beyondCTR

Google AdPalnner Vs. comScore for India

Had a chance to look at Google AdPlanner ,the free media planning tool by Google.

Google AdPlanner estimates unique visitors in India as 97 mn and comScore ~30 mn (for the month of July).While comScore is extrapolating the panel data while Google is mining data from various sources ,comScore is a better indicator here as it is a better measure on no. of people(therefore browsers) going online ,where as AdPlanner is adding up and reporting the same user going to a site again(therefore sessions).

comScore has a much better reports and reporting (key measures ,source/loss ,audience duplication etc.) ,AdPlanner has one basic report with UV’s ,Reach ,Page Views and yes if the particular site serves adSense ads ,the demographic toggles are only relevant for US ,though it has interesting feature for “Find audience matching ” ,so if you are looking for the travel category you can input makemytrip etc. and all it gets a a list of sites which were like makemytrip which the audience visited.

Another important element missing in the AdPlanner is the Campaign R/F (of comScore) where reach and frequency is calculated for the no. of impressions the planner is willing to take as per the campaign’s objectives ,the AdPlanner mentions the reach of the plan if one places ad on the all the available impressions .

So ,in conclusion though the AdPlanner is an excellent source of information and Free ,but good amount of work is required before its taken seriously as a media planning tool.