Contents: web measurement, audience measurement, effective media planning, profiling your audience

1. 1
”TELL ME MORE, TELL ME MORE...”

2. Tell me more, tell me more...
e!Performance seminar - Tallinn, November 5th 2008

3. Contents
• Intro
• A short overview
• Web measurement
• Audience measurement
• Effective media planning
• Profiling your audience
• Questions
3

4. Gemius
European research & technology company
20 countries
(entire CEE region + RU, IL, AT, UK, NO, DK)
350 employees with HQ in Warsaw
4
Provide official market statistics in 7 countries
and unofficial in many 6-8 countries

5. My self…
Regional Managing Director, Northern Europe
In Gemius since June 2007
Over 10 years experience in online sales- and marketing
and online business in general working in different online
5
companies across western Europe

6. A short overview
Focus on the CEE region

7. Online business – How far are we?
It has been predicted many times, but now it clearly show
- Internet is the future media channel!
Internet is becoming one of the largest media channels
and are now competing with either TV or print
E.g.: in DK it is exceeding TV this year (2008)
7
In many highly developed online markets it is the 2nd
largest media channel measured in ad spend
E.g. in DK it is 20% of total ad spend

8. Internet penetration (2008)
CEE region
66%
0
% 57%
27%
48%
45%
55%
16% 8
38%
68%
39%
40%
44%
39% Sources of data:
Hungary, Poland, Bulgaria, Lithuania, Slovakia,
100 Estonia, Ukraine – Gemius (Audience study), Croatia – ITU,
Romania – Gemius’ calculations based on Cifre.net data,
% Latvia – CSB, Slovenia – MOSS,
Russia – Gemius’ calculation based on FOM

9. Online ad spends [2008]
Ad spend in average per internet user in the CEE region and Denmark
115
EUR
9
21 24
15 16 EUR EUR
11 EUR
EUR
2 2 4 4 EUR
EUR EUR EUR EUR
RO UA LT BG SK RU PL HU CZ DK
Source of data:
Gemius’ calculations based on Audience study and: AdMonitoring – SPIR / Mediaresearch [CZ],
TNS Gallup [LT], Media Fact Book – Initiative [RO], Ukrainian Advertisement Coalition [UA],
MindShare [RU], ZenithOptimedia [PL], AIM [SK], local experts’ estimations [BG, HU] and FDIM (DK)

10. Search engines
Neti.ee vs. Google in Google in selected
Estonia April 2008 countries change
70%
2007 2008 (p.p.)
Latvia 90% 97% 7%
60% Poland 84% 92% 8%
50% Slovakia 88% 93% 5%
Slovenia 67% 79% 12%
40%
Ukraine 54% 61% 7%
30%
1
20% 0
10%
0%
neti.ee google.com 26.12.2006-06.10.2008, weekly data.
Source of data: gemius/Traffic
NOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic.
Then an average from the percentage of visits is calculated for every search engine.

11. Financial crisis
“When the wind of changes is blowing, you can
choose to either build wind shields or wind mills”
- Chinese saying
During a financial crisis marketing budgets are cut down,
but also re-allocated
The years after 9/11 showed that while trad. media ad 1
1
spend decreased with 25% - online increased with 27%
-Source: OMD
-Advertisers focus more on documented effect of their ad
spend during the time of crisis – and internet is the
perfect medium

12. All doors are open
Everything is possible
• Increase awareness (drive traffic)
• Generate leads
• Drive sales
• Build brands
Internet is the only medium that are able to 1
include all other media and create a unique 2
environment

13. Web usage measurement
Focusing on site-centric data

14. How to navigate in the ever changing online world?
Create a detailed picture of what’s going on on your web
site, mobile platform, online campaign, emails, etc.
Use this knowledge to optimize your traffic and identify
the most effective touch points for influencing the user or
your audience
1
4
Using the collected data from your site-centric system in
a correct way, you are able to LEAD the consumer and
will not always have to follow the consumer

15. Web measurement - Focus on usage
Measuring your audience’ usage of your media is crucial
E.g.:
• Which keywords did they use?
• Which ads did they see?
• Which ads did they click on?
• What was the drop-out rate for my purchase funnel?
• How many Unique Cookies did I have? (does this 1
tell me how many people visited my site?) 5
And many other informative parameters to use in the
optimization of your online business and the user
experience

16. Example of a site-centric system
gemiusTraffic
Measure +150.000.000.000 page views globally
•Visitors (cookies)
(first time and returning)
•Page views
(duration)
•Visits
(duration, length, scope, paths, profiles)
1
•Geographic reports 6
(continents, countries, regions and cities)
•Referrers
(referring pages, search engines, directories)
•Information about systems and browsers
•Customised access levels

17. Statistics
Extraordinary Depth Useful statistics
of Data
Provides “basic”
statistics, including:
• Visitors (cookies)
• Visits & Visit Details
• Page views
• Time Spent on Site
1
Goes deeper to analyze: 7
• Search engines &
keyword performance
• Referrer performance
• User Geo-location
• User Technical
Configuration

18. BUT IS IT REALLY
ENOUGH? 1
8
source: gemiusAdHoc

19. Profile your audience
It is not enough to know what they do and where they do
it.
You need to know WHO they are!
E.g..
How are men, 25-35 using my site 1
compared to women, 25-35? 9
Where do I find my target group and
how well did it respond to an online
campaign?

20. WHY?
Provide better results and post-campaign analysis to your
advertisers (Campaign effect)
Better results + better documentation = higher prices and
bigger budgets
Knowing your audience you will be able to develop and
improve your service 2
0
Gives a better positioning of the internet as being a
medium more comparable with other media
(using: Reach, Affinity, Duplication, etc.)

21. Audience measurement
gemiusAudience

22. What does an audience measurement provide?
Website audience size
• How many people (Real-Users)?
Socio-demographic profile
• User profile (gender, age, income, education, etc.)
Usage intensity 2
2
• Site-centric data per target group
(e.g. average time spent by men 25-45)
Constant data
• Show development and trends

23. Audience measurement – How?
gemiusTraffic
Site-centric (page views, time
measurement spent, visits, etc.)
Audience Data for
Omnibus measurement analysis and
mediaplanning
1000 interviews/ month 2
Demographic data 3
for weighting purpose
Panels (gender, age,
education, income level
Pop-up panel etc.)
(cookie tracking)

24. Flexibility
The Audience research can be applied to most digital
platforms:
Mobile surfing
(measure your mobile pages with the same standard as
your web pages)
2
WebTV 4
(combining audience data with data from streaming
measurement, you can create a clear profile of your
WebTVaudience)

25. Effective media planning
Reach your target group

26. Mediaplanning – Who do I THINK I reach?
With Audience data you can identify your target group for
mediaplannig or website development
Better targeting
possibilities
Increase
2
campaign 6
performance

27. Who DID I reach with my campaign?
Get a clear profile of who were actually exposed to your
campaign
Campaign
tracking data
across
websites
combined
with
2
7
Socio-
demographic
audience
data

28. Profiling your audience
Profile definition using audience and site-centric data

29. Socio-demographic profile of your website
POP-UP
QUESTIONNAIRE
Socio-demographic information of the user
2
9
You can identify the profile of any given website thanks to the
analysis of data coming from the Audience respondents

30. Site-centric is still basic
gemiusTraffic
Site-centric (page views, time
measurement spent, visits, etc.)
Audience Data for
Omnibus measurement analysis and
mediaplanning
1000 interviews/ month 3
Demographic data 0
for weighting purpose
Panels (gender, age,
education, income level
Pop-up panel etc.)
(cookie tracking)

31. Data analysis of your users’ profile
3
1

32. Summary
Web measurement Profiling your users
Provide a wide range of Socio-demographic data
data to be used for combined with web
optimization purposes measurement data
Deep knowledge about Detailed information per 3
2
users behavior target group
No knowledge of WHO they Allow you to do post-
are and how many people analysis of your online
campaign

33. Questions
Torsten Bruun, Gemius
torsten.bruun@gemius.com