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”TELL ME MORE, TELL ME MORE...”

e!Performance seminar - Tallinn, November 5th 2008

Tell me more, tell me more...

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Contents

• Intro

• A short overview

• Web measurement

• Audience measurement

• Effective media planning

• Profiling your audience

• Questions

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Gemius

European research & technology company

20 countries

(entire CEE region + RU, IL, AT, UK, NO, DK)

350 employees with HQ in Warsaw

Provide official market statistics in 7 countries

and unofficial in many 6-8 countries

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My self…

Regional Managing Director, Northern Europe

In Gemius since June 2007

Over 10 years experience in online sales- and marketing

and online business in general working in different online companies across western Europe

A short overview

Focus on the CEE region

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Online business – How far are we?

It has been predicted many times, but now it clearly show

- Internet is the future media channel!

Internet is becoming one of the largest media channels and are now competing with either TV or print

E.g.: in DK it is exceeding TV this year (2008)

In many highly developed online markets it is the 2nd

largest media channel measured in ad spend

E.g. in DK it is 20% of total ad spend

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Internet penetration (2008)

16%

27%

44%

39%

45%

39%

48%

40%

55%

57%

38%

66%

68%

100%

Sources of data:

Hungary, Poland, Bulgaria, Lithuania, Slovakia,

Estonia, Ukraine – Gemius (Audience study), Croatia – ITU,

Romania – Gemius’ calculations based on Cifre.net data,Latvia – CSB, Slovenia – MOSS,

Russia – Gemius’ calculation based on FOM

0%

CEE region

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Online ad spends [2008]

Ad spend in average per internet user in the CEE region and Denmark

Source of data:

Gemius’ calculations based on Audience study and: AdMonitoring – SPIR / Mediaresearch [CZ],

TNS Gallup [LT], Media Fact Book – Initiative [RO], Ukrainian Advertisement Coalition [UA],MindShare [RU], ZenithOptimedia [PL], AIM [SK], local experts’ estimations [BG, HU] and FDIM (DK)

2EUR

2EUR

4EUR

4EUR

11EUR

15EUR

16EUR

21EUR

24EUR

115EUR

RO UA LT BG SK RU PL HU CZ DK

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Search engines

2007 2008change (p.p.)

Latvia 90% 97% 7%

Poland 84% 92% 8%

Slovakia 88% 93% 5%

Slovenia 67% 79% 12%

Ukraine 54% 61% 7%

Neti.ee vs. Google in Estonia

Google in selected countries

0%

10%

20%

30%

40%

50%

60%

70%

neti.ee google.com 26.12.2006-06.10.2008,weekly data.

Source of data: gemius/Traffic

NOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic.

Then an average from the percentage of visits is calculated for every search engine.

April 2008

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Financial crisis

“When the wind of changes is blowing, you can

choose to either build wind shields or wind mills”- Chinese saying

During a financial crisis marketing budgets are cut down, but also re-allocated

The years after 9/11 showed that while trad. media ad

spend decreased with 25% - online increased with 27%-Source: OMD

-Advertisers focus more on documented effect of their ad

spend during the time of crisis – and internet is the perfect medium

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All doors are open

Everything is possible

• Increase awareness (drive traffic)

• Generate leads

• Drive sales

• Build brands

Internet is the only medium that are able to

include all other media and create a unique

environment

Web usage measurement

Focusing on site-centric data

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How to navigate in the ever changing online world?

Create a detailed picture of what’s going on on your web

site, mobile platform, online campaign, emails, etc.

Use this knowledge to optimize your traffic and identify the most effective touch points for influencing the user or

your audience

Using the collected data from your site-centric system in a correct way, you are able to LEAD the consumer and

will not always have to follow the consumer

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Web measurement - Focus on usage

Measuring your audience’ usage of your media is crucial

E.g.:

• Which keywords did they use?

• Which ads did they see?

• Which ads did they click on?

• What was the drop-out rate for my purchase funnel?

• How many Unique Cookies did I have? (does this

tell me how many people visited my site?)

And many other informative parameters to use in the

optimization of your online business and the user experience

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Example of a site-centric system

gemiusTrafficMeasure +150.000.000.000 page views globally

•Visitors (cookies)(first time and returning)

•Page views(duration)

•Visits(duration, length, scope, paths, profiles)

•Geographic reports(continents, countries, regions and cities)

•Referrers(referring pages, search engines, directories)

•Information about systems and browsers

•Customised access levels

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Statistics

Extraordinary Depth of Data

Provides “basic”statistics, including:

• Visitors (cookies)• Visits & Visit Details• Page views• Time Spent on Site

Goes deeper to analyze:

• Search engines & keyword performance

• Referrer performance• User Geo-location• User Technical Configuration

Useful statistics

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source: gemiusAdHoc

BUT IS IT REALLY ENOUGH?

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Profile your audience

It is not enough to know what they do and where they do it.

You need to know WHO they are!

E.g..

How are men, 25-35 using my site compared to women, 25-35?

Where do I find my target group and

how well did it respond to an online

campaign?

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WHY?

Provide better results and post-campaign analysis to your

advertisers (Campaign effect)

Better results + better documentation = higher prices and

bigger budgets

Knowing your audience you will be able to develop and improve your service

Gives a better positioning of the internet as being a

medium more comparable with other media(using: Reach, Affinity, Duplication, etc.)

Audience measurement

gemiusAudience

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What does an audience measurement provide?

Website audience size

• How many people (Real-Users)?

Socio-demographic profile

• User profile (gender, age, income, education, etc.)

Usage intensity

• Site-centric data per target group

(e.g. average time spent by men 25-45)

Constant data

• Show development and trends

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Audience measurement – How?

Audience

measurement

Site-centric measurement

Data for

analysis and

mediaplanning

Panels

Pop-up panel

(cookie tracking)

�Omnibus

1000 interviews/ month

for weighting purpose

gemiusTraffic

(page views, time spent, visits, etc.)

Demographic data (gender, age, education, income level etc.)

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Flexibility

The Audience research can be applied to most digital

platforms:

Mobile surfing

(measure your mobile pages with the same standard as your web pages)

WebTV

(combining audience data with data from streaming measurement, you can create a clear profile of your

WebTVaudience)

Effective media planning

Reach your target group

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Mediaplanning – Who do I THINK I reach?

With Audience data you can identify your target group for mediaplannig or website development

Better targeting

possibilities

Increase

campaignperformance

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Who DID I reach with my campaign?

Get a clear profile of who were actually exposed to your

campaignCampaign

tracking data

across

websites

combined

with

Socio-

demographic

audience

data

Profiling your audience

Profile definition using audience and site-centric data

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Socio-demographic profile of your website

You can identify the profile of any given website thanks to the analysis of data coming from the Audience respondents

POP-UPQUESTIONNAIRE

Socio-demographic information of the user

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Site-centric is still basic

Audience

measurement

Site-centric measurement

Data for

analysis and

mediaplanning

Panels

Pop-up panel

(cookie tracking)

�Omnibus

1000 interviews/ month

for weighting purpose

gemiusTraffic

(page views, time spent, visits, etc.)

Demographic data (gender, age, education, income level etc.)

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Data analysis of your users’ profile

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Summary

Web measurement

Provide a wide range of data to be used for

optimization purposes

Deep knowledge about

users behavior

No knowledge of WHO they are and how many people

Profiling your users

Socio-demographic data combined with web

measurement data

Detailed information per

target group

Allow you to do post-analysis of your online

campaign

Questions

Torsten Bruun, Gemius

torsten.bruun@gemius.com