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Gemius to research Turkish internet market

2009-07-29

The international research company Gemius currently does business in twenty-one foreign markets and recently won a tender for analysing the Turkish internet audience which was submitted by IAB Turkey. During the tender, Gemius defeated its two main adversaries, Nielsen and comScore thus achieving one of its chief foreign policy goals for this year.

At a press conference held on 25 June 2009, IAB Turkey officially announced its decision.

The President of IAB Turkey, Levent Erden, emphasised that the company’s primary objective is to obtain a reasonable share in advertising budgets next year, adding that: “Internet Audience Measurement will be one of the major tools to develop the interactive market even faster in Turkey. The selection process for a research company was conducted extremely scrupulously. All major companies were invited and three were shortlisted out of the original seven. Gemius was selected for its efficient methodology and its ability to respond to the requirements of the market with success.”

In cooperation with IPSOS KMG, Gemius will undertake a research study using gemiusAudience. Gemius will provide the know-how and methodology as well as the development of the study while IPSOS KMG will be responsible for customer service and technical support.

“I am extremely happy we have launched this most advanced of audience hybrid methodology measurements in Turkey. IAB Turkey has taken an important step in choosing research that will greatly benefit the market using expertise gained from the perspective of both emerging and developed markets. I strongly believe that initiating internet audience measurements will stimulate the rapid growth of the Turkish internet market and will dramatically boost internet ad spends,” says Filip Pieczyński, vice-president of Gemius SA.

The gemiusAudience research study that has recently been introduced into the Turkish internet market will integrate user-centric and site-centric measurements as well as offline structural data. The user-centric measurement will make it possible to gain information on the use of web sites, online services and applications used by internet users. In order to ensure this, a representative group of panellists will be selected, that is internet users who will have decided to take part in the research. The site-centric measurement will provide information on traffic generated on over 200 researched web sites standardised by IAB Turkey. Offline structural data describing the demographics of the internet user population will be delivered by IPSOS KMG.

Gemius will also assist IAB Turkey in activities dedicated to educating the Turkish internet market. The company will carry out a series of training sessions concerning the gemiusAudience and gemiusTraffic research methodology (research studies of traffic on web sites offering real-time data), the analysis of statistics and the interpretation of data.

Gemius was established in Poland in 1999. Over the last 6 years Gemius has been developing right across Europe focusing on Central and Eastern Europe, the Scandinavian countries and Western markets such as Austria and the United Kingdom.

Download the complete version of the press release in the Word format

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