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gemius/Ipsos Audience project is speeding up
2007-06-15
Internet audience monitoring by Gemius and Szonda Ipsos is constantly developing. The newest addition is the online publishers index. Within mere months there will be fused data from pop-up and software panel introduced to the market.
gemius/Ipsos Audience is a solution, which already has successful results not only in the countries of Central and Eastern Europe, but also Western part of the continent, in Denmark. The biggest advantage of the project is high flexibility and adjusting the solutions used to the local needs.
Progress is visible
The first results published on the Hungarian market are dated on May 2006. Initial .gem file (it is the format in which data is distributed, served by gemiusExplorer application) contained only weekly and monthly data and there were 48 sites listed with the total reach 89.70% of Internet users in the country. Today much wider range of the information is provided to the media planners and advertisers. The newest file with the data for April 2007 is composed of 74 web sites, with the project reaching 95.21% of all Hungarian users. Not only the users can select to present the data on a daily, weekly basis or simply for the whole month, but also can choose the view of the Internet users activity on the web sites listed only on weekdays. Moreover, besides the tree of the websites for which the data are produced, there is the so-called aggregate tree in the results file, which shows the statistics for the predefined advertising networks. This feature helps to plan campaigns according to the ownership structure of the websites, what is followed by better conditions for advertisers.
OPA - gIA Online Publisher Audit
Additionally upon requests of the customers Gemius and Szonda Ipsos started the Online Publishers Audit (OPA) project, which gives the data on the cookies (unique users) on the Hungarian websites on the daily basis. The service is available via online interface. There is the data about cookies, page views and, in the near future, visits of the websites aggregated into network folders. Only publishers who consent to present their results are on the list, what means that the structure is dynamic and will change in the future. After logging into the service user can observe numerous data, not only for the ad networks, but for the separate sites as well. The default view contains the daily statistics, but also the historical data is stored and present and trends may be followed.
Fused panel is a future
In the end of March 2007 Gemius has started the recruitment to the software panel. Currently there is about 3500 panelists, who installed the monitoring software on their computers. The first reliable data acquired by fusion of the pop-up and software panels results is expected in August 2007. It’s also worth to mention that the sample of the pop-up panellists, who fill in the questionnaires and shared their socio-demographical data is at present 38 000. Fused panel is a solution that was verified by the Czech market, and proved to be successful being set as a standard in online audience measurement since 2004.
Gemius Hungary is a subsidiary of Gemius S.A. with its formal place of business in Warsaw, Poland. Gemius Hungary has been founded in October, 2005 and it has already introduced some products successfully into the Hungarian market. One of those is gemiusTraffic, which is a real-time online measurement of visitors behaviour on websites. Another product is gemius/Ipsos Audience that aims to become the standard of the Internet audience measurement in Hungary, providing the market with detailed socio-demographic profiles of websites selling advertising space. Gemius Hungary’s partner in this research is Szonda Ipsos.
Gemius SA is the largest online research agency in Central and Eastern Europe. Recently agency started its activity on Denmark market. The company has been dedicated to Internet market research since its founding in 1999. Resulting from its efforts to maximize trustiness, authenticity and accuracy, Gemius is already present in several countries: Bosnia and Herzegovina, Bulgaria, the Czech Republic, Croatia, Denmark, Estonia, Hungary, Latvia, Lithuania, Poland, Romania, Russia, Slovakia, Slovenia, and the Ukraine.
Szonda Ipsos was founded in 1990. Founders of the company are sociologist, Ádám Levendel and Péter Sterk. Together with eight other professionals – having many years or even decades of experience in the field of academic social research – they came from the Hungarian Opinion Research Institute, the former Mass Communication Research Centre, which is considered to be the cradle of Hungarian empirical social research. Ipsos Szonda has continuously been one of the market leading research institutes in Hungary.
Download a complete version of the press release in a Word file.
For more information about gemius/Ipsos Audience please contact Szonda
Ipsos Operation manager: Darvas Péter; peter.darvas@ipsos-szonda.hu