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BizReport : Research : May 09, 2008
Quantcast: Demographic search tool beta launch
Media planners looking for websites that match their demographic requirements have another tool at their disposal, thanks to Quantcast’s newly launched free demographic search service.
When searching for relevant websites on which to place advertising it’s useful to get all the information you can about the audience frequenting those sites. Demographic information, comprising characteristics of the audience to be targeted, such as age, sex, religion and income, can now be searched for using Quantcast’s free search service, launched in beta form this week.
The free search service is built on two types of website data – quantified and un-quantified. Quantified sites feed raw metrics directly to Quantcast whereby un-quantified sites provide panel based information.
So, if you’re searching for websites that attract 25 – 44 year old male and female travelers that have a demographic similar to, say, LonelyPlanet.com users, you simply enter these details, and any additional demographic requirements, into the simple online search form. Returned search results show how many unique visitors each site has along with a brief demographic description of site audiences.
Quantcast covers many sites that are too small for the likes of comScore and Nielsen to include.
Tags: demographics, media buying, media planning, online advertising
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