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Real 360 degree online audience measurement by Gemius and Ipsos in Hungary
2009-12-15
Recently, the Gemius-Ipsos offer was chosen as the best in a tender for an online audience measurement system to operate in Hungary. This decision sets the gemius/Ipsos Audience research tool as a standard on the Hungarian market. This victory in the tender reaffirms the professionalism and effectiveness of the methodology of the study, the results of which have been published on the Hungarian market since May 2006.
Winning this tender marks a turning point in online audience measurement in Hungary. It is also an important event in the activity of Gemius and confirmation of Gemius’ highly effective partnership with Ipsos. This victory is already the fourth such one in 2009 for Gemius. Previously, following other victories in tenders, the company was chosen to provide the research standard in Ukraine, Slovenia and Turkey. In the latter case, Gemius also submitted the bid together with Ipsos as its research partner, winning the contract from IAB Turkey and simultaneously beating the strongest global competition, comScore and Nielsen.
The company, already setting the standard of online audience measurement on a total of 18 markets, will provide a comprehensive outlook of the internet market in Hungary, thoroughly covering all key needs that advertisers and agencies have. The group of decision makers, comprised of the key players in online media, including the top publishers and agencies dealing with internet media planning, favoured the gemius/Ipsos Audience study over the proposals of GfK-Medián and Nielsen. Following this decision, István Kürti, the commercial director of Sanoma, one of the three main Hungarian publishers engaged in the tender process, said: “This verdict, giving us a standardized, transparent and reliable measurement approved by all market players, is very important for the long-term development of the online market in Hungary. We are extremely happy that thanks to this decision we will be able to meet our common goals for the sake of a more effective service for advertisers. The Ipsos-Gemius consortium is a partner that brings together technological expertise with the knowledge of the media market and media research, and is also committed to supporting online market growth”. Zsolt Simon, the president of MAKSZ, the organisation uniting all the largest digital media agencies, and CEO of Mediaedge:cia in Hungary declared: “We are happy that we could choose a system that runs in several countries, a strong and established online media planning currency from our region. Its most important advantage is the continuous development of the technology and method of research, due to the need to fulfil a variety of complex demands from different European markets.”
The approach taken by Gemius and Ipsos is highly complex. Marta Klepka, Deputy Director of International Operations summarised it as follows: “Gemius is the first company in the world to provide real 360 degrees measurement of the online audience. In 2002, we created our own proprietary methodology where we merge site-centric and user-centric data. To ensure the panel is demographically representative of the local internet user population, the data is weighted by the results of a structural study from a 3rd party provider, who in Hungary is our partner, Ipsos. Such a complex offer, including the wide choice of web analytic and media planning tools, enables us to compete with the industry’s giants such as comScore or Nielsen.” In the Hungarian internet audience research, Gemius employs the most sophisticated methodology integrating the cookie panel and the software panel for the best research effectiveness possible. Fusing data from numerous ‘virtual’ panels and the smaller but more in-depth monitoring of software panellists gives the advantage of reporting on ‘long tail’ websites and sections, which are tagged with Gemius site-centric scripts, providing insight into the habits of users, who agreed to have their sites and online application usage constantly monitored.
The data obtained in the study will be available in gemiusExplorer application, designed specifically for media planning. Part of the data, enabling the user to follow current trends in the Hungarian internet, will be presented on a special website. Another advantage, directed specifically to agencies and advertisers, consists in the possibility of using the internet planning data obtained from Gemius, through the software provided by Ipsos. This data may be then analysed together with the data from research projects conducted on other media. As Tamás Ács, Operations Manager at Gemius Hungary commented: “I am extremely glad that the Gemius-Ipsos consortium was selected by the major market players to provide the measurement standard in Hungary. Our advantages are the vast experience and versatile knowledge gained thanks to our presence on numerous markets, including 4 years of activity in Hungary. I am sure that our research will significantly help in the development of online advertising in the near future, as our tools make the measurement of all kind of internet content possible.”
The standardisation of audience measurement on the market and the provision of high quality data is crucial for harmonious development. The trustworthiness of the Gemius and Ipsos data is supported by the independence of the entities conducting the study from any of the market players. The winning of the tender by the Gemius and Ipsos consortium shows that the decisive legal entities in the tender have appreciated its flexible approach to Hungarian needs, as well as, what was most important from the point of view of agencies, the transparency of the provided data.
Download the complete version of the press release in the Word format
Contact:
Ács Tamás - tamas.acs@gemius.com
Press contact:
Grażyna Jakubowska, PR Specialist - grazyna.jakubowska@gemius.com