Methodology
Overview
gemiusAudience is a cutting-edge cross-media audience measurement due to the use of innovative hybrid methodology. It combines site-centric data acquired from the tagged websites, stream players and applications with user-centric data collected from online questionnaires and monitoring application installed on the panelists’ devices. Moreover, our Single Source Panel gives the possibility to cross over digital word (Internet) with classic media (Radio, TV and Outdoor). The declarative and real activity information is then put together to create unified user-centric data.
The site-centric and user-centric data sets are combined in a way that allows for drawing benefit from both: precise information about the users’ consumption of websites’ content, streams, mobile applications and Outdoor, Radio & TV channels, and the socio-demographic and behavioral characteristics of these users.
In the data processing phase several verification steps are applied: data quality tests, but also, filtering out abusive events (e.g. automatic refreshes, extreme activity etc).
The results allow for the reach estimation and audience segmentation for the whole market, as well as for the specified target groups (based on both socio-demographic characteristics and behaviors).
The algorithms for the calculation of the Real User metric and interconnected Reach metric eliminate the influence of the following situations: several users sharing one computer, one user using multiple computers, one user using many devices (e.g. computer + tablet + smartphone + TV), and the deletion of cookies by the user. Moreover, our solution is ready for non-cookie world.
Following the popularisation of the usage of many devices almost simultaneously (multiscreening) (PC, mobile phones, tablets and TVs) and numerous channels (like various Internet browsers and mobile applications) by the same user, the need to deliver one de-duplicated figure, describing the de-duplicated Reach and Real User values for all device platforms and channels together, has been addressed with the innovative methodology. Behavioral Panel Synthesis (BPS) and Constant Panel methodology allow for result presentation not only for a particular platform (e.g. PC, mobile phones or TV), but also for all used devices. Our advanced algorithm provides the information about the number of Real Users using the applications with their socio-demographic profiles and de-duplication between websites, streaming players and applications.
The world changes every day. Therefore, we created the revolutionary approach of modelling panel called Constant Panel, which contains very high number of virtual panelists with equal weights. Instead of changing weight of one panelist, we simulate larger number of panelists from large target groups and smaller number of panelists from small target groups. Panel is called “constant”, because number of panelists and their weights do not change in time. By using non-rotating panelists with equal weights, we directly simulate situation from real-world population, where all people are counted equally and natural rotation is quite low. Thanks to this stability, we might easily calculate consistent results for any given custom period directly from the panel.
Our methodology allows us to present our data on the next day!
gemiusAudience results:
- cross-media measurement: websites, streaming players, mobile applications, TV&Radio channels and Outdoor
- delivered daily
- custom period with reach building
- socio-demographic and behavioral target groups
- device platform split with real users de-duplication for cross-media reach
- websites, streaming players and applications measurement for both tagged and non-tagged Internet channels
- monetized/commercial inventory for streaming players and TV&Radio channels
- online interface
The Real Users in gemiusAudience research are actually real!