Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Interact 2015, Attila Weisz - Gemius

681 Aufrufe

Veröffentlicht am

"Measuring Cross-media Reach of Content"

Veröffentlicht in: Internet
  • Als Erste(r) kommentieren

  • Gehören Sie zu den Ersten, denen das gefällt!

Interact 2015, Attila Weisz - Gemius

  1. 1. 2015 The year of Cross-Media Measurement: New Horizons Interact 2015, 20th May www.gemius.com
  2. 2. Let’s Meet
  3. 3. 3 Poland, Slovakia, Czech Republic, Hungary, Slovenia, Turkey, Denmark, Moldova, Belgium, Luxembourg JIC Standard: Lithuania, Latvia, Bulgaria, Bosnia, Croatia, Serbia, Ukraine, Belarus, Estonia De facto currency: Russia, Romania, Portugal, Macedonia, MENA (UAE, KSA, Egypt, Syria, Lebanon, Jordan, Oman, Qatar, Iraq, Kuwait, Morocco) Start-up: Gemius as the currency in online audience measurement
  4. 4. Deduplicated Cross-Media Reach: What is it & Why bother ?
  5. 5. 5 1mio surfers on one PC-site + 0.4mio on same Tablet-site ≠1.4mio Total Reach Deduplicated Cross-Platform Reach DUPLICATION
  6. 6. 6 Deduplicated Cross-Platform Reach 2mio viewers on TV-Channel + 0.8mio on same TV-streams ≠2.8mio in Total DUPLICATION
  7. 7. 7 If we can deduplicate, business-wise it will: • Increase Total Inventory of a Single Content • larger inventory for Publishers, better Integrated Marketing Solutions to Advertisers • Be applied at • program-level // ad-level • platform-level (PC, SmartTV, Tablet, etc.) • media-level (TV, Internet, Print, Radio, etc.) • Help Optimize CPT/CPM Prices
  8. 8. Without Further Ado Working Example
  9. 9. 9
  10. 10. 10 Hybrid Methodology SITE CENTRIC DATA www apps USER-CENTRIC DATA stream Cookie Panel Software Panel Fusion Panel + POPULATION DATA Establishment Survey DATA PROCESSING RESULTS Real Users Reach Soc-Demo Page views Time Visits The declarative and real activity information is fused The user-centric data is re-scaled to the establishment study, so that it is representative to the general population characteristics Several verification steps, including filtering out abusive events and data quality tests are applied
  11. 11. 11 Hybrid Methodology SITE CENTRIC DATA www apps USER-CENTRIC DATA stream Cookie Panel Software Panel Fusion Panel + POPULATION DATA Establishment Survey DATA PROCESSING RESULTS Real Users Reach Soc-Demo Page views Time Visits The declarative and real activity information is fused The user-centric data is re-scaled to the establishment study, so that it is representative to the general population characteristics Several verification steps, including filtering out abusive events and data quality tests are applied
  12. 12. 12 Hybrid Methodology SITE CENTRIC DATA www apps USER-CENTRIC DATA stream Cookie Panel Software Panel Fusion Panel + POPULATION DATA Establishment Survey DATA PROCESSING RESULTS Real Users Reach Soc-Demo Page views Time Visits The declarative and real activity information is fused The user-centric data is re-scaled to the establishment study, so that it is representative to the general population characteristics Several verification steps, including filtering out abusive events and data quality tests are applied
  13. 13. 13 Total Reach is Official Currency in Denmark from Q1 2015
  14. 14. 14
  15. 15. 15 Reach Website Previous Set-up – Reach of Top Websites
  16. 16. 16 Reach Website New Set-up – Reach of Top Websites
  17. 17. 17 Reach Website New Set-up – Additional Inventory Incremental Reach
  18. 18. It is no longer enough for publishers to tell audience data on individual single platforms only, but more and more important to tell deduplicated total reach and audience composition for the given piece of content
  19. 19. So, back to Methodology – How is it done?
  20. 20. 20 Behavioral Panel Synthesis™ (BPS™) – Overview + Weighting
  21. 21. 21 Behavioral Panel Synthesis™ (BPS™) – Overview + Weighting
  22. 22. 22 Behavioral Panel Synthesis™ (BPS™) – Overview Behavioural Panel Synthesis: 1. Metrical clustering 2. Logistic regression distance 3. Nearest neighbour merging PC Mobile Tablet 1 2 BPS™ (X) Calibration Panel 2 3 Total
  23. 23. 23 Behavioral Panel Synthesis™ (BPS™) – Overview Behavioural Panel Synthesis: 1. Metrical clustering 2. Logistic regression distance 3. Nearest neighbour merging PC Mobile Tablet 1 2 BPS™ (X) Calibration Panel 2 3 Total
  24. 24. 24 Behavioral Panel Synthesis™ (BPS™) – Overview Behavioural Panel Synthesis: 1. Metrical clustering 2. Logistic regression distance 3. Nearest neighbour merging PC Mobile Tablet 1 2 BPS™ (X) Calibration Panel 2 3 Total
  25. 25. How About Full Cross-Media: Internet, TV, etc.?
  26. 26. 26 Internet 1. Segmentation of the traffic 2. Single platform study 3. BPS* *BPS= Behavioural Panel Synthesis
  27. 27. 27 Internet 1. Segmentation of the traffic 2. Single platform study 3. BPS* *BPS= Behavioural Panel Synthesis
  28. 28. 28 Similar Methodology Applicable to Internet+TV Integrating and deduplicating TV and internet data. Proof of Concept Project running – Test Results to Come
  29. 29. 29 Further Steps Forward to Full Cross-Media Model Applicable to Radio, Print, etc… + RADIO + PRINT ….
  30. 30. … so get yourself ready for Cross-Media Measurement…
  31. 31. Thank you! Gemius SA 18 B Postępu Street 02-676 Warsaw Attila Weisz Business Development Director Audience Research Solutions Phone: +48 691 100 895 E-mail: attila.weisz@gemius.com www.gemius.com

×