Komli Launches ViziSense, Audience Measurement tool

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Komli, the online ad network has launched Vizisense, an audience measurement tool that will help advertisers and media planners in understanding (and planning spend) visitor pattern across various Indian websites.

In order to gauge the traffic, Komli has setup a representative panel (a downloadable app) of 10,000 in India.

The application will record the Internet surfing habits of the members. The traffic details extracted from the panel will be extrapolated to make them representative of the overall Internet audience in India. – (source)

Komli plans to increase the panel size to 50K within a year(Comscore has a panel of 16,000).

For starters, you can check pluggd.in data (according to Vizisense)

pluGGd.in Traffic

Few days back, I covered the top confusions in Indian digital space and lack of a common audience measurement entity was the most prominent one.

Comscore, Alexa and Google trends are still not very popular in India and Komli does plan to build an authority in this space (which will trickle to their core business, the ad network)

While one can always question the mechanism (and the results, as sample seems quite skewed towards Maharashtra), I think its a good start (though not sure why would any publisher will install Komli’s tracking code and not use Google trend directly).

Do check out Vizisense – Is it authoritative enough?

BTW, another fail-whale: ET reports that India has 81mn Internet users – goes back to the same old point of lack of authority in Internet audience measurement tool in India.