Measuring online audience and its Impact for the advertising market

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  • 1. Measuring online audience and itsimpact for the advertising marketMoldova ICT Summit 2011 - 19 May 2011
  • 2. Markets & Experience300 employees9 Internet Audience Tenders won11 Years of experience Countries
  • 3. Technical data250 Serversin EMEA250 Thousands websites tracked200Billions PV/month1Petabyteof data processed per month
  • 4. Clients & Research600 Marketing studies yearly1000 Campains monitored per month2000 Clients of Main Publishers90%use our web analytics! in CEE region and Denmark
  • 5. Visitors Page ViewBounce rate Unique User Visit Audience duplication CTR User Real User Time Session Browser Actions Reach Cookie Unique Visitor Affinity Visit Path
  • 6. 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
  • 7. Impact of Audience Measurement Czech Republic Bulgaria Poland Slovakia 20082008 18.2 259.8 2008 2008 16.9 371.7 gemiusAudience gemiusAudience gemiusAudience gemiusAudience 2006 5.57 implementation implementation implementation implementation 2006 2004 2005 27.5 48 00 55 10 10 15 15 20 0 0 50 100 100 200 150 200 300250 400 300 mln USD mln USD mln USD mln USD
  • 8. 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 2,70% 9,50% 2% 5% 4,30% 8,60% 3,60% 6,90% Adspends UVDT - Czech source IAB IAB Gemius Gemius Publishers Association SPIR (Admonitor) AIM SR / Gemius AIM SR / Gemius
  • 9. MethodologyClassic Research Integrated ResearchDeclarative data / more awareness then Hard data about website usage • Approachusage -Page views, visits, visitors • Classic research -Time spent per site • Integrated researchMostly data about sites with high notoriety Data about all the sites from researchPeriodic 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• Research components • Site-centric measurement system • Pop-up surveys displayed to a random sample of Internet users visiting participating web sites • Offline structural research
  • 10. Integrated research methodology• Approach • Cookie panel • Software panel • Fused panelCookie 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 • Longer more complex implementation implementation • Lower price
  • 11. Methodologies Cookie Panel Software Panel Fused Panel Cookie Panel: Software Panel: Fused Panel: • Slovakia • Poland • Czech Republic • Estonia • Denmark • Latvia • Hungary • Lithuania • Israel • Ukraine • Russia • Belarus • Turkey • Slovenia • Croatia • Bosnia-Hercegovina • Bulgaria
  • 12. gemiusAudience//Cookie Panel Recruitment Approach Internet user Other websites COOKIE PANEL MEMBERS Gender: Male Participating Age: 24 website NO (…) Gender: Female Age: 31 (…) Online SURVEY YES Gender: Male Age: 39 (…)
  • 13. gemiusAudience//Cookie Panel Approach COOKIE PANEL Participating Recognizing audience of each websites participating website Gender: Male Gender: Female Age: 39 Age: 31 (…) (…)
  • 14. 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
  • 15. 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
  • 16. 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 sites 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
  • 17. 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
  • 18. Your Gemius contacts: Catalin Emilian Country Manager catalin.emilian@gemius.com www.gemius.com