Comscore yesterday announced the launch in Canada of Plan Metrix Multi-Platform Powered by Vividata. This solution combines internet users’ online behavior with their offline attitudes and interests, allowing marketers to generate multi-platform media plans, and identify advanced audience segments.
Plan Metrix Multi-Platform Powered by Vividata taps into Comscore’s strategic partnership with Vividata by combining digital audience intelligence from Comscore with Vividata’s comprehensive database of consumer demographics, media usage, lifestyle and attitudinal data, and product usage across more than 150 categories.
Plan Metrix Multi-Platform Powered by Vividata reports attributes of Canadian consumers across a range of categories, including electronics, phone providers, health and beauty, automotive, travel, financial, real estate, groceries, pets, and retail. This data will be available to subscribing clients through the Comscore user interface, which will allow for segmentation by device, media type, and ad consumption measures.
“Traditional demographics – like age and gender – will always be important, but it is clear the industry is demanding more advanced audience descriptors to more effectively plan campaigns. Our Canadian partnership with Vividata will provide existing and new clients with enhanced consumer segmenting and targeting based on an unduplicated total digital population. We are pleased to offer our clients person-centric insights within robust data sets, which are better aligned with how digital media is analyzed and planned today.”Bryan Segal, senior vice president, commercial, at Comscore