Comscore launches Plan Metrix Multi-Platform product in India

Unified digital view of consumer behavior for media planning

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Graphic Comscore
Graphic Comscore

On 6 July 2021, Comscore, which calls itself a trusted partner for planning, transacting, and evaluating media across platforms, announced the introduction of its Plan Metrix Multi-Platform product to the Indian market. This solution combines consumer’s desktop and mobile behavior with detailed information about their lifestyles, interests, attitudes, and demographics for a unified digital view. 

Leveraging this comprehensive view of consumer behavior, marketers can generate stronger multi-platform media plans, identify advanced audience segments, and reach consumers across different platforms to achieve better ROI. In parallel, publishers can better demonstrate the value of their multi-platform audiences and can generate competitive comparisons. 

Plan Metrix taps into Comscore’s strategic partnership with Kantar that allows both companies to provide an enhanced digital media planning service to their clients. The product combines best-in-class New Indian Consumer survey (NICS) data from Kantar with MMX Multi-Platform digital measurement from Comscore. 

As audiences increasingly gravitate towards the digital medium, it has become imperative for brands to sharpen their online targeting, to reach the right audiences. Kantar’s New Indian Consumer Survey (NICS) offers unmatched profiling of audience segments on demographic, lifestyle, and product usage characteristics. Kantar and Comscore have come together to create a data fusion-based product that combines Kantar’s NICS and Comscore’s MMX Multi-Platform to provide a holistic and comprehensive view of digital audiences for sharper profiling and targeting” said Puneet Avasthi, director, Specialist Business, Insights Division at Kantar. 

Plan Metrix reports more than 300 different attributes in India across a range of lifestyles, interests, and activities, including automotive, beauty, electronics, computers, financial, food and beverage, health, home and living, retail and apparel, sports, and leisure, travel and more.  

We are delighted to introduce Comscore Plan Metrix Multi-Platform in India, giving our clients more advanced audience segments that are better aligned with how digital media is analyzed and planned today,” said Joris Goossens, EVP APAC and EMEA, at Comscore. “Our global partnership with Kantar has already had a massive impact and now as we move forward in this key market, we are confident we will be able to enhance our client’s consumer targeting and digital media planning capabilities.” 

2023 promises an interesting ride for print in India

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. While the print and packaging industries have been resilient in the past 33 months since the pandemic lockdown of 25 March 2020, the commercial printing and newspaper industries have yet to recover their pre-Covid trajectory.

The fragmented commercial printing industry faces substantial challenges as does the newspaper industry. While digital short-run printing and the signage industry seem to be recovering a bit faster, ultimately their growth will also be moderated by the progress of the overall economy. On the other hand book printing exports are doing well but they too face several supply-chain and logistics challenges.

The price of publication papers including newsprint has been high in the past year while availability is diminished by several mills shutting down their publication paper and newsprint machines in the past four years. Indian paper mills are also exporting many types of paper and have raised prices for Indian printers. To some extent, this has helped in the recovery of the digital printing industry with its on-demand short-run and low-wastage paradigm.

Ultimately digital print and other digital channels will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future. For instance, there is no alternative to a rise in textbook consumption but this segment will only reach normality in the next financial year beginning on 1 April 2023.

Thus while the new normal is a moving target and many commercial printers look to diversification, we believe that our target audiences may shift and change. Like them, we will also have to adapt with agility to keep up with their business and technical information needs.

Our 2023 media kit is ready, and it is the right time to take stock and reconnect with your potential markets and customers. Print is the glue for the growth of liberal education, new industry, and an emerging economy. We seek your participation in what promises to be an interesting ride.

– Naresh Khanna

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