bati online audience study presentation
TRANSCRIPT
STUDIUL DE MĂSURARE A TRAFICULUI ȘI AUDIENȚEI PE INTERNET/ gemiusAudience
BIROUL DE AUDIT AL TIRAJELOR SI INTERNETULUIwww.bati.md
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
the online audience study in Moldova
# SMTAI #gemiusAudience
Organization of the studyBATI
Participating websites35 websites (28 local, 7 international)
Participating advertising agencies5 agencies (4 global brands)
Supplier of technical solutionGemius
?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)
?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
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)
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!
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
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
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
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
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
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
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
key benefits
# SMTAI #gemiusAudience
Learn the socio-demographic profile of your audience
Find out with whom you have the biggest audience duplicationand 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
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
example 2
# SMTAI #gemiusAudience
:Top sites for target group 15 – 25y.o., women, place – Chisinau, medium income, highereducation, 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
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.mdLowest duplication ok.ru on unimedia.md
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
# SMTAI #gemiusAudience
Thank You