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gemiusAudience research, boosted by new functions, to continue in the Czech Republic
2008-10-06
The Czech Advertising Association (SPIR) has officially extended the contract with Mediaresearch and Gemius relating to continuing online audience measurement within the Czech Republic. The project, under its current name of NetMonitor, is to be boosted by online video, mobile surfing and instant messaging data introduced by Gemius.
NetMonitor research has been conducted in the Czech Republic since February 2005 and provides advertisers with transparent and comparable online media planning data. The Czech Advertising Association (SPIR) has officially agreed to continue their contract with Mediaresearch and Gemius SA, without having to put the project out for tender again.
“The executive board of SPIR made a decision about the continuation of the contract with their current partners, who satisfy the conditions of the following three-year agreement. NetMonitor research will be developed continuously. New functionalities in helping to plan online advertising campaigns more effectively will appear as the answer to the development of mobile technology and the growing popularity of video advertising.” – this is how Kateřina Hrubešová, executive manager of SPIR, explained the Joint Industry Committee decision.
Meeting the needs of the dynamically developing online market, Gemius introduces new solutions such as the measurement of streaming media, the tracking of users of Instant Messenger services, as well as other “hot” topics such as browsing the Web via mobile phone. Among the other new features of the NetMonitor project will also be surveying of the internet connection speed and shortening the period of data delivery on a monthly basis (a so-called “speed-up” methodology).
The main change lies in the constitution and management of the panel of respondents. On the basis of an agreement with SPIR, the quality of recruitment methods and panel administration will be enhanced. Panels will meet strict criteria, which are similar to those used when measuring television audiences (TVmeters), which Mediaresearch has successfully implemented in the Czech Republic since 2002. Panel control patterns will be determined by results of the continual research of internet population structures in the country, as conducted by Mediaresearch during the next NetMonitor phase and exclusively for SPIR. Groups of respondents who are difficult to reach will be recruited by using additional measures, including on-site surveys and offline methods.
gemiusStream
Given the growing popularity of video content, gemiusStream measurement can supply reliable information about streaming content distributed online (including both video and audio playback). Thanks to gemiusStream, web site owners are provided with crucial statistics on each video file displayed on the internet, too. This kind of innovations implementation is essential for publishers who use online video and audio content as one of the main components of their web services.
Online campaigns for Instant Messenger Programs
The new contract with the Czech Joint Industry Committee also stipulates Instant Messenger monitoring, including data presentation in the media planning tool (gemiusExplorer). The measurement includes two main parts: site-centric and user-centric, which means that besides the hard data regarding usage of the messenger service, a socio-demographic profile of the internet users can be obtained as well. Consequently, on the basis of such indicators as time of turning on a messenger per user and general time of usage, advertisers can evaluate whether it is worth running their campaigns on a messenger program. Additionally, they will able to identify the frequency of the usage of the messenger program in their target group.
How fast is the internet?
Another innovation is the measurement of internet connection speed through questionnaires. This, together with other data such as the type of internet connection, should enable web site owners to adjust their services to the realistic possibilities of the users. It will also become an important piece of information for the online market development within the country.
Mobile Web browsing
Mobile web sites are becoming an effective medium for communication and advertisement. In response to this fact, Gemius has created an opportunity to monitor Web browsing through a cell phone. Due to the counting scripts inscribed into the sites constructed in both XHTML and WAP technology, information on how users browse the Net via mobile as well as which technical solutions they use can be provided in addition to the socio-demographic profile of a given online campaign audience. Moreover, companies involved in the NetMonitor project guarantee that a platform will be created, supplying socio-demographic data about campaigns, which could be issued to other media houses and advertisers, subject to pre-defined conditions. This module runs along the lines of the AdMonitor project (online ad spends monitoring), which SPIR has run since the start of 2007. The remaining part of the NetMonitor project is also an extra survey called ‘NetMonitor Consumer’, which analyses additional data on the online population several times a year and gives more insight into consumption of the internet as a medium.
The range of the data processing tools supplied in NetMonitor research will remain unchanged. These include public applications with daily data (http://online.netmonitor.cz), gemiusExplorer (media planning tool), and gemiusTraffic (web analytics).
Download the complete version of the press release in the Word format.
For more information please contact:
Tomas Gregor
The Czech and Slovak Republic Country Manager
+421 911 332010