bati online audience study presentation

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


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


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


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!


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?


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


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


• 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


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



• 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



• :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



• :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



Data Integration• Recalculation of cookies into customers• Data filtering & processing

• Study rules & Procedures • Data filtering• Real User algorithm & Panels calibration• Media trees

key benefits


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


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


: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


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


Cross metric analysis

:Audience composition split by gender for broad target age 20 – 45 and :narrow target age 20 – +45 education medium – high


Thank You