Get online audience sense with ViziSense

MUMBAI, INDIA: According to Internet Governance Forum's latest study, India ranked fourth among the top 10 nations in the world with 81 million Internet users. This underscores the reach of the Internet across the country.

This growing Internet users’ population is giving more space to the Indian Internet industry including the online agencies and advertisers, publishers and professionals.

Despite Internet's growth, there's an absence of a standard or measure, which can provide reliable audience data on the Internet, same as Television Audience Measurement (TAM) or Radio Audience Measurement(RAM).

However, Mumbai based Komli Media, a digital advertising and technology enterprise, has launched ViziSense (www.vizisense.com), India's first open and free online audience measurement platform on Tuesday.

ViziSense offers exhaustive audience measurement and traffic statistics for any Internet site accessed from India. Its unique tracking technology helps advertisers, media agencies and publishers to get free and equal access to demographic and traffic data across any portals.

These demographic data includes attributes of age, gender, income, education, Internet usage and marital status.

It also provides comprehensive reports on audience, insight on portals, as well as help online professionals with research, analysis, trends and behavior data.

According to Kartik Poddar, ViziSense's project manager, the webtool took about five months' time in the built phase before its beta version was out.

"The measurement or statistics offered by ViziSense comprises three sources- a panel of over 10,000 users representing a large section of the India's Internet audience, publishers' data from vast consumer interactions and census data," said Poddar.

"These panel members will download a program for ViziSense on their computers and active it with user's IP addresses. Subsequently, the program will starts monitoring and accumulating stats related to user's site visit, time spent on sites, their surfing behavior, along with demographics," Poddar explained.

The data's accuracy highly depends on the number of panel members. "The rise in panel members adds more to accuracy of data. In time ahead, we hope to have about 50,000 – 100,000 panel members that can be an ideal size to represent a section of the Indian Internet community," said Akshay Garg, ViziSense's business head.

"As it is a free online audience measurement tool available in India compared to comScore so we expect that it will be highly used by Internet industry and users. Like TAM or RAM, we hope that ViziSense should be accepted as audience measurement standard of Internet industry," he explained.

Interestingly, Garg added that about 900-1000 users were already using ViziSense on the launch day while, companies such Way2SMS.com and Gaddi.com are using the audience measurement tool for business purposes.