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gemiusTraining on Internet Research

Introduction to Media Research

Introduction to different types of media research (e.g. radio, print, television). Provides an initial overview of different approaches to online audience measurement (e.g. site-centric, user-centric). Presents an overview of different intenret audience measurement standards from around the world.

Introduction to the Local gemiusAudience Standard

Provides an overview of research agencies offering Internet audience measurement in your local country. Describes the different types of research used by advertisers, media agencies, brokers, advertising networks and online publishers. Explains the current internet audience measurement situation and explains the role of gemiusAudience in your marketplace.

Site-centric Research

Explains site-centric research, focusing on the different methods of site-centric research. Defines the metrics that are used and the most-popular site-centric solutions. Explains how site-centric research can be used by horizontal portals, vertical portals and advertising networks. Discusses the role of site-centric research in targeting, geolocation, loyalty-tracking, usability research and campaign performance.

User-centric Research

Explains user-centric research, focusing on various methodologies of user-centric audience measurement. Analyzes the collcetion and analaysis methods, comparing different approaches from leading global providers. Discusses the benefits and techniques of employing user-centric research in advertising sales organizations. Discusses the gemiusExplorer media planning tool.

Comparison: Site-centric vs. User-centric Research

Comparison between site-centric and user-centric research. Explains where their differences and similarities lie and how the two approaches can be used in parallel to provide maximum benefit to your ad-sales organization.

Forms of Online Advertising

Discusses the most popular forms of online advertising, including banners, buttons, skyscrapers, pop-ups and pop-unders. Discusses IAB-based standardization as well as rich-media formats (e.g. megabanners, out-banners, brandmarks, stitials, toplayers, watermarks, etc.). Provides various case studies and examples of effective advertising design. Discusses e-mail advertising in newsletters and means of measuring campaign performance.

Planning Online Campaigns

Discusses the goal and target group of the campaign. Analyzes Internet usage of the target group (using research). Shows how to select placements for the media plan. Trains in using various indicators and metrics used in the planning process. Provides an overview of different payment models in online advertising. Introduces ad server technology. Provides case studies and examples of online media plans. Provides a brief overview of agencies and brokers active in the local interactive industry.

The Advertising Offer

Provides the elements of an effective advertising offer and how research can be incorporated to make a compelling pitch.

The Competition

Provides a brief overview of the largest competitive web sites. Compares the forms of advertising available on competitors’ sites and the sales models offered by those sites. Compares the content and design of competitors’ web sites allowing for a discussion of differentitaion between your proposition and that of your competition’s.

Sales Methods

Discussion of various sales models, including agencies/brokers and direct sales. Discusses cross-selling and up-selling, including terms, methods and case studies. Discusses means of eliminating client objections and financial negotiations. Includes practical role-playing in groups.

For more information on gemiusTraining, please contact Artur Zawadzki