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Gemius SA to become the Internet currency in Denmark!
2006-10-18
Gemius SA has won the tender to provide Internet audience measurement for the Danish market. Denmark is the first Western European country that has selected the gemiusAudience methodology for Internet audience measurement. The company expects to participate in similar tenders throughout Europe in the future. Currently, Gemius SA is also participating in the Internet audience measurement tender process in Israel.
This represents a major step towards entering the Scandinavian markets. Only a couple of days ago, Gemius received news of having won the Danish tender organized by FDIM (Forengin af Danske Internet Medier), the local Internet Advertising Bureau for Denmark. Detailed consultations concerning the launch of the research have already been under way. Gemius expects that the results of the gemiusAudience study, similar to the gemiusAudience services provided throughout Central & Eastern Europe, will be released in the first quarter of 2007.
The gemiusAudience methodology was specially-adjusted to meet the needs of the Danish market. Working with FDIM, Gemius is to implement the Fused Panel methodology in Denmark. FDIM and Gemius selected the Fused Panel methodology because it combines the advantages of the Cookie Panel and Software Panel methodologies which Gemius operates. Gemius operates Cookie Panels throughout many Central & Eastern European markets, and operates Software Panels in Poland and the Czech Republic.
In Cookie Panel audience measurement, a huge sample of tens of thousands of panelists fill out online surveys to participate in the research. Their activities are then tracked across a network of web sites that choose to participate in the research. This makes it possible to present statistically valid and accurate results for many different web sites, large and small. Due to the large sample size, it is even possible to analyze the usage of sub-sections within web sites while retaining very high quality statistical data. However, Cookie Panels are unable to measure the usage of web sites who do not participate.
In Software Panel audience measurement, a large sample of people (typically 15 - 30 thousand people) agrees to install a specially-designed program onto their computers. This program monitors and measures everything that they do online, reporting this data back to Gemius who can analyze that data to produce reach/frequency reports for web sites. Because usage is measured through software, it can measure participating and non-participating web sites.
In Fused Panel audience measurement, Gemius will implement a full-scale Cookie Panel across participating web sites. In addition, it will recruit a smaller-scale Software Panel and fuse the resulting databases to create integrated audience measurement. The gemiusAudience data for Denmark will report data for participating and non-participating web sites.
Winning the tender in Denmark is a major success for the company. Many companies competed with Gemius during the tender, including TNS / AGOF, Nielsen//Netratings and comScore Networks. In this august company, Gemius and the gemiusAudience methodology were selected as the highest-quality and lowest-cost solution for the market. We sincerely hope that this success will pave the way for the company to expand further onto European markets!
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