Gemius introduces mobile advertising activity measurement in Latvia
The introduction of mobile measurement is a response to evolving media consumption. Most internet traffic is generated on smartphones, and consequently, the largest number of advertising contacts are delivered on these devices. The current lack of mobile data has been a challenge for analysts, so its introduction is a key response to market needs and allows for full transparency of competitors' advertising activities.
Including data from mobile devices allows for comprehensive market analysis and drawing the right business conclusions. Limiting ourselves solely to desktop traffic could have led to an incorrect assessment of competitors' communication strategies and prevented us from understanding the actual media mix. A complete cross-platform picture allows us to understand how budgets are actually distributed across individual digital media channels.
A key aspect of this update is the inclusion of mobile app measurement for global giants such as Facebook, TikTok, Instagram, and YouTube. These platforms constitute massive advertising ecosystems, with traffic overwhelmingly concentrated within apps. By incorporating mobile data, advertisers and agencies in Latvia gain unique insights into brand advertising activity across these channels.
Over 1,000 respondents in the study
The measurement technology used is based on a representative sample of one thousand panelists. Data comes directly from mobile meters installed on the study participants' smartphones. The research software operates at the device operating system level, allowing for the recognition of advertising creatives displayed to panelists. Thanks to this solution, every ad — regardless of whether it appeared in a browser or within a closed application — is included in the study.
The most popular apps (via gemiusAudience) include services by Google (Gmail, Google Maps), Meta (WhatsApp, Facebook, YouTube, Instagram, Messenger), TikTok and Temu, as well as local players: Go3, Inbox, Andele Mandele and Maxima.
Poland as a reference point in transformation of advertising market
The presentation in Riga provided local entities with a compelling argument for adding mobile measurement to the gemiusAdReal tool.
Poland, which has undergone this transformation earlier, serves as a point of reference for Latvia, confirming that the concept of "mobile-first" is not a trend, but a market reality.
Gemius SA experts Paulina Ciesielska, Sales Operations Director for the EMEA region, and Marta Kowalczyk, Global Sales Support and Analytics Specialist, emphasized in their presentation that without considering data from the mobile platform, brands lose sight of the true category leaders, the real reach of campaigns, and the actual audience profile of their content.
(Photo: Gemius Latvia)
Discussion on the future of measurement
During the panel "Internet Media Audience Research in the Age of Artificial Intelligence" experts highlighted the growing role of AI in content analysis and the changing way people compete for user attention. They emphasized that in a world dominated by algorithms, reliable, verifiable data is crucial.
Participants in the discussion included Linda Egle-Šrenka and Przemysław Demianowski (Gemius), as well as Gatis Romanovskis (Animas) and Aivars Avotins (Inspired UM).
– Over the past few years, we have received numerous requests from industry representatives regarding high-quality mobile app data - we have heard them and listened to them. We found a solution that allowed us to implement this research and development within about a year. While researching the Latvian market - media and agencies - to determine whether this tool and data would be valuable enough for Latvian market participants, the letters of support we received confirmed their significant need. The developed solution will help industry professionals fully understand the mobile app ecosystem and the habits of Latvian audiences – emphasized Linda Egle-Šrenka, Country Manager for the Latvian and Estonian markets at Gemius SA.
Representatives of Gemius SA during the conference in Riga on May 6, 2026:
Linda Egle-Šrenka
Country Manager of Gemius Latvia, in the structure of corporation since 2011, member of the Latvian Advertising Association (LRA), a non-profit organization uniting entities in the advertising industry in Latvia, as well as the Latvian Association of Public Relations Professionals, which brings together communications experts, PR specialists and academics in Latvia.
Przemysław Demianowski
Director of Panel Research at Gemius, has nearly 20 years of experience in market research and analytics, specializing in designing high-impact research ecosystems and providing strategic analyses that influence business and product decisions. His experience includes leading organisations such as Lagardere Active Radio International / Eurozet, Kantar (Millward Brown / SMG KRC) and CR Media.
Paulina Ciesielska
Sales Operations Director EMEA at Gemius, has been with the company since 2011. At Gemius, she focuses on international sales and business development in EMEA markets, supporting local teams in building customer relationships, identifying new business opportunities, and streamlining sales processes.
Marta Kowalczyk
With Gemius since 2024, she supports sales activities and business development projects in international markets, collaborating with teams responsible for sales development outside the company's headquarters, among others. She specializes in projects in the areas of advertising data, campaign performance analysis, and AI-powered reporting
