Zirca launches ContentiQ

The tool will enable marketers to take an audience-centric approach to content planning based on psychographics.

Zirca Digital Solutions launched its second proprietary product ContentiQ, which combines the power of audience profiling and content consumption data to help media planners and advertisers create strategic insights-driven and data-informed content plans.

ContentiQ leverages Zirca’s proprietary content intelligence to reveal unique insights about a marketer’s target audience and equips marketers with deeper insights into audience archetypes by highlighting personality traits, interests and motivations - all important drivers of digital/online behaviour. The tool provides media planners and advertisers with relevant content categories, types and format preferences based on these consumer archetypes. These insights will prove critical for creating and publishing content on relevant digital channels.

Speaking about the launch, Neena Dasgupta, CEO - Zirca says, “Content serves as bridge between marketers and their consumers. With ContentiQ, we are bringing science to content creation so that media planners and advertisers can offer powerful audience-centric content based on psychographics. This tool is set to revolutionize the content planning landscape in India and globally,”

Karan Kumar Gupta, MD of Zirca, adds, “In a rapidly-evolving content industry, marketers need to realise that their audience is not just a number. Content deserves its own planning and measurement tools, and therefore ContentiQ will be at the forefront of the emerging ecosystem of content-specific planning, measurement and execution tools. With this launch, Zirca is determined to bring consumer-centric conversations to the forefront of marketing communication.”