line with what Komli Media COO Prashant Mehta had told Medianama in an interview last month. Additionally, the company has also appointed Andrew James Reid as the MD of ViziSense Australia; Reid was with the Peer Group Media as MD before joining Vizisense. The appointment is particularly interesting since Reid was the MD of Nielsen//NetRatings from 2004 to 2007.
Nielsen is the dominant player in audience measurement in the Australian market, and Komli Media intends to offer an alternative. Mehta had then told MediaNama that companies in Australia pay 5-10 times more than in India for audience measurement.
Vizisense’s Freemium Offering
ViziSense, which was launched in December 2008 as a free audience measurement service, has now gone paid. It’s SiteStats basic and AccuTags (stats for publishers, in exchange for their site being tagged) features remain free, providing a short summary of key statistics for websites being tracked.
Additionally, services like SiteStats Advanced, Reports and Case-studies, MediaMix and AdView, require a paid membership. Vizisense has not disclosed the pricing on its website, the pricing details, via a presentation a company executive sent to us, are as follows:
For a single login, the price is Rs. 200,000 for a Vizisense Plus , Rs. 300,000 for Vizisense Pro and Rs. 500,000 for Vizisense Advantage. As a paid subscriber, one gets significantly more information: lets take SiteStats as an example – basic program offers the traffic trend of last one month, as opposed to one year in the paid option; Over and above the demographic and geographic data, the premium offerings include 30 data points, like reach, percentage share of pageviews, visits, time spent etc. Information, like income, education and marital status has been moved to the paid version. Also, it’s amazing that Vizisense is also offering a traffic heat map for specific sites, to premium users: are they collecting this from tags that publishers put on their sites, or from the audience panel?
Also for Pro and Advantage subscribers, Vizisense offers MediaMix, a media planning tool with rankings and sites sorted according to parameters like age group, household income etc. Media planners can view the reach a campaign would deliver and at what cost, as well as a snapshot of the overall audience that the plan would reach.
AdView gives detailed information about the various brands that are active online and how they are using the medium- essentially, competitive information on marketing, and for agencies, information on adspends from various advertisers.
Of course, this premium offering means little if the data isn’t accurate. Vizisense competes with Comscore in India, as well as Google’s free offering – Google AdPlanner. Has Nielsen Online done anything of note here yet?
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