Cross-media single-source research: new generation of audience measurement

1. GEMIUS SOLUTIONS FOR MEDIA AUDIENCE
MEASUREMENT
Kiev, September 18th, 2019

2. the survey was conducted 7 years ago…

3. DEDICATED TO CROSS-MEDIA BROADCASTERS &
INDUSTRY COMMITTEES
OUR SOLUTION
THE METERS

4. giving a smartphone to panelist solves
the problem of panel retention and
incentives
a panelist is obliged to place his own
SIM card, use the device as his only
one and install the browser extension on
his desktop device
WE BELIEVE IN
HARD DATA.
COMPLIANT
THAT’S WHY WE WENT
FOR HARDWARE-
BASED PANEL.
WE ARE
our meter is installed on the
smartphone’s OS level, allowing for a
continuous & stable data collection
AND
WHY
WE DO IT?

5. SINGLE SOURCE MEASUREMENT OF CROSS-MEDIA
CONSUMPTION AND AD EXPOSURE
BROWSER
EXTENSION
DETECTING ADS
SOUND
MATCHING
SOFTWARE
DETECTING IN-
APP ADS
PC
TV
RADIO
WALLED
GARDENS
APPS
A
L
L
M
E
D
I
A
REPRESENTATIVE PANEL

6. SMARTPHONE HAS
BECOME THE
PERFECT METER
TO MEASURE
YOUNG ADULTS
AND COMMERCIAL
AGE GROUPS!

7. LIVING ROOM
BATHROOM
MASTER BEDROOM
CHILDREN’ BEDROOM
plug-in device
with sound matching
IN EVERY ROOM
TV 2
KITCHEN
PC
TV 1
OUR
HOUSEHOLD
METER

8. #singlesource Easter, 22.04.2019
TV Reach
on Easter Monday in Poland
86%
OOH
ONLY
29%
MORE THAN
ONE
LOCATION
OOH Time Share per
panelist
100%
80%
60%
40%
20%
0%
IN-HOME
ONLY
48%23%
OUT-OF-HOME

9. A Student at Rzeszów
University of Technology,
spends 80% of his time in
Rzeszów
He divides his leisure time
between his family home
and yet
another location Regional classification is not
constant: should be attributed to an
individual, not a household.
Household-based TV research will
fail to detect 60 per cent of the time
he spent watching TV (in other
locations).
#singlesource, april – may 2019
REAL-LIFE CASE

10. DEFINITION OF A HOUSEHOLD
30%
48%
65%
83%
100%
Main Home Alternative Home
(with max watching time)
Multiple Homes
ValueTitle
In-Home vs. Out-Of-Home Time Share
Out-of-home In-home

11. #singlesource, april-may 2019
FRQ = 7
One of our panelists saw 147 ads
from the "Household equipment"
sector in the period preceding his
visit to Ikea mall
FR
Q =
4
FRQ = 3
REAL-LIFE CASE: CUSTOMER JOURNEY

12. #singlesource, May 2019
PLANNING DATA FOR CROSSMEDIA

13. A BREAKTHROUGH IN
AD EXPOSURE ANALYTICS
an in-depth analysis of your own
cross-media campaigns fuelled by
SINGLE-SOURCE data
F U E L L E D B Y S I N G L E S O U R C E
a market intelligence tool revealing all
brands’ activities , both in DIGITAL &
CROSS-MEDIA world
CROSS-MEDIA AD EXPOSURE: OWN AND
COMPETITORS’ CAMPAIGNS

14. boosted with a 360 degree look at
your competitors’ activity in digital &
cross-media world with panel based
data collection
REAL USERS /
GRPS
/ PLACEMENTS
TOTAL REACH
DYNAMIC
VIEWABILITY
IN-VIEW TIME
VIEWABLE REACH 2+
CROSS-MEDIA
AUDIENCE
DUPLICATION
A BREAKTHROUGH IN
AD EXPOSURE
ANALYTICS FUELLED BY
SINGLE SOURCE

15. a comprehensive analysis of
your own cross-media campaign
fuelled by single-source data
CUMULATIVE &
DAILY REACH
PER PLACEMENT
TOTAL &
INCREMENTAL
REACH
CUMULATIVE &
DAILY GRP
CAMPAIGN
DEMOGRAPHY
PROFILE
REACH &
FREQUENCY
DYNAMIC
A BREAKTHROUGH IN
AD EXPOSURE
ANALYTICS FUELLED BY
SINGLE SOURCE

16. 86%86%
85%
98%TOTAL
REACH96%
54%
WITH
VIDEO
ADS
WITH
ANY
ADS
85%
67%
-2%
-2%
-1% -0,5%
-1%
-1%
AdReal, April, 2019, Internet users 18-34, Poland, top 36 TV channels, mobile: walled garden apps only
WHAT HAPPENS

17. + 11.3%
Best
Incremental
Reach
IN TOP 20
AdReal, April, 1-7, Internet users 18-34, Poland, top 36 TV channels, PC: all video, mobile: walled garden apps only
WITH OR WITHOUT TV?

18. In a month Netflix can build
REACH 79%
using only digital video.
But if a weekly TV
campaign was added it
could increase to
88%.
AdReal, March ‘19, Internet users 18-34, Poland, top 36 TV channels, PC: all video, mobile: walled garden apps only
WITH OR WITHOUT TV?

19. A BREAKTHROUGH IN
MEDIA CONSUMPTION & AD EXPOSURE
ANALYTICS
F U E L L E D B Y S I N G L E S O U R C E
TAG-BASED CAMPAIGN
MEASUREMENT WITH
CURRENCY DATA ON
REACH&DEMOGRAPHY
AUDIENCE MEASUREMENT
CURRENCY FOR DIGITAL AND
CROSS MEDIA
PANEL-BASED CAMPAIGN
MEASUREMENT & MARKET
INTELLIGENCE

20. THANK YOU.