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gemiusAudience appointed the official online audience measurement currency in Moldova
2012-02-13
Gemius, the leading EMEA internet research agency, has been chosen by the Moldavian Joint Industry Committee, BATI, to provide the official web audience audit. The arrival of gemiusAudience in this country is a turning point in the development of the local online market, which now gains an official measurement currency. It is also an important advancement in the research project itself, as with this step gemiusAudience continues its international expansion in 2012.
The internet penetration on the Moldavian online market oscillates at 40-50% according to various sources, which is a similar level to such countries as Belarus. While the total value of internet ad market in 2010 amounted to 1.143 m EUR, in 2011 it already reached 1.3 m. Ad spends for TV and Outdoor in 2011 were far ahead the internet, amounting to 13.3 m EUR and 6.11 m EUR, respectively. Nevertheless, it is the online media that noted one of the highest increase rates (nearly 14% year-on-year), attracting new users and gradually getting the attention of advertisers.
The agreement for provision of the gemiusAudience study on the Moldavian market was signed in early February of 2012. This event followed the decision of the local Joint Industry Committee, BATI (Moldavian Audit Bureau of Circulations and Internet) to appoint Gemius as the official online audience measurement provider. As Stanislav Popov, the Executive Director at BATI comments: This decision is a crucial one for the market, as it is aimed at decisive internet industry unification and an increase in the online advertising channel profitability. Bearing in mind the significant Gemius experience in providing the highest quality online audience studies throughout Europe and the company's understanding of the CEE region, we are looking forward to our cooperation on the Moldavian market.
We couldn’t be more glad to have signed this contract which shows the great trust that the Moldavian Joint Industry Committee, BATI, has placed in us – Catalin Emilian, Gemius Country Manager for Moldova comments. This decision is also the best proof of the flexibility of our methodology and the insights offered for markets where we conduct gemiusAudience. They are appropriate for both: the highly developed Western markets such as Denmark, and the emerging markets, like Moldova. Personally, I eagerly expect the fast development of the Moldavian online advertising channel, as well as the significant increase of its competitiveness in the region, will greatly benefit from the introduction of the common measurement currency.
In Moldova, gemiusAudience will be conducted with the employment of the cookie panel used by Gemius on most of the studied EMEA region markets. After the tagging of the sites enrolled in the study, the collecting of data will begin. The first Moldavian web audience data is expected to be delivered in May 2012.
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Contact:
Marta Klepka, International Marketing Director, marta.klepka@gemius.com
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