Measuring online audience and its Impact for the advertising market

Measuring online audience and its

impact for the advertising market

Moldova ICT Summit 2011 - 19 May 2011

employees 300

9 11

Internet Audience Tenders won

Years of experience

Markets & Experience

Countries

250 Servers

250 Thousands websites tracked

PV/month

of data processed per month

200Billions

1Petabyte

Technical data

in EMEA

90% of Main Publishers

in CEE region

and Denmark

use our web analytics!

2000 Clients

1000 Campains monitored per month

600 Marketing studies yearly

Clients & Research

Real User

Cookie Browser

Reach

Audience duplication CTR

Affinity

Time

Visit Path

Unique User

Session

Page View Visitors

Visit

Unique Visitor

Bounce rate

User

User

Actions

Audience Measurement

• Market level study

• Provide data about profile and behavior of websites visitors

• Powerful research which stimulates the internet market growth

• Media Agencies are being equiped with reliable mediaplanning data

• Basis of a healthy online advertising market providing:

– Standardization

– Transparency

– Credibility

5.5

18.2

0 5 10 15 20

2006

2008

Bulgaria

mln USD

gemiusAudience implementation

27.5

371.7

0 100 200 300 400

2004

2008

Poland

mln USD

gemiusAudience implementation

48

259.8

0 50 100 150 200 250 300

2005

2008

Czech Republic

mln USD

gemiusAudience implementation 7

16.9

0 5 10 15 20

2006

2008

Slovakia

mln USD

gemiusAudience implementation

Impact of Audience Measurement

Impact of Internet Audience

Poland Bulgaria Czech Republic Slovakia

year 2004 2008 2006 2008 2005 2008 2006 2008

value [mln USD] 27,5 371,7 5,5 18,2 48 259,8 7 16,9

Share in total Adspends

2,70% 9,50% 2% 5% 4,30% 8,60% 3,60% 6,90%

source IAB IAB Gemius Gemius UVDT - Czech Publishers Association

SPIR (Admonitor) AIM SR / Gemius AIM SR / Gemius

Methodology

• Approach • Classic research

• Integrated research

• Research components • Site-centric measurement system

• Pop-up surveys displayed to a random sample of Internet users visiting participating web sites

• Offline structural research

Classic Research Integrated Research

Declarative data / more awareness then usage

Hard data about website usage -Page views, visits, visitors -Time spent per site

Mostly data about sites with high notoriety Data about all the sites from research

Periodic waves 2-4 per year Real time data about usage of the site (1 – 2 hours delay) and monthly data about socio demographic profile

Dedicated tool to analyze the data an select optimum websites for media plan

Integrated research methodology

• Approach • Cookie panel

• Software panel

• Fused panel

Cookie Panel Software Panel

Same set of data

• Small and medium markets • Medium and big markets

• Data for participating websites • All websites on the market

• Faster and easier

implementation

• Longer more complex

implementation

• Lower price

• Slovakia

• Estonia

• Latvia

• Lithuania

• Ukraine

• Belarus

• Slovenia

• Croatia

• Bosnia-Hercegovina

• Bulgaria

Fused Panel: Software Panel: Cookie Panel:

• Czech Republic

• Denmark

• Hungary

• Israel

• Russia

• Turkey

• Poland

\\ Methodologies

Cookie Panel

Software Panel

Fused Panel

gemiusAudience

Internet user

Participating

website

Other websites COOKIE PANEL MEMBERS

Gender: Male

Age: 24

(…)

Gender: Female

Age: 31

(…)

Online

SURVEY YES

NO

Gender: Male

Age: 39

(…)

//Cookie Panel Recruitment Approach

gemiusAudience

COOKIE PANEL

Gender: Male

Age: 39

(…)

Gender: Female

Age: 31

(…)

Recognizing audience of each

participating website

Participating

websites

//Cookie Panel Approach

Site-centric data

• Web analytics data • Page views

• Visits

• Visitors (cookie)

• Time spent per site

• Visit path

• Referral

• Geo-location

• Technical configuration

• Mobile analytics

• Video analytics

Demographic data

• Real users (persons)

• Time spent

• Page views

• Audience duplication

• Affinity Index

• Socio demography • Sex

• Age

• Income

• Other life style and buying characteristics added to questioner

Audience benefits for Publishers

• Audience research study are the basis for gaining

advertisers’ budgets and optimize your web site • present credible data on your audience and your site's reach to

advertisers.

• build your sales strategy on quality not quantity (potential clients not

page views)

• position your web site in comparison to their competitors.

• determine how best to promote your web site

• evaluate the quality of the published content

• audience duplication of a few web sites belonging to one publisher

Audience benefits Agency / Advertiser /Analysts

• Planning online advertising campaigns based on

comparative and credible data.

• Minimizing duplicated audience on web sites selected

for a given campaign,

• Increasing a campaign’s reach in groups at which the

campaign is directed,

• Using thematic selection of web sites for a given

marketing action

• Source of knowledge for market analyses, and supports

news presented in the traditional media

Catalin Emilian

Country Manager

catalin.emilian@gemius.com

www.gemius.com

Your Gemius contacts: