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"Gemius solutions for media audience measuremtn", Emil Pawlowski, Chief Scientist Gemius

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

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"Gemius solutions for media audience measuremtn", Emil Pawlowski, Chief Scientist Gemius

  1. 1. GEMIUS SOLUTIONS FOR MEDIA AUDIENCE MEASUREMENT Kiev, September 18th, 2019
  2. 2. the survey was conducted 7 years ago…
  3. 3. DEDICATED TO CROSS-MEDIA BROADCASTERS & INDUSTRY COMMITTEES OUR SOLUTION THE METERS
  4. 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. 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. 6. SMARTPHONE HAS BECOME THE PERFECT METER TO MEASURE YOUNG ADULTS AND COMMERCIAL AGE GROUPS!
  7. 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. 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. 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. 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. 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. 12. #singlesource, May 2019 PLANNING DATA FOR CROSSMEDIA
  13. 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. 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. 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. 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. 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. 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. 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. 20. THANK YOU.

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