Comscore’s new Plan Metrix Multi-Platform will leverage Kantar data to beyond demographics


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

Significantly, the advanced audience planning tool goes beyond demographics alone and leverages best-in-class data from Kantar, the globally respected evidence-based insights and consulting company. Comscore’s strategic partnership with Kantar 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.

WEBINAR: To showcase Plan Metrix and how planning based on Advanced Audiences can enrich the media plans of marketing professionals, Comscore and Kantar have organized a webinar that will roll out on the 15th of July 2021 at 1500 hrs (3 pm) India Time. 

The webinar will include an overview of the methodology behind the solution, an in-depth look at the digital universe in India, examples of how Plan Metrix Multi-Platform works for different industries, and more.

  • Leveraging a comprehensive view of consumer behaviour, Plan Metrix will help marketers 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.

Image-Puneet-Avasthi-Senior-Executive-Director-Insights-Division-Kantar-mediabrief.pngPuneet Avasthi, Director, Specialist Business, Insights Division at Kantar, said, “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 an 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 which 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,”Avasthi added.

  • 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 & beverage, health, home & living, retail & apparel, sports & leisure, travel and more. 

Joris Goossens, EVP APAC and EMEA, at Comscore, said, “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 analysed and planned today.

“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,”Goossens added.