Andrzej Garapich, Sławek Pliszka. Polskie Badania Internetu

Transcription

1 Andrzej Garapich, Sławek Pliszka Polskie Badania Internetu

2 Our goal: Improve the accountability of the Internet as an advertising medium

3 Background to the project Launched in October 2007 Objectives: To understand the current online measurement systems and frameworks in use in major online markets and regionally around the world: To provide transparency To identify what is available globally, regionally and locally To share best practices To drive a debate around what is required from online measurement systems to support the growth and future development of the online advertising industry

4 Participants An industry-led initiative: Media owners, publishers, agencies, advertisers, suppliers, and JICs are all represented in the Project Group EIAA, IABs, EACA, WFA and IFABC members worldwide

5 Structure The MIA Project is a collaboration between EIAA and IAB Europe and is endorsed by EIAA members, all IABs in Europe, IAB Chile (representing South America), IAB Australia, IAB US, IAB Canada, the Asia Digital Marketing Association, the local Joint Industry Committees and the IFABC members worldwide.

6 Structure: Steering Committee The MIA Project is co-chaired chaired by: Alison Fennah, Executive Director, EIAA Nicki Lynas, Head of Research, IAB Europe. The MIA Project Steering Committee takes advantage of the industry experience and expertise of: Anita Caras, Head of Research & Market Insights EMEA, Microsoft Advertising; Jürgen Sandhöfer, Vice Chairman of the Board - AGOF and Strategic Research Director, SevenOne Media Richard Foan, ABCe, JICWEBS Chair and IFABC WWW Standards Chair. Andrzej Garapich, Prezes Zarządu, Polskie Badania Internetu The Steering Committee defines the focus and agenda of the project.

7 MIA Project Activities 10/07 - MIA Project launch 6/08 - Dictionary of Definitions published 7/08 - Appointment of project manager 10/08-1/09 - MIA Project Online Audience and Traffic Measurement Survey in field 3/09 MIA Project Online Audience and Traffic Measurement Survey top-line results to be released

8 MIA Project Activities (continued) 2-4/09 JIC consultation and in-depth survey 3/09 - First MIA Project Vendor Forum meeting 3/09 - MIA Project Working Group meeting 6/09 - MIA Project Report and White Paper published Autumn 09 JIC Roadshow

9 The Directory of Definitions Definitions of user-centric and site-centric data as defined by the major suppliers. Participants: ABCe, AGOF, Comscore, Gemius, Hitwise, Nielsen, Spring and STIR Examples: Reach, Page View, Page Impression, User, Audience, Visit, Time, Location, Panel Size, Engagement, Ad Impression, Brand Awareness, Brand Favourability, Purchase Intent

10 MIA Project Survey Launched in October 2008 Industry-wide respondents: Advertisers, media planners/buyers, ad networks and publishers Global coverage in 19 countries: Top 15 largest broadband audience countries according to OECD figures: United States, Japan, Germany, Korea, UK, France, Italy, Canada, Spain, The Netherlands, Mexico, Australia, Turkey, Poland, Sweden Large emerging markets: Brazil, Russia, India, China

11 MIA Project Survey Coverage Green: top 15 broadband markets; Blue: large emerging economies

12 Key Research Questions What does the current global landscape of online audience and traffic measurement look like? How good is the current system of measurement provision? What are the requirements for future measurement systems? How important are measurement issues to those in the industry? What is the interconnection between systems and standards at a local and international level?

13 MIA Project Online Audience and Traffic Measurement Survey Update

14 Response A Huge Success over 800 responses globally

15 Participants and Regions Latin America 4% North America 8% Turkey & Greece 9% Asia/Pacific 5% Unidentified 1% UK & Ireland 11% Germany 12% Other E Europe 6% Spain 12% Poland 8% Other W Europe 2% Benelux 9% Nordic 4% France 5% Italy 4% Q8, In which country are you based? n=820

16 Participant Organisations 18% 15% 24% 43% Advertising/marketin g agency (traditional or online only) Online publisher or media owner Advertiser (i.e. a company looking to advertise your goods/services online) Ad network/online ad distributor Q3 Which of the following best describes your organisation?, n=820

17 Participant Roles 25% 20% 15% 10% Digital Only All Media 5% 0% Buying Selling Planning Evaluating Marketing Q2 Which of the following best describes your role?, n=820

18 Participant Experience 6% 42% 31% Less than a year (0.5) 1-3 years (2.0) 4-5 years (5.0) 6 years + (7.0) 21% Mean number of years = 4.6 Q4, How long have you personally been working with online advertising?, n=793

19 MIA Survey Participant organisations Participant Roles Ad network/online ad distributor 24% 15% Selling 20% 44% Advertiser (i.e. a company looking to advertise your goods/services online) Online publisher or media owner 29,5% 18% 17% 24% Buying Marketing Planning 31% 19% 12% 22% 10% 23% Advertising/marketing agency (traditional or online only) 29,5% 43% Evaluating 3% 16% 0% 50% 0% 50% Poland All Poland All Base: Poland n=54; All n=820 Q3 Which of the following best describes your organization?, Base: Poland n=61; All n=779 Q2 Which of the following best describes your role?,

20 MIA Survey Participant experience 6 years + 25% 41% 4-5 years 22% 21% 1-3 years 31% 46% Less than a year 7% 6% 0% 50% Poland All Base: Poland n=64; All n=793 Q4, How long have you personally been working with online advertising?

21 MIA Survey Potential Metrics [Poland only] 100% 5 (extremely valuable ) (5.0) 4 (4.0) 3 (3.0) 2 (2.0) 1 (limited value) (1.0) Mean All Mean Poland 5 80% 60% 40% 20% 28% 22% 58% 61% 30% 22% 52% 59% 82% % Ad exposure in audio and video shown online Number of times people reference your website on forums, blogs etc What people are saying about your brand online Online media and traditional media using the same measures (e.g., reach) Online media and other digital platforms (e.g., mobile) using the same measures Q12 Thinking ahead to the future, how valuable would it be for your business to be able to measure the following? n= Base: Poland n=62-64; Mean All n=

22 MIA Survey Importance of Quality Standards 5 (extremely satisfied ) (5.0) 4 (4.0) 3 (3.0) 2 (2.0) 1 (not at all satisfied) (1.0) Don't Know Mean All Mean Poland 100% 80% 60% 40% 8% 13% 20% 11% 41% 35% 22% 16% 29% 16% 84% % 0% 14% 24% 16% 19% 8% 6% 2 1 It is clear and transparent as to how measures are calculated Measures are calculated Audience measurement in a consistent way conforms to agreed industry standards Measures are being independently verified Base: Poland n=57-64; Mean All n= Q14 How satisfied are you that the industry is currently delivering the following things in relation to online audience measurement in an effective way?

23 Dziękujemy za uwagę