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Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
Mobile Monday Manila - GMA Audience Measurement
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Mobile Monday Manila - GMA Audience Measurement

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This is the presentation given by Ms. Edna Belleza from GMA NMI during the Mobile Monday event on Sept. 19 2011.

This is the presentation given by Ms. Edna Belleza from GMA NMI during the Mobile Monday event on Sept. 19 2011.

Published in: Business, Technology
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Transcript

  • 1. Audience Measurement Mobile Monday, 19 September 2011
  • 2. AGENDA
    • Online Audience Measurement in RP
    • Initial Findings & Insights
    • Measuring the Mobile Audience
  • 3. Online Audience Measurement in the Philippines
  • 4. Online Audience Measurement: The Top Publishers’ Initiative
    • LANDMARK MoU SIGNING AMONG FRIENDLY COMPETITORS.
    • ABS-CBN Interactive, BusinessWorld, GMA New Media, PEP, Phil. Daily Inquirer, Philippine Star & Summit Publishing; 28 February 2011
  • 5.
    • To provide credibility & transparency in generating/reporting traffic data
    • Make local publishers competitive in the global online advertising business dominated by Facebook, Google and Yahoo!
    Online Audience Measurement: The Challenge to Standardize
  • 6.
    • Invited three global providers
    • October 2010 to February 2011
    • Individual testing versus internal analytics
    • Two rounds of deliberations
    Online Audience Measurement: The Process of Choosing
  • 7.
    • Hybrid is ideal
    Online Audience Measurement: The Criteria Used - Methodology
  • 8.
    • Coverage:
          • Audience – both local & abroad
          • Clients – agencies & advertisers
    • Pricing:
          • Widest adoption is key
          • “ Socialized” pricing for sustainability
          • Business model for emerging markets
    Online Audience Measurement: The Criteria – Coverage & Price
  • 9.
    • Technology:
          • product roadmap – hybrid, devices
          • SLAs – data collection & reporting
    • Local support:
          • investment in local market
          • ability to customize to local needs
    Online Audience Measurement: The Criteria– Scalability & Flexibility
  • 10. Online Audience Measurement: The Result – Effective Measure RP-friendly business model made the difference.
  • 11.
    • ICOM (International Convention on Online Measurement) board – 3 rd in Asia Pacific
    • IMMAP & PANA formally declared support during the last Summit
    • 1 st ICOM/IMMAP workshop key points:
          • Own the currency (UV, UB, GRPs) – Columbia University study
          • Education, education, education
          • Set up a review board
    • IMMAP’s 2 nd workshop in September
    Online Audience Measurement: The Next Steps for the Industry
  • 12. Initial Findings & Insights
  • 13. Initial Findings and Insights: Top-line Analytics - Rankings
  • 14. Initial Findings and Insights: Audience Planning – Profiles * Sample data. Profiles based on digital footprint & surveys on the site.
  • 15. Initial Findings and Insights: Audience Planning – Profiles * Sample data. Profiles based on digital footprint & surveys on the site.
  • 16. Initial Findings and Insights: Audience Planning - Overlaps
  • 17. Initial Findings and Insights: Audience Planning - Overlaps
  • 18. Measuring Mobile Using Effective Measure
  • 19. Measuring Mobile Using EM: On the Dashboard
  • 20. Measuring Mobile Using EM: On the Dashboard
  • 21. Measuring Mobile Using EM: Research Insights
  • 22. Measuring Mobile Using EM: Research Insights
  • 23. Measuring Mobile Using EM: Research Insights
  • 24.
    • IAB: Making Measurement Make Sense
          • Principle #1 – Move to a “viewable impressions” standard and count real exposures online.
          • Principle #2 – Online advertising must migrate to a currency based on audience impressions, not gross ad impressions.
          • Principle #3 – Because all ad units are not created equal, we must create a transparent classification system.
          • Principle #4 – Determine interactivity “metrics that matter” for brand marketers, so that marketers can better evaluate online’s contribution to brand building.
          • Principle #5 – Digital media measurement must become increasingly comparable and integrated with other media.
    Measuring Mobile Using EM: In the Product Roadmap Three-screen measurement is key!
  • 25. Thank you!
  • 26. Unique Browsers vs Unique Visitors
    • The Unique Browser (UB) figure in Effective Measure is the most accurate representation of the Digital Helix methodology, whereas the Unique Visitors (UV) figures include additional traffic from "untrusted" cookies. When we are unable to set or retrieve valid cookies on a device, this traffic is flagged and excluded from the UB figure.
    • Portions of this traffic are included in the UV figure however, and more closely resemble the way some other measurement systems approach their methodology.
    • Simply put, the UB figure more closely resembles the number of legitimate people visiting the site and the UV figure provides a better comparison with other measurement methodologies.
    • http://www.digital.org.my/index.phpoption=com_content&view=article&id=112&Itemid=66

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