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Online Media Measurement Project Kicks Off in Israel
Online research firms Gemius and the Market Watch Institute, together with media marketer Erez Bahat, have signed a four-year contract with the Joint Industry Committee (JIC) of the Israeli Association for Internet Rating Measurement, to provide an online media currency for the country.
The Israeli Association for Internet Rating Measurement was established by the country's leading online ad agencies, and its largest media web sites and publishers, in order to promote better standards of online media measurement.
Its online measurement project - known as gemiusAudience - will enable marketers to plan campaigns that target specific audiences, using an industry-approved system similar to the Television Audience Measurement (TAM), or other offline media (TGI).
Gemius and the Market Watch Institute were awarded the contract after pitching against other international players such as comScore, TNS and Nielsen/Netratings.
Sagi Stunis, General Manager of the Israeli JIC, comments: 'The introduction of the online market currency is a milestone for digital media, as for the first time, agencies and advertisers will be able to confidently plan campaigns using a single market currency.'
An online user panel has already been recruited, and the first results of the gemiusAudience project are scheduled for delivery in the middle of the year.
Web sites: www.gemius.com and www.marketwatch.co.il .
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