1. Measuring online audience and its
impact for the advertising market
Moldova ICT Summit 2011 - 19 May 2011

2. Markets & Experience
300 employees
9 Internet Audience Tenders won
11 Years of experience
Countries

3. Technical data
250 Serversin EMEA
250 Thousands websites tracked
200Billions PV/month
1Petabyte
of data processed per month

4. Clients & Research
600 Marketing studies yearly
1000 Campains monitored per month
2000 Clients
of Main Publishers
90%
use our web analytics!
in CEE region
and Denmark

5. Visitors
Page View
Bounce 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. Methodology
Classic Research Integrated Research
Declarative data / more awareness then Hard data about website usage
• Approach
usage -Page views, visits, visitors
• Classic research -Time spent per site
• Integrated research
Mostly data about sites with high notoriety Data about all the sites from research
Periodic 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 panel
Cookie 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 site's 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