"Measuring Cross-media Reach of Content"

1. 2015
The year of Cross-Media
Measurement: New Horizons
Interact 2015, 20th May
www.gemius.com

2. Let’s Meet

3. 3
Poland, Slovakia, Czech Republic,
Hungary, Slovenia, Turkey, Denmark,
Moldova, Belgium, Luxembourg
JIC Standard:
Lithuania, Latvia, Bulgaria,
Bosnia, Croatia, Serbia, Ukraine,
Belarus, Estonia
De facto currency:
Russia, Romania,
Portugal, Macedonia,
MENA (UAE, KSA, Egypt, Syria,
Lebanon, Jordan, Oman, Qatar,
Iraq, Kuwait, Morocco)
Start-up:
Gemius as the currency in online audience measurement

4. Deduplicated Cross-Media Reach:
What is it & Why bother ?

5. 5
1mio surfers on one PC-site
+ 0.4mio on same Tablet-site
≠1.4mio Total Reach
Deduplicated Cross-Platform Reach
DUPLICATION

6. 6
Deduplicated Cross-Platform Reach
2mio viewers on TV-Channel
+ 0.8mio on same TV-streams
≠2.8mio in Total
DUPLICATION

7. 7
If we can deduplicate, business-wise it will:
• Increase Total Inventory of a Single Content
• larger inventory for Publishers, better Integrated
Marketing Solutions to Advertisers
• Be applied at
• program-level // ad-level
• platform-level (PC, SmartTV, Tablet, etc.)
• media-level (TV, Internet, Print, Radio, etc.)
• Help Optimize CPT/CPM Prices

8. Without Further Ado
Working Example

9. 9

10. 10
Hybrid Methodology
SITE CENTRIC DATA
www apps
USER-CENTRIC DATA
stream
Cookie
Panel
Software
Panel
Fusion
Panel
+
POPULATION DATA
Establishment
Survey
DATA PROCESSING RESULTS
Real
Users
Reach
Soc-Demo
Page
views
Time
Visits
The declarative and real
activity information is fused
The user-centric data is
re-scaled to the establishment
study, so that it is
representative to the general
population characteristics
Several verification steps,
including filtering out abusive
events and data quality tests
are applied

11. 11
Hybrid Methodology
SITE CENTRIC DATA
www apps
USER-CENTRIC DATA
stream
Cookie
Panel
Software
Panel
Fusion
Panel
+
POPULATION DATA
Establishment
Survey
DATA PROCESSING RESULTS
Real
Users
Reach
Soc-Demo
Page
views
Time
Visits
The declarative and real
activity information is fused
The user-centric data is
re-scaled to the establishment
study, so that it is
representative to the general
population characteristics
Several verification steps,
including filtering out abusive
events and data quality tests
are applied

12. 12
Hybrid Methodology
SITE CENTRIC DATA
www apps
USER-CENTRIC DATA
stream
Cookie
Panel
Software
Panel
Fusion
Panel
+
POPULATION DATA
Establishment
Survey
DATA PROCESSING RESULTS
Real
Users
Reach
Soc-Demo
Page
views
Time
Visits
The declarative and real
activity information is fused
The user-centric data is
re-scaled to the establishment
study, so that it is
representative to the general
population characteristics
Several verification steps,
including filtering out abusive
events and data quality tests
are applied

13. 13
Total Reach is
Official Currency in
Denmark from Q1
2015

14. 14

15. 15
Reach
Website
Previous Set-up – Reach of Top Websites

16. 16
Reach
Website
New Set-up – Reach of Top Websites

17. 17
Reach
Website
New Set-up – Additional Inventory
Incremental Reach

18. It is no longer enough for
publishers to tell audience
data on individual single
platforms only, but more
and more important to tell
deduplicated total reach
and audience composition
for the given piece of
content

19. So, back to Methodology
– How is it done?

20. 20
Behavioral Panel Synthesis™ (BPS™) – Overview
+ Weighting

21. 21
Behavioral Panel Synthesis™ (BPS™) – Overview
+ Weighting

22. 22
Behavioral Panel Synthesis™ (BPS™) – Overview
Behavioural Panel Synthesis:
1. Metrical clustering
2. Logistic regression distance
3. Nearest neighbour merging
PC
Mobile
Tablet
1 2
BPS™
(X)
Calibration Panel
2
3 Total

23. 23
Behavioral Panel Synthesis™ (BPS™) – Overview
Behavioural Panel Synthesis:
1. Metrical clustering
2. Logistic regression distance
3. Nearest neighbour merging
PC
Mobile
Tablet
1 2
BPS™
(X)
Calibration Panel
2
3 Total

24. 24
Behavioral Panel Synthesis™ (BPS™) – Overview
Behavioural Panel Synthesis:
1. Metrical clustering
2. Logistic regression distance
3. Nearest neighbour merging
PC
Mobile
Tablet
1 2
BPS™
(X)
Calibration Panel
2
3 Total

25. How About Full Cross-Media:
Internet, TV, etc.?

26. 26
Internet
1. Segmentation of
the traffic
2. Single platform study 3. BPS*
*BPS= Behavioural Panel Synthesis

27. 27
Internet
1. Segmentation of
the traffic
2. Single platform study 3. BPS*
*BPS= Behavioural Panel Synthesis

28. 28
Similar Methodology Applicable to Internet+TV
Integrating and deduplicating TV and internet data.
Proof of Concept Project running – Test Results to Come

29. 29
Further Steps Forward to Full Cross-Media
Model Applicable to Radio, Print, etc…
+ RADIO
+ PRINT
….

30. … so get yourself
ready for
Cross-Media
Measurement…

31. Thank you!
Gemius SA
18 B Postępu Street
02-676 Warsaw
Attila Weisz
Business Development Director
Audience Research Solutions
Phone: +48 691 100 895
E-mail: attila.weisz@gemius.com
www.gemius.com