Quantcast Media Planner
Quantcast Media Planner
Quantcast Media Planner
Have you ever wondered what type and how many people are visiting your website? If you answered "yes" to the previous question, you will be pleased to know that there are online tools available that allow people to analyse the relevance and effectiveness of their web pages. Quantcast Media Planner is a fairly modern, free web analytics tool founded in 2006 that provides users with a variety of statistics pertaining to their online audience. This tool, which requires no installation, tracks visitors' demographic and geographic factors, and provides insight into different aspects of their lifestyles. This information gives advertisers, marketers, companies, and ordinary people a good understanding of who their visitors are and what they are like. Examples of some of the web traffic percentages provided are gender, age, income, and race.
Having this information available makes identifying the target market much easier, and results in businesses being better able to serve their customers. In addition, by distinguishing their main customer base, businesses can then target people who share similar backgrounds, characteristics, interests, and purchasing habits as these existing customers. Consequently, users can more easily decide which websites to place advertisements for their business on, because from the data, they have a good idea as to who click on their sponsored links. On the other hand, if a website owner discovers from the information gathered that their page is not attracting their desired target market, they can know they need to solve the problem by redesigning their website or repositioning their brand to better appeal to this market segment.
Quantcast Media Planner also provides website owners with an estimate of the number of people who visit their webpage on a daily, weekly, or monthly (also every 3 or 6 months) basis. There is a unique feature that allows users to view these web traffic values in the following categories: people, visits, page-views, cookies, page-views per person, and visits per person. These options make it possible to prevent the same people from being accounted for multiple times in the traffic counter, giving a more accurate estimate of the number of people actually viewing the webpage.
While other media planners such as ComScore and Nielsen/net ratings provide more accurate and detailed statistics, users must be willing to pay a lot of money to use those services, making Quantcast more appealing to the everyday person and business. Through a combination of panels and site tagging, also referred to as a "hybrid approach," Quantcast is able to provide greater accuracy than DoubleClick Ad Planner, a free program offered by Google, who only uses the tagging method.
As online advertising is now the most widely used form of advertising, planning tools like Quantcast are growing both in popularity
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