Poles will take measurements from Runet
Recently, an independent meter, which the advertising industry has been waiting for, has finally appeared in Runet - TNS Gallup Media has launched the Web Index and now measures the audience of leading websites. Today it became known that a new research project will appear in this area, which is being implemented by the Russian holding ROMIR-Monitoring in cooperation with the Polish company Gemius . According to the newspaper Kommersant , the parties will sign the corresponding agreement the other day.
It is reported that researchers will measure the audience Runet. To do this, create a panel of 20 thousand respondents representing the urban population of Russia. Users' actions on the Web will be monitored by a special Gemius system, whose counters are expected to be present on popular portals. For Gemius itself, online measurements are a core business, the company deals with them in 11 countries of Central and Eastern Europe. It is expected that with the launch of the project ROMIR-Monitoring tandem - Gemius will become the second Runet meter after TNS Gallup Media. Investments in the project in the first year of operation may amount to about $ 300 thousand.
Experts suggest that, as in the case of TNS, a number of sites will refuse to install the researchers' counters on themselves. “There is no doubt that ROMIR will try to negotiate with Rambler, RBC and others, but advertiser’s ROMIR is not as influential as TNS,” a source who wished to remain anonymous told Habrahabru. Mail.ru CEO Dmitry Grishin spoke in the same vein: “It all depends on whether this project will interest our advertisers”. He is not sure that he will install the ROMIR and Gemius counter on the portal, reports Kommersant.
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Representatives of advertising agencies believe that for one more meter there is a place in the market. They, explaining that their customers, first of all, are still guided by TNS figures, report that it will be interesting to compare the data of two researchers. According to Andrey Molev, director of the digital media agency at Optimum Media Buying , there has always been a shortage of professional research in RuNet, so the new tool will be in demand.
It is reported that researchers will measure the audience Runet. To do this, create a panel of 20 thousand respondents representing the urban population of Russia. Users' actions on the Web will be monitored by a special Gemius system, whose counters are expected to be present on popular portals. For Gemius itself, online measurements are a core business, the company deals with them in 11 countries of Central and Eastern Europe. It is expected that with the launch of the project ROMIR-Monitoring tandem - Gemius will become the second Runet meter after TNS Gallup Media. Investments in the project in the first year of operation may amount to about $ 300 thousand.
Experts suggest that, as in the case of TNS, a number of sites will refuse to install the researchers' counters on themselves. “There is no doubt that ROMIR will try to negotiate with Rambler, RBC and others, but advertiser’s ROMIR is not as influential as TNS,” a source who wished to remain anonymous told Habrahabru. Mail.ru CEO Dmitry Grishin spoke in the same vein: “It all depends on whether this project will interest our advertisers”. He is not sure that he will install the ROMIR and Gemius counter on the portal, reports Kommersant.
')
Representatives of advertising agencies believe that for one more meter there is a place in the market. They, explaining that their customers, first of all, are still guided by TNS figures, report that it will be interesting to compare the data of two researchers. According to Andrey Molev, director of the digital media agency at Optimum Media Buying , there has always been a shortage of professional research in RuNet, so the new tool will be in demand.
Source: https://habr.com/ru/post/4888/
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