Andrew Reid switches from Peer Group to lead online measurement charge at ViziSense

Andrew_Reid mumbrellaPeer Group MD Andrew Reid has left the company to lead a bid by ViziSense to become the online industry’s media metric.

The move comes as the Interactive Advertising Bureau prepares to call a tender to be the preferred supplier of online audience data.

The system to be developed is likely to be a hybrid system – using both tag data to measure traffic and panel data to identify who users are and remove duplication of so-called unique user data, which end up with massive over-reporting because of usage by individuals of multiple devices.  

Reid joined Peer Group – which has seen several recent exits – in July 2008. However, he told Mumbrella the reason for his move was purely because of the opportunity it presented to him. Prior to Peer Group, which focuses on music and events, Reid had been the MD of Blue Freeway and before that helped manage Nielsen NetRatings.

Reid is ViziSense’s first Australian employee. The company claims to be the leading audience measurement platform in India.

Reid told Mumbrella that the company already has an Australian  panel of 15-20,000 users including the biggest work-based panel.

ViziSense is owned by the Inidian firm Komli, which recently acquired online sales operation PostClick. Reid will initially work out of PostClick’s offices in Sydney.

Amar Goel,  Komli Media’s CEO said: “Andrew’s solid experience in the field of research and his passion for building a credible audience measurement business makes him a fitting candidate to lead ViziSense’s efforts in Australia.”

Reid told Mumbrella: “Measurement is critical, as are the issues of engagement as a measure of media value. I want to take digital audience measurement and analysis to a new level of understanding about audience value. I’d argue that publishers and agencies need an ethnographic perspective of people and lifestyles, along with the hard data. That’s where I want to be in 12 months time.”


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