Gemius to launch total reach
“It will be the answer to the fundamental question posed by our research, i.e. how many persons in total actually visit a given digital content, independent of the platform or their socio-demographic profile. So far we have only presented such data in a breakdown into separate platforms, i.e. desktop computer, tablet, and smartphone users”, adds Pawłowski.
According to Emil Pawłowski, this knowledge enables content owners to utilize the new techniques of getting a marketing message across to the end customer in an easier and safer way. It will also facilitate compilation of an e-publishers ranking list in terms of the total number of users. “One could say that the mobile revolution has now come to an end, as the internet is again researched as a whole”, Pawłowski adds.
Total reach of web content
How would this work in practice? The files containing gemiusAudience results will feature a new section called “Total”. It will show the actual number of visitors to the researched website. Previously, an internet user who entered a website with both laptop and smartphone was counted twice when tallying up the users who visited the site on desktop computer and mobile devices. Thanks to the new method, such undesirable duplication will be eliminated. Moreover, the socio-demographic profile of the website’s audience will become available.
What’s the new method about?
The new approach is explained by Piotr Rybak, Senior Data Scientist at the Methodology Department at Gemius: “Gemius measures the activity of a representative group of internet users who have agreed to take part in gemiusAudience study, and who have filled in a special questionnaire either on PCs or on mobile devices. The behavioural synthesis model merges users coming from different devices, enabling us to calculate the total reach of websites participating in the research”, says Rybak.
Piotr Rybak further explains that in order to decide which users from different devices should be merged, a calibration panel must be employed in the process. “Such a panel is a group of users whose online activity is measured by Gemius for all devices they use. Based on their socio-demographic features and online behaviour, we can build a model that – by taking advantage of the cutting edge artificial intelligence and prediction solutions – shows us which users should be merged”, Rybak sums up.
The current methodology will be rolled-out across a number of other markets where currency is provided by Gemius. In June the solution will be available in Belgium, where Gemius is now implementing multiplatform measurement, and in the coming months the Czech Republic and Poland In the next month.
