Implementation of video and audio stream measurement in Poland EMRO conference

1. Bucharest, June 1-4 2013
Implementation of video and audio
stream measurement in Poland
EMRO conference

2. Polish Internet Research sp o.o. (PBI),
was founded by leading publishers in
Poland, in order to develop a standard
internet research in Poland. PBI is
owned by companies, who own the
largest domestic websites such as:
Agora S.A., Onet.pl S.A., Interia.
pl. Sp. z o.o., Wirtualna Polska S.A.,
GG Network S.A., Murator S.A.,
Polskapresse Sp. z o.o., Ringier
Axel Springer Poland Sp. z o.o.,
and Redefine Sp. z o.o.
PBI promotes trustworthy and reliable
study of the Polish Internet as an
essential tool for on-line advertisers.
PBI's mission is to contribute to the
development of Polish Internet as
a medium audited and, therefore,
credible to advertisers, advertising
agencies, investors, and all those
companies whose activities are
associated with the Internet.
Polish Internet Research Sp. z o.o (pbi)
PANTONE CMYK

3. Internet market in Poland
– Basic Facts

4. Poland is one of the most important online markets in the CEE region
Internet market in Poland
Source: Gemius AUDIENCE. MEGAPANEL PBI/GEMIUS, DATA ACCORDING TO XII 2011
2,6
3,6
4,1
4,6
5,9
7,7
13,6
16,8
22,6
55
Number of Internet users aged 15 + [mln]
Russia
Turkey
Poland
Ukraine
Romania
Czech Republic
Hungary
Belarus
Bulgaria
Slovakia

5. Local website players have a strong position on the Polish internet market
Internet market in Poland
Source: MEGAPANEL PBI/GEMIUS, DATA ACCORDING TO III 2012
Ranking of groups of websites and websites
ungrouped [TOP20]
LNumber of Real Users Reach (%)
1 GROUP GOOGLE 17,27 MLN 86%
2 FACEBOOK.COM 13,78 MLN 69%
3 YOUTUBE.COM 13,45 MLN 67%
4 GROUP ONET.PL 13,44 MLN 67%
5 GROUP WIRTUALNA POLSKA -ORANGE 12,16 MLN 61%
6 GROUP GAZETA.PL 12,10 MLN 60%
7 GROUP INTERIA.PL 11,67 MLN 58%
8 GROUP ALLEGRO.PL 11,35 MLN 57%
9 GROUP WIKIPEDIA 9,81 MLN 49%
10 GROUP O2.PL 9,12 MLN 45%
11 GROUP GG NETWORK 8,38 MLN 42%
12 GROUP NK.PL 8,05 MLN 40%
13 GROUP RINGIER AXEL SPRINGER 6,46 MLN 32%
14 GROUP POLSKAPRESSE 6,19 MLN 31%
15 GROUP MURATOR 6,04 MLN 30%
16 GRUPA MICROSOFT 5,45 MLN 27%
17 GRUPA NEXT INFOR 4,94 MLN 25%
18 GRUPA MONEY.PL 4,87 MLN 24%
19 GRUPA TVN 4,84 MLN 24%
20 DOBREPROGRAMY.PL 4,38 MLN 22%

6. The value of advertising market in 2012 exceeded
2,2 billion Polish Zloty [~0,5 bn EUR]
Internet market in Poland
Source: IAB POLAND/ PWC adex 2012’fy
The amount of advertising spendings on online advertising in Poland
[EUR bn gross value]
0,18
0,29
0,33
0,38
0,48
2007 2008 2009 2010 2011
0,52
2012
+64% +13% +15% +26% +10%
spendings [w EUR bn]

7. Spending on online advertising in Poland and Europe
Internet market in Poland
Source: IAB POLAND/ PWC adex 2012’fy
The amount of advertising spending on online advertising in 2012
[EUR bn gross value]
6,6
4,6
2,8
1,5 1,4 1,2
0,9 0,8 0,6 0,6 0,5
Great Britain Germany France Russia Italy Netherlands Spain Sweden Norway Denmark Poland
spendings [w EUR bn]

8. Video content is very popular in Polish internet.
Within a month 3/4 of Internet users visit video websites.
Internet market in Poland
Source: megapanel pbi/gemius, xii 2005 – xii 2012
The number of visitors and visitors reach of video category in 2005-2013
visitors reach (%)
numer of visitors (mln)
1,4
6,5
7,8
8,9
12,1
14,0
15,0 14,6
2005 2006 2007 2008 2009 2010 2011 2012
49%
55% 57%
70%
76% 76%
15%
79%

9. Video content
YouTube is the most popular video
website in Poland. It is used by two
thirds of Internet users (13.45 million).
Polish websites are much less popular
- Wrzuta attracts 2.5 million visitors,
whileToSieWytnie.pl 1.3 million.
However polish video websites strength
is the wide content variation: user
generated content, licensed content,
live broadcasts, motion picture films,
television productions, material
filmed especially for the Internet.
Internet market in Poland
Source: megapanel pbi/gemius iii 2013
Website
Real users
– III 2013
1 YouTube.com 13 448 996
2 Ipla (aplikacja + ipla.tv) 3 204 316
3 VOD.pl 2 805 921
4 WP.tv 2 561 018
5 Wrzuta.pl 2 546 222
6 zalukaj.tv 1 776 439
7 tvnplayer.pl 1 370 255
8 tosiewytnie.pl 1 341 531
9 dailymotion.com 1 051 239
10 ekino.tv 1 038 057

10. Most popular audio websites
Internet market in Poland
Source: megapanel pbi/gemius iii 2013
Website
Real users
– III 2013
1 Eska.pl 1 732 590
2 PolskieRadio.pl 1 290 121
3 tokfm.pl 680 901
4 rmf.fm 643 688
5 rmfon.pl 623 414
All radio broadcasters have not only
their websites, but also share live
stream broadcasts and podcasts.
The most popular websites of radio stations
are: Eska (reach 8,6%), Polskie Radio ( all the
stations of the Polish Radio transmit on the same
site – 3,1% reach) andTokFM (reach 3,4%).

11. Megapanel PBI/Gemius –
standard for online audience
measurement

12. MEGAPANEL PBI/GEMIUS - Basic Information
Principal: Polish Internet Research Ltd.
Implementation: Gemius S.A.
Objective:The aim of the study is to find
out the number and demographic profile
of Internet users, and the way they use the
websites and applications.
The study is used to compare popularity of
sites and applications, and estimate their
advertising potential with the help of well-
defined indicators.
Form of study: panel of Internet users,
with a structure that reflects the population
of Polish Internet users
Number of respondents: about
10,000 panelists.
Methodology: measuring real-time ac-
tivity via a specially installed on the user's
computer application. Audit site-centric
(optional).
Number of sites and applications under
study: about 7000
The frequency of data reporting: once a
month (plus 7-day data)
Forms of access to the results: the appli-
cation with the full results of the Megapanel
and dedicated reports
Use of data: buying and planning media,
market and competition analysis

13. MEGAPANEL PBI/GEMIUS
As part of the Megapanel, PBI currently meas-
ures visiting the websites presenting video
content, as well as pages owned by radio sta-
tions, presenting such indicators as: number
of visitors, page views, time spent on the sites
or website socio-demographic profile.
But this is still only measurement of vis-
iting websites, not measurement of broad-
casting streaming video / audio on these
sites. We know e.g. how many people visited
a site, but we can not measure what kind of
activities were carried out on these pages.
We do not know how much time on the site
was spent on reading content, and how much
on listening to the audio or watching the
video.
The market also expected that our data will
be comparable to telemetry, and provide data
to compare the use of video on the web with
television watching.

14. Measurement of the use of audio
and video content online

15. MEASUREMENT OF streaming CONTENTS
1. Establishment
Working Team for the
stream measurement
2. Wording expectations for
measurement by the Working Group
3. Press releases in the media about
the contest offers, direct invitations
to selected research companies
to participate in the contest
4. Submission of tenders with the
valuation by the research companies
5. Meetings with companies
that have reported participa-
tion, evaluation of tenders
6. Supplier selection, negotiation
and signing of the contract
7. Communicated to the market
choosing the provider,
announcement rules integration
into the measuring stream
8. Implementation
of the measurement
Contest offers - supplier selection procedure

16. MEASUREMENT OF streaming CONTENTS
› In November 2011, the Working Group
was established
› The team included representatives
of PBI and the shareholders of the
company.
› Works of team coordinated the
President of PBI
› The team's objective was to create a
document with the assumptions and
expectations of the methodological
and technical details of stream
measurement
› The team held several working
meetings, and on December 8
team submitted a final document
describing measurement’s needs in
three areas: the purpose and object of
measurement, the reported indicators,
way of reporting measurement
results.
1. Establishment Working Team
for the stream

17. MEASUREMENT OF streaming CONTENTS
› The implemented solution should
allow the measure of any video / audio
stream player
› The measurement should be carried
out on the client side (the player) and
not the server, which is we expect the
actual measurement of user behavior
› The method should measure all
activities on the player, including also
all the activities, which are key to
watch the stream, e.g., stop, pause,
rewind
› The basis for measuring is the stream,
which should be defined by the
number of attributes, such as thematic
category, user ID, place of emission,
exact date and time of playback,
model of broadcasting vod / live (it was
defined 13 attributes)
› The process of categorization should
be done at the level of multimedia
content (not on the level of service
/ website). Categorization should be
common to all of the entities
2. Wording expectations for measurement
by the Working Team

18. MEASUREMENT OF streaming CONTENTS
› The measurement should enable
reporting player users' demographic
profile, as well as a number of
indicators of content such as the
number of vistitors watching or
listening to the stream material,
the number of views of materials,
the average time per user (including
defined 10 indicators)
› Key indicators should be presented
along with the current indicators and
the results of Megapanel research,
using gemiusExplorer application.
› Moreover, the potential supplier
should present the idea of ​​linking
results of stream measurement with
web and application measurement in
the present study Megapanel.
2. Wording expectations for measurement
by the Working Group – cont.

19. › December 14, 2011, the PBI announced
a competitive bid for measuring stream
in Poland.
› Besides the information in the media,
the invitation was sent directly to the
research companies: comScore, Gemius,
Nielsen and Spring.
› Time limit for receipt of tenders
was scheduled, on the basis of a
methodology for the StreamTeam, for
January 10, 2012.
› At the request of the tenderers deadline
was extended to January 25 2012
MEASUREMENT OF streaming CONTENTS
3. Announcement in the media about
the contest offers. Direct invitations to selected
research companies to participate contest

20. MEASUREMENT OF streaming CONTENTS
› The Working Group after analyzing the
proposals decided to invite bidders for additional
meetings to accurately discuss the proposed
methodological and technical solutions.
› The meetings were held
in February 2012.
› Then, the Working Group has assessed each of
the proposals on the eight dimensions: support,
compliance with technical requirements, available
indicators, reporting demographics, content
categorization, reporting and analytical tools,
form of the distribution of results, the cost of
implementation.
4. Submission of tenders
with the valuation by the
research companies
5. Meetings with companies that
have reported participation,
evaluation of proposals
› Proposals for stream
measurement were submitted
by 3 research companies:
Gemius, Nielsen and Spring.
comScore has declared
interest of measuring the
Polish market online, but
only when the measurement
will cover the entire market,
such as the use of the sites
/ applications, and mobile
measurement.

21. MEASUREMENT OF streaming CONTENTS
Tab. Summary of suppliers’ tenders (part of table)
CRITERIA
WEIGHTED RATINGS 0-100 pkt
1st Company 2nd Company 3rd Company
COMPLIANCEWITHTHETECHNICAL REQUIREMENTS (TECHNICALSPECIFICATIONS) 12,4 12,7 10,9
base the measurement on the stream 3,0 3,0 2,9
measurement carried out on the client side (the player) 3,4 3,5 2,7
players covered by measurement 3,0 2,7 2,5
measurement of key actions on the player 3,0 3,5 2,8
INDICATORS 14,2 15,4 14,0
basic indicators of stream consumption 6,5 6,7 6,4
enhanced rates of stream consumption 4,2 4,7 4,0
possibility of extending the measurement of stream consumption 3,6 2,5 2,6
DEMOGRAPHY 14,8 11,0 9,5
test methodology of viewers demography 6,4 4,7 3,4
available demography indicators 4,8 3,8 3,5
possibility of extending the measure of demographics 3,6 2,5 2,6
CONTENT CATEGORIZATION 11,4 11,2 9,7
public categorization - range 3,2 3,4 2,4
public categorization - setting mode 2,6 2,8 2,5
public categorization - modeandtheabilityto make changes 2,5 2,0 1,9
private categorization 3,1 3,0 2,9
REPORTING AND ANALYSIS TOOL 9,9 12,7 7,7

22. MEASUREMENT OF streaming CONTENTS
5. Meetings with companies that have reported
participation, evaluation of proposals cont.
› Each of the evaluated dimensions
additionally was divided into
components (e.g. compliance with
the technical requirements: base
the measurement on the stream,
measurement carried out on the client
side (the player), players covered by
measurement, measurement of key
actions on the player).
› Furthermore, each component has
its own weight (in the range of 0 to
100%).
› Each member of the Working Group
(8 people) made ​​an independent
assessment of each proposal within all
31 components.
› As regards technical and
methodological solutions, the highest
rated proposal obtained the mark
which was higher than another with
only two points (81 vs. 79 points.)
› The beginning of April 2012, the
Working Group submitted to the
President of PBI report concerning
works of the group.The report included
evaluation of received proposals and
recommendation on the selection of
research company.

23. MEASUREMENT OF streaming CONTENTS
› For further negotiations, based on the
Working Group recommendations, it was
selected Gemius.
› The next eight months it took the final
clarifying the methodology and the
technical side of measurement (e.g.,
scripting, data collection, combining
data with the results Megapanel at the
presentation layer), and the setting of
business principles and contract provisions.
7. Communicated to the market
choosing the provider,
announcement rules integration
into the measuring stream
6. Supplier selection,
negotiation and signing
of the contract
› January 21st 2013 PBI and Gemius
in a joint press release announced
about concluding an agreement on
the implementation of the stream
measurement in Poland.
› At the same time it was announced
branch consultation about proposed
method of categorizing materials.

24. type category subcategory
AUDIO
radio
editorial podcast
news service
business, finance, law
politics
sport
humour
music
culture and art
technologies
society
history
recipes
science and education
automotive
baby kids
health and beauty
religion
travel
other
podcast user
generated content
other
MEASUREMENT OF streaming CONTENTS
7. Communicated to the market choosing the provider, announcement
rules integration into the measuring stream cont.
› 30 January 2013, were held consultations with
video/audio publishers and broadcasters. Their
aim was to:
– providing technical and methodological
assumptions of the study,
– determination the way of thematic
categorization of stream material and the way
they are presented in the media tree.
› As a result of consultations there were
accepted two different ways of thematic
categorization of audio and video materials.
› It was also assumed a three-stage, a
hierarchical structure of the media tree:
publisher player, brand, thematic categories.

25. type category subcategory
AUDIO
film
comedy
drama / moral
horror
action
document
family
fantasy / sci-fi
other
series
online series
comedy
moral
horror
action
document
paradocument
family
fantasy / sci-fi
reality
other
information and
publicism
information
publicism
business, finance, law
weather
other
sport winter sports
football
volleyball
basketball
MEASUREMENT OF streaming CONTENTS
7. Communicated to the market choosing the provider, announcement
rules integration into the measuring stream cont. cd.
› For video was adopted 10 thematic
categories:
– movies
– series
– information and journalism
– sport
– leisure and culture
– lifestyle / hints / manuals
– children
– user generated content
– erotic
– other
For both video and audio, the material can be
classified to a single category / subcategory only.

26. MEASUREMENT OF streaming CONTENTS
› Since March 2013, the first publishers
began implementing measurement
scripts.
› The first test file, integrated with the
Megapanel study, will include result for
May 2013.
› The commercial launch of the study
and the regular publication of results
on the market will take place in the
third quarter of 2013. To audit has
already joined: Agora, Wirtualna
Polska, Onet.pl, GG Network,
Redefine, Gryonline.pl.
› Negotiations are underway with the
next 8 publishers.
8. Implementation
of the measurement

27. Polskie Badania Internetu Sp. z o.o.
Polish Internet Research LLC
al. Jerozolimskie 65/79, lok. 3.175
00 - 697 Warszawa
tel. (022) 630 72 68, fax (022) 630 72 67
E-mail contact:
biuro@pbi.org.pl
For more information:
www.pbi.org.pl