Our Bureau

Mumbai, Nov. 1

IMRB has launched WAM (Web audience measurement), a tool of audience measurement on the Internet. Akin to the existing measurements such as TAM for television and RAM for radio, WAM is for the Internet and is based on a panel of people who have a unique metering device that is custom built for India.

Mr Thomas Puliyel, President, IMRB International said, “With WAM, we can fully realise the potential of the Internet as an advertising and marketing medium. We will be able to measure the effectiveness of the medium in terms of reach and frequency, just like any other medium.”

The WAM system, which follows the traditional tenets of audience measurement, has been piloted for over six months. The panel-based approach adopted by the WAM system has been made possible due to a metering technology custom-built for Indian market.

The meter is capable of capturing Internet usage data from multiple machines and still attribute it to the same panellist. Further, the meter allows the flexibility of capturing only the panel member's data in case the machine is used by multiple users. The meter can capture data from multiple browsers (all versions of IE, all versions of Chrome, Firefox, Yahoo! Messenger, Google Talk and MSN Messenger). The data reporting is being done through the well-established Media Xpress tool, customised for the Internet market.

The reporting tool, Web Xpress, allows pre and post-media planning, duplication analysis and profiling apart from the usual trending tools. The tool is also capable of reporting at day level and at day-part level.

According to IMRB International, the biggest issue with the Internet is lack of currency that determines the success of online campaigns. So far, online media agencies and publishers have been using estimates and measurements which are convenient to them.

The WAM system is a joint effort of IMRB International and Internet and Mobile Association of India (IAMAI).

(This article was published in the Business Line print edition dated November 2, 2010)
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