The document discusses an online audience study conducted in Moldova by BATI (Bureau of Audit of Circulations and Internet) to measure internet usage patterns and the demographic profiles of online audiences. The study tracks usage across desktops, smartphones, tablets and other devices for 35 participating websites using Gemius's technical solution. It provides daily traffic data and quarterly reports on metrics like reach, engagement, and the socio-demographic characteristics of users. The methodology uses a hybrid approach involving a site-centric audit, online panel, and establishment study to estimate real users and integrate cookie and panel data. The study aims to help online publishers, investors, agencies and advertisers better understand their audiences and make knowledge-based decisions.

1. STUDIUL DE MĂSURARE
A TRAFICULUI ȘI
AUDIENȚEI
PE INTERNET
/ gemiusAudience
BIROUL DE AUDIT AL TIRAJELOR SI INTERNETULUI
www.bati.md

2. about BATI’s
online audience study
State-of-the-art measurement of Internet
audiences that enables:
o Measurement of Internet media usage patterns
o Duplication of use between PCs, smart phones and tablets
o Analysis of the socio-demographical profiles of online audiences
o Ability to make knowledge-based decisions for online publishers,
investors, media agencies and advertisers
# SMTAI #gemiusAudience

3. the online audience study
in Moldova
# SMTAI #gemiusAudience
Organization of the study
BATI
Participating websites
35 websites (28 local, 7 international)
Participating advertising agencies
5 agencies (4 global brands)
Supplier of technical solution
Gemius

4. ?what do we measure
# SMTAI #gemiusAudience
Websites & Apps
All divided into platforms
| | |Desktop PC Smart TVs Smart phones Tablets
Internet usage patterns
Internet
population
& penetration
Ranking of
websites (by reach,
page views, Real
Users, etc)
User engagement
(time spent, page
views per
visit and visitor)

5. ?what do we measure
# SMTAI #gemiusAudience
Socio-demographical
profiles of users
| |Gender Age Education
Income Employment
status
Place where
living
…and much more!
+ The ability to create cross-target !Groups

6. Real Users, not cookies!
# SMTAI #gemiusAudience
Thanks to BrowserID solution, the study estimates the number of
real people (Real Users) consuming online content, not the number
!of cookies
:Cookies do not reflect the number of internet users because of
• the use of multiple devices by one person
• the use of different browsers
• device sharing
• cookie deletion
• the cookie acceptance limitations of certain operating systems (iOS)

7. what can you learn
from our data?
# SMTAI #gemiusAudience
What websites are
most often visited in
?Moldova
What is the total
reach of the internet
?in Moldova
What is the total reach
of a given publisher
across all sites in his
?portfolio
On what Moldavian
websites do men aged
15-30 years spend
?most of their time
What type of
information do people
?search online
On what day of the
week do people
generate the most
?internet traffic
…and much more!

8. reporting of the results
# SMTAI #gemiusAudience
Audited
Sites
Demography
Time
periods
Wide range
of metrics
• Quarterly data sets about website visits and the demography of visitors
• Easy-to-use, powerful analytical application for online media planning &
optimizing online advertising campaigns
• Provides on-the-fly, complex analysis of huge amounts of data

9. reporting of the results
# SMTAI #gemiusAudience
• Daily data set about the websites traffic (visits, users, cookies, page views)
• Web-based application available 24/7 via the internet
• Presenting overnight, Real User estimations and other statistics
• Near-real time information

10. methodology
# SMTAI #gemiusAudience
Hybrid approach to internet measurement
Site-centric audit
• Hard data about ALL traffic
• %100 reliable data
Cookie Panel
• Source of socio-demo data
• Cookie Panel
Establishment Study
• Structural study,
offline population data
Data Integration
• Recalculation of cookies into customers
• Data filtering & processing
RESULTS
• Traffic data provided on daily basis
• Audience data provided on quarterly bases

11. methodology
# SMTAI #gemiusAudience
Hybrid approach to internet measurement
• Real data on people behaviour (not declarative)
• Measures page views, time spent and visits of all users – work and home
• Base for Real Users (real individuals) calculation
• Tracking via scripts embedded into participating websites
Site-centric audit
• Hard data about ALL traffic
• %100 reliable data

12. methodology
# SMTAI #gemiusAudience
Hybrid approach to internet measurement
• :Recruited online. Demographical representativeness age, gender, education
• More than 5 000 members. Panel calibration with usage of RIM weighting
• Monitoring through site-centric scripts and cookies
• Monitoring of panelists’ behavior on websites with site-centric scripts
Cookie Panel
• Source of socio-demo data
• Cookie Panel

13. methodology
# SMTAI #gemiusAudience
Hybrid approach to internet measurement
• :Offline study about Internet population
• Number of internet users, Gender, Age, Education etc
• Base for Real Users (real individuals) calculation
• Used for calibrating (weighting) the Panel
Establishment Study
• Structural study,
offline population data

14. methodology
# SMTAI #gemiusAudience
Hybrid approach to internet measurement
Data Integration
• Recalculation of cookies into customers
• Data filtering & processing
• Study rules & Procedures
• Data filtering
• Real User algorithm & Panels calibration
• Media trees

15. key benefits
# SMTAI #gemiusAudience
Learn the socio-demographic
profile of your audience
Find out with whom you have
the biggest audience duplication
and how your site is ranked
among others
Know what your total reach is
across all sites
Optimize your inventory/ your
content inline with current
digital trends

16. example 1
# SMTAI #gemiusAudience
Ranking for sites
o %Top sites, ranking by Reach internet ( of all internet population reached by the site)
o :Shown indicators Real users, Page views, Reach Internet, Visits, Total Time Spent, etc

17. example 2
# SMTAI #gemiusAudience
:Top sites for target group 15 – 25y.o., women, place – Chisinau, medium income, higher
education, interested in holidays
o %Max audience duplication indicator shows of people who visited the analyzed site
and at least one other from all analyzed sites

18. example 3
# SMTAI #gemiusAudience
Duplication analysis between websites
Absolute number of people
% of sputnik.md users that can be found on protv.md
% of protv.md users that can be found on sputnik.md
Lowest duplication ok.ru on unimedia.md

19. example 4
# SMTAI #gemiusAudience
Cross metric analysis
:Audience composition split by gender for broad target age 20 – 45 and
:narrow target age 20 – +45 education medium – high

20. # SMTAI #gemiusAudience
Thank You