This wednesday I had the pleasure of seeing the results of more than two years of hard work going public. My organisation FDIM launched a brand new and extremely sophisticated audience measurement setup: Gemius Audience.
The results yielded by the study are extremely accurate and very rich. For the first time ever we’re able to get precise numbers of how many people visits what websites. Secondly we’re able to tell who these people are. Thirdly we (and advertisers) have been provided with an excelent tool for planning and building up advertising campaings.
Hopes are we’ll hereby lift the market, making internet advertising even more qualified and easy to encompass in cross-media campaings.
How this is done? For a start you’ll take the site-centric approach: have all major websites in your territory and have them paste a little tiny tag on each and every of their webpages. Use this to monitor the actual usage of websites.
Next run the figures provided by this study through advanced algorithms in order to eliminate the errors imposed by especially cookie deletion.
Now calculate the reach of each website taking part of the survey in percent of all national traffic on all the measured websites.
Every month you’ll have a polling institute ask a representative sample of people the basic question: have you been online in the past month? Use this to establish the size of your internetpopulation.
Now take the reach of each websites and divide it into the size of the entire internetpopulation. You’ll hereby get a fact-checked number of real users of the website.
In order to find out who the users are, build up a panel of more than 100.000 people who have all told you their basic caracteristicas (age, gender, profession, education, income etc.) and who have accepted using an automatic mechanism that informs the study of what websites they visit. Result: Solid statistical evidence on user profiles on websites a small as 3000 users a month.
For more info confront Audience measurement for web 2.0, Good offer – traffic and audience measurement, New era: traffic- and audience measurement 2.0.
It’s cool to have new numbers, but I’m not sure what to use it for? I know that to many people numbers alone seem to be the magic thing. But I’m still struggling to understand what this means in order to dig deep into the numbers in order to understand the audience (which I believe is the way forward). Numbers and a sales pitch to advertisers simply don’t cut it for me, and I think it’s going to be a huge mistake towards the sustainability of the business to focus on this for the long term. People will see throught it – we need to be more clever. Please!?
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Does this mean that the Swedish Sifo Media approach is the same as this?
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