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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
www.gemius.com
Your Gemius contacts:
