Online audience study… gemiusAudience… comprehensive measurement… socio-demographical data and preferences of the internet users… media planning tool… – surely most of measuretheweb.com readers are acquainted with these concepts to some extent. But just as many scientists would like to witness the Big Bang, the origin of the universe, many of those interested in the online reality would like to gain more information on how a comprehensive internet audience measurement is introduced on a given market. Is it a painless process? Or, as with all great undertakings, several problems are obviously encountered at the beginning? And, most of all, why is it worth to decide on an introduction of a common measurement currency? These notions can be readily elaborated upon basing on the experience from the Israeli market where the first gemiusAudience study results have recently been published.

Santa Claus is coming to town with the accompaniment of jingle bells… We are sure you know such festive season songs very well… and sometimes you even get sick and tired of them, when you hunt for Christmas gifts. Obviously, not everyone likes to spend their time in shopping malls, but cheer up… there is an alternative – online shopping! The Free Shipping Day, a concept which came to Europe from the US, and is adapted by many e-stores in the Netherlands, United Kingdom and Poland, can surely encourage to shop online. But is it enough to make internet purchase a custom for Santa?

What does your floor has to do with the tropical deforestation in Borneo? A plastic bag with the death of the sea turtles? WWF brings answers to these and many other questions in its new social advertising campaign “SOS to the World”, accompanied by the research conducted by IIBR (Gemius Group).

A vast majority of interactive market experts all over the globe believe that the year 2012 will see a breakthrough in the online video. For some years already, Poland has also been expecting a significant rise in video ad spends. However, despite the fact that these expenses more than doubled in 2010 alone, they still account for only 2.2 percent of the entire internet advertising campaigns budgets (data from IAB AdEx 2010 FY). A slightly more dynamic growth is seen in the share of video content in display type ads: from 2 percent in 2009 to 5 percent in 2010 – according to the same research project, last year’s online ad campaign budgets earmarked 45 percent for display adverts.