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STUDIUL DE MĂSURARE
A TRAFICULUI ȘI
AUDIENȚEI
PE INTERNET
/ gemiusAudience
BIROUL DE AUDIT AL TIRAJELOR SI INTERNETULUI
ww...
about BATI’s
online audience study
State-of-the-art measurement of Internet
audiences that enables:
o Measurement of Inter...
the online audience study
in Moldova
# SMTAI #gemiusAudience
Organization of the study
BATI
Participating websites
35 webs...
?what do we measure
# SMTAI #gemiusAudience
Websites & Apps
All divided into platforms
| | |Desktop PC Smart TVs Smart pho...
?what do we measure
# SMTAI #gemiusAudience
Socio-demographical
profiles of users
| |Gender Age Education
Income Employment...
Real Users, not cookies!
# SMTAI #gemiusAudience
Thanks to BrowserID solution, the study estimates the number of
real peop...
what can you learn
from our data?
# SMTAI #gemiusAudience
What websites are
most often visited in
?Moldova
What is the tot...
reporting of the results
# SMTAI #gemiusAudience
Audited
Sites
Demography
Time
periods
Wide range
of metrics
• Quarterly d...
reporting of the results
# SMTAI #gemiusAudience
• Daily data set about the websites traffic (visits, users, cookies, page ...
methodology
# SMTAI #gemiusAudience
Hybrid approach to internet measurement
Site-centric audit
• Hard data about ALL traffi...
methodology
# SMTAI #gemiusAudience
Hybrid approach to internet measurement
• Real data on people behaviour (not declarati...
methodology
# SMTAI #gemiusAudience
Hybrid approach to internet measurement
• :Recruited online. Demographical representat...
methodology
# SMTAI #gemiusAudience
Hybrid approach to internet measurement
• :Offline study about Internet population
• Nu...
methodology
# SMTAI #gemiusAudience
Hybrid approach to internet measurement
Data Integration
• Recalculation of cookies in...
key benefits
# SMTAI #gemiusAudience
Learn the socio-demographic
profile of your audience
Find out with whom you have
the bi...
example 1
# SMTAI #gemiusAudience
Ranking for sites
o %Top sites, ranking by Reach internet ( of all internet population r...
example 2
# SMTAI #gemiusAudience
:Top sites for target group 15 – 25y.o., women, place – Chisinau, medium income, higher
...
example 3
# SMTAI #gemiusAudience
Duplication analysis between websites
Absolute number of people
% of sputnik.md users th...
example 4
# SMTAI #gemiusAudience
Cross metric analysis
:Audience composition split by gender for broad target age 20 – 45...
# SMTAI #gemiusAudience
Thank You
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Bati online audience study presentation

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Bati online audience study presentation

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Bati online audience study presentation

  1. 1. STUDIUL DE MĂSURARE A TRAFICULUI ȘI AUDIENȚEI PE INTERNET / gemiusAudience BIROUL DE AUDIT AL TIRAJELOR SI INTERNETULUI www.bati.md
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 20. # SMTAI #gemiusAudience Thank You

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