Multiplatform – folowing changes in digital media landscape
In the December report, Gemius Serbia is presenting new kind of monthlу release, based on new multiplatform metodology.
The inovation is the possibility of analizing traffic divided by platforms, both mobile and desktop. Report (gem file) will contain data of web sites included in gemiusAudience study for December. By dividing the measured traffic by platform, additional valuable knowledge about the Internet audience and its behaviour is being delivered to the market.
Growth of mobile devices penetration created new channels for advertising – internet display platform yielded the mobile one, both being much more accessible than traditional media advertising space. Giving the fact that smart phones and tablets are personalized devices, it is pretty clear that campaigns placed out this way, tend to target one specific type of client for whom advertiser belive it is the right buyer.
„Gemius’ multiplatform methodology closely follows fast changing digital media landscape, especially regarding cross-media internet usage. With new approach, Gemius can not only track universe and audience data by platform (PC, smartphone, tablets), but it also enables the calculation of unduplicated total reach of the platforms measurement. On top of measuring web content, multiplatform enables the measurement of special content types like mobile applications, PC applications, or stream“ - concludes Marek Molicki, Regional Manager for Gemius.
gemiusAudience is one of the key Gemius studies aimed to obtain information of volume of traffic on web sites, as well as socio-demographic profiles, lifestyle and consumer interests of the internet users. Data extracted from gem file are very useful for media planning, communicating with agencies and having detailed insight in competitions advantages.