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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.

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Mobile Monday Manila - GMA Audience Measurement

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

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