ComScore Boosts AiM Sample Size, Launches Ad Focus

ComScore Media Metrix has released version 2.0 of its Audience insite Measures (AiM) consumer analysis and media planning tool, offering a larger sample of Web users and new reach and frequency reporting functions. The new features come two days after the measurement firm began offering clients syndicated audience segmentation of various ad-supported properties.

With the release of AiM 2.0, comScore now bases its reporting on lifestyle and media use data from 70,000 Web users, up from approximately 30,000 in version 1.0, according to a spokesperson. ComScore says the expanded database of consumer behavior will provide more granularity to its clients’ consumer targeting efforts.

The 2.0 release also adds reach and frequency reporting characteristics, letting clients chart R&F curves on campaigns built using AiM metrics, and integrates AiM into the MyMetrix reporting interface.

“These enhancements… make AiM 2.0 the most comprehensive and accurate lifestyle and product usage measurement service available,” said Peter Daboll, president of comScore Media Metrix.

Separately, comScore has also introduced syndicated reporting of key audience segments on individual ad-supported Web properties. Called Ad Focus Reporting, the service observes the various segments that visit a media property, helping media planners and buyers identify the most attractive online audiences.

“Ad Focus reporting addresses the demand for accurate information that objectively and intuitively supports the process of media planning and buying,” said Daboll.

ComScore said the two announcements are part of a larger initiative to provide interactive marketers with more powerful decisionmaking tools. They also may mark a more fundamental shift in the company’s focus. ComScore started out specializing in market analysis, but it has recently exerted considerable effort developing its media research capabilities.