ipsos online audience measurement
TRANSCRIPT
Ipsos Gemius
Online Audience Measurement
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www.ipsos.com/mediact
www.gemius.com
Background Information
Ipsos Gemius is the standard in online audience measurement across
MENA. Introduced in 2010, Ipsos Gemius integrates offline research,
site-centric measurement, pop-up surveying and user-centric
measurement to provide media sellers, planners and buyers with
online media planning data.
The benefits of Ipsos Gemius
Ipsos Gemius provides advertisers with credible, transparent,
comparable data about their online advertising opportunities – just
as they receive from traditional media.
The research study makes it possible to:
identify web site usage patterns,
determine duplicated audience of web sites and other useful
planning metrics (e.g. affinity index, reach, etc.),
determine the composition of web sites socio-demographic
structure,
position the web site in comparison to their competitors.
By researching the usage of your web site and the socio-demographic
profile of your web site's audience you will be able to:
modify your web site content to better meet your audience's
needs,
determine how best to promote your web site,
deliver credible data on your audience and your site's reach
to advertisers.
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Ipsos Gemius results allow for direct evaluation of promotional or
brand awareness activities’ effects of a given online service. The
efficiency of activities can be measured e.g. when traffic, average
time spent per visitor on the given web site increase or when the
number of executed page views grows. Consequently, an analysis of
gemiusAudience results allow for optimization of marketing activities
of particular Internet services.
If you take part in the study, your web site's audience data will
directly reach online advertisers. Ipsos mediaCT works with all media
agencies, providing them with data for online media planning and
buying.
Research Methodology
Ipsos Gemius Online Audience Measurement is a state-of-the art
research that integrates offline research, site-centric measurement,
pop-up surveying and user-centric measurement.
The methodology integrates several research components to
generate media planning data:
gemiusTraffic – the site-centric measurement system
(collects usage & traffic data).
Pop up Surveys – pop-up surveys displayed to a random
sample of Internet users visiting participating web sites
(collects socio-demographic and/or product/lifestyle data).
Offline Structural Research – independent research,
conducted on a regular basis using offline methods (describes
the demographics of the Internet user population).
The site-centric data used by gemiusTraffic system collects
traffic/usage data for all Internet users who visit participating web
sites. Within this data, Ipsos Gemius also collects traffic/usage data
for those Internet users who a) visited participating web sites, and b)
filled out pop-up surveys (the “sample”).
These pop-up surveys are emitted randomly to a sample of Internet
users visiting participating web sites. The platform controls for
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frequency of emission, non-repeat emission and emission
distribution across time and audience. In order to estimate reach,
Gemius eliminates the bias introduced by cookie deletion. This is
done by isolating a sub-sample of Internet users who Gemius is
certain did not delete their cookies in the reporting period.
Once the sub-sample is isolated, the dataset is then behaviorally
weighted to the Internet user population, to ensure that the sample
is behaviorally representative (e.g. that the average Internet user in
the sample generates the same number of page views on average as
the average Internet user in the population. This process ensures
that traffic estimates in Ipsos Gemius are accurate and consistent
with site-centric tools.
The sample is then weighted demographically to ensure demographic
representativeness by applying structural weights from the offline
structural study.
The final result is media planning data based on a sample of
thousands of respondents, describing all participating web sites in
great detail.
The key difference between the pop-up panel approach and the
software approach lies in the web sites reported: the pop-up panel
can only report participating web sites. The software panel can
report all web sites (whether they choose to participate or not).
Deliverables
Ipsos Gemius will provide access to gemiusExplorer – dedicated
analytic software for audience analysis as well as access to
gemiusTraffic – online interface for site-centric data analysis.
gemiusExplorer is specially developed analysis software. This offline
(Windows) application provides users the ability to analyze web site’s
reach/frequency data for specific target groups as needed. It is
possible to export data to Microsoft Excel for outside analysis as well.
Media planning data is updated and published once a month and
reports data are available at a daily, weekly or monthly level.
Demo version of
Ipsos Gemius study
available at:
http://www.gemius.com/pl/res
earch_audience_demo
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Ipsos Gemius data includes the following indicators:
USAGE ANALYSIS / MEDIA PLANNING
REA
CH
/ F
REQ
UEN
CY
/
CO
MP
OSI
TIO
N
Reach among Total Internet Users
Audience Composition
Page View Composition
Visit Composition
Affinity Index
Average Visit Frequency (Real User)
Page View Frequency (Real User)
Page Views per Unique Visit
USA
GE Number of Visitors (Real Users)
Number of Unique Visits
Number of Page Views
SHA
RE
Audience Share (Real Users)
Visit Share
Page View Share
Surfing Time Share
Number of Surfing Sessions
Average Session Time per User
Combined (Duplicated) Audience
Audience Duplication
TIM
E
Total Visiting Time
Average Time per User (Real User)
Average Page View Duration
Average Visit Duration
It is also important to note that Ipsos Gemius can report usage and
demographic data for entire websites as well as groups of websites
and their sub-sections/sub-pages. This means that media planners
and media sellers can prepare media plans based on audience
measurement that matches publisher’s rate card structures.
All indicators in Ipsos Gemius can be filtered according to custom-
defined target groups.
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About Gemius – www.gemius.com
Gemius - an international research agency, the leader and forerunner in
the field of research of the internet and on the internet in Europe.
The Company offers professional research solutions, analytical and
advisory services, from site-centric and user-centric studies to
technologically advanced tools for studying internet user behaviour on
chosen websites (gemiusTraffic), internet user socio-demographic
profiles (gemiusProfile), the quality of WWW page usage
(gemiusUsability) and the effectiveness of internet advertising
campaigns (gemiusEffect). Gemius also conducts research related to
subjects submitted by customers (gemiusAdHoc).
Gemius sets the standard for online audience and internet application
measurement (gemiusAudience) in almost half of all European countries.
Gemius, established in Poland in 1999, is active in over 20 countries in
Europe and the Middle East.
About Ipsos Founded in Paris, France, in 1975, Ipsos is the only independent,
publicly-listed research company that is controlled and managed by
research professionals. Ipsos is a leading global research company
focusing on 6 specialized divisions: Advertising Research Specialist,
Social research and corporate reputation specialists, Customer and
employee satisfaction research specialists, Media Content and
Technology Research Specialists and Innovations and Brand Research
Specialists, Observer - each one providing specialized research solutions
to the clients. With offices in 67 countries, Ipsos conducts research in
more than 100 countries. Working both on a global scale and in local
markets, our expert teams give our clients the benefit of high value-
added business solutions including qualitative, forecasting, modeling,
market knowledge and consumer insights.
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Ipsos MENA Started in 1988 in Lebanon, today, Ipsos is one of the leading research
companies in the Middle East and North Africa (MENA) region, operating
in most of the major Arab countries with full fledged offices in 10
countries but having field set up and affiliate offices in the entire MENA
region
Ipsos MediaCT Ipsos MediaCT is the global leader in research‐based solutions that
connect media, content and technology. As the amount of digital
content explodes across multiple platforms, traditional media now
represent only one of many ways in which consumers can receive news,
sports, entertainment and information. Ipsos MediaCT brings together
expertise in: Media audience measurement (both traditional and digital),
content development & testing, customer acquisition & retention,
market sizing and segmentation, and forecasting & prediction.
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Ipsos Contacts Ipsos UAE and Oman Contacts:
Tarek Sheikhshabab – [email protected]
Joud Nawar – [email protected]
Ziad Issa – [email protected]
Al Thuraya Tower 1, 8th Floor, Dubai Media City
Postal: 71283, Dubai
Tel +971-4- 4408980 Fax +971-4-4408981/2
Ipsos Egypt Contacts:
Aiman El Kaissouni - [email protected]
35 A Saray Al Maadi Tower, 4th Floor, Cornish El Nile, Maadi
Postal: 1284 Maadi, Egypt
Tel +20 - 2 - 25286815 020 - 12 - 2488820/1 Fax +20 - 2 - 25286809
Ipsos Bahrain and Qatar Contacts:
Elie Nawar - [email protected]
Tel +974 440 10600
Ipsos KSA
Joseph El Helou - [email protected]
Yamamah Bldg., Tahlia Street, Jeddah 21332
Postal: 122200, Jeddah
Tel +966-2-6655284 Fax +966-2-6654781
Ipsos Lebanon, Syria Contacts:
Ziad Issa - [email protected]
Christian Saab – [email protected]
Riyad Khatib – [email protected]
Ipsos Bldg, Dekwaneh
Postal: 55103, Sin El Fil
Tel +961-1-494136 Fax +961-1-502643
Ipsos Jordan Contacts:
Mohammed Jarrar [email protected]
Tabba Group Commercial Complex- 4th Floor, Amman, Jordan
Postal: 11183, Amman
Tel: +962-6-5697193 Fax +962-6-5697196
Ipsos Kuwait Contacts:
Bilal AlMourad
Hawally, Beirut Street.
Postal: 22417 Safat 13085, Kuwait
Tel: +965 22 626 025/4/1 Fax: +965 2 226 019
Ipsos Morocco Contacts:
Jean-Francois Meyer
[email protected] Essedik Boumajid-
277 Boulevard Bir Anzarane 20000 Casablanca
Tel +212-522-231930
Fax +212-522-231947
Regional Contact:
Elie Aoun – [email protected]
Joud Nawar – [email protected]
For further information, contact your local Ipsos office, details at: www.ipsos.com/mediact