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Evolution of online audience measurement on the Czech market
2008-05-16
Keeping up with the pace of changes in the Internet industry, with a prolonged contract for web site visitor measurement in the Czech Republic, Gemius introduces online video and mobile surfing data measurement to the web sites participating in the NetMonitor project.
The Czech Internet Advertising Association (SPIR) continues cooperation with Gemius and Mediaresearch for a common currency on Internet measurement. In the next three years there will be many developments in the project, keeping up with the pace of changes in the online industry.gemiusAudience, which is the major project of Gemius currently being realised on 16 markets, has been conducted in the Czech Republic since 1 February 2005. “The executive board of SPIR decided about the continuation of the contract with current partners who satisfy the conditions of the following three-year agreement. The research methodology and speed of data delivery will be superior” - says Kateřina Hrubešová, executive manager of SPIR. Research on the Czech market includes two main parts: site-centric and user-centric, which means that besides the hard data on usage of the local web sites, the market obtains a socio-demographic profile of the Internet users.
Realised under the name of NetMonitor, gemiusAudience has evolved together with the industry. This means that starting from 2008 Gemius offers measurement of video content on the web (streaming), tracks the usage of instant messengers, as well as other “hot” issues such as browsing the web via mobile phone. Among other new features there will also be measurement of the Internet connection speed and shortening the period of data delivery on a monthly basis (so-called “speed-up” methodology).
A new agreement with the local Joint Industry Committee brings online audience measurement more features for everybody: advertisers, media planners, publishers and Internet users. With NetMonitor data for March 2008 the possibility of planning the media for time periods shorter than a month on a weekly and daily level is possible. This feature makes it easier to prepare shorter online campaigns based on the results for a specific period of time, which are in fact more accurate and better define the socio-demography of the Internet users within such a period. Other good news for advertisers is that instant messengers will also be monitored within the research. Consequently, the advertisers will evaluate whether it is worth running their campaigns on ICQ, Skype or other messengers, considering the intensity of usage of such applications among their target group.
The number of data processing tools to use stays the same: public application with daily data (http://online.netmonitor.cz), gemiusExplorer (media planning tool) and gemiusTraffic (web analytics). Nevertheless, there will also be some innovations besides those mentioned above. The online service presenting gemiusAudience results on a daily basis will get a new “facelift”. Its interface will be refreshed, with new options added, such as graphic representation of the data in the form of charts. Last but not least, new variables will be measured by the Netsoftware application installed by the research panellists: the speed of the Internet connection. This, together with other metrics such as the type of Internet connection, should enable web site owners to adjust their services to the factual possibilities of the users.
The remaining part is an additional research called NetMonitor Consumer, which analyses additional information about the online population several times a year and gives more insight into consumption of the Internet as a medium.
Gemius SA is the largest online research agency in Central and Eastern Europe, which provides a wide range of Internet research products to brand name clients throughout the region. Gemius SA has also recently started operating in Denmark. The aim of its core research - gemiusAudience - is to set an online audience measurement currency in all of the countries the company is present in. By working with key joint-industry committees and other market players, Gemius provides accurate, high-quality data for media planners, buyers and sellers.
Mediaresearch in cooperation with Gemius SA provides monitoring of Internet servers attendance and survey on socio-demographic structure of Internet audience in the Czech Republic - project NetMonitor. Simultaneously it does marketing and business support of other Gemius SA products in this country. The company developed methodology of TV audience monitoring that has been implemented on the Czech market since 2002. Mediaresearch was also Gemius partner in e-commerce stucy in the Czech Republic.
Download a complete version of the press release in a Word file.
For detailed information about the study please contact:Krzysztof Dabrowski, Operation Manager Gemius s.r.o.; krzysztof.dabrowski@gemius.cz