agof’s coverage currency
In the daily digital facts study, coverage is defined in Unique Users.
It is the objective and task of agof to provide and continuously improve the digital currency in the market in the form of their studies.
To be recognized as a currency, daily digital facts has to fulfill certain requirements – just like the previous studies internet facts, mobile facts and digital facts. From a media planning perspective, these include providing coverage and audience composition data for all relevant web sites and apps and their booking units and, in addition, data that can be counted using media planning tools, so that the data sensibly support the creation of media plans. Necessary requirements from a methodological perspective are compliance with quality criteria of empirical social research such as validity, reliability and representativity of the results. And finally, important requirements from the market must be fulfilled; i.e. an electronic medium such as the Internet requires technical measurements as an important part of the method.
The methodological basis
Thus, the methodological basis of daily digital facts combines several survey approaches to measure media properly: central to this study is the technical measurement of media consumption (baseline survey). It is complemented by an on-site or in-app survey on participating offerings. The data sources are rounded off by telephone surveys that gather results representative of the population. Coverage and structural data of online advertising media can only be determined if all these factors are combined. To this end, the individual segments are linked in an innovative process.
Central to agof’s digital coverage currency, daily digital facts is the common definition of an advertising medium’s coverage used in media and advertising research. It describes the portion (percentage) of the population or another target group having or having had contact with this very advertising medium at a certain time or period of time.
agof’s most important feature that is made available to the market since the introduction of their first study internet facts is the conversion of Unique Clients into Unique Users; i.e. users in front of their screens. With the introduction of digital facts, it became possible to make an overlap-free conversion from stationary to mobile offerings for the very first time.
The various components of this multi-method model fulfill the following functions:
The main pillar is described as the technical measurement of all contacts on stationary and mobile advertising media (web sites and apps) taking part in the study. The complete technical survey on the usage takes into account all devices and is accurate to the millisecond. It lays the foundation for further processing based on technical clients. To this end, page impressions and technically measurable usage parameters (quality grade, time of usage, etc.) are collected. The identified devices are referred to as Unique Clients. The measurement is carried out via INFOnline’s Java script code SZMnG or the respective app library.
While Unique Clients account for the population of the technical measurement, the on-site and in-app surveys serve as a means to generate information on the audience behind the browsers or clients, respectively. Here, the population consists of Internet users over 16 years of age. Apart from sociodemographic parameters that describe persons, the on-site and in-app surveys also collect data on the usage of various devices and browsers.
Using these data and a combined dynamic profiling and modeling procedure to create dynamic micro clusters, the qualified Unique Clients (i.e. clients adjusted for non-human access) are converted into Unique Users, the heart of the digital currency: Ideal types of audience profiles are created from clients providing audience data that has been collected through both technical measurement and online surveys (profiling). On a weekly basis, all clients fulfilling the predefined requirements undergo a profiling process directly within the measuring system. With the help of information gained from the on-site/in-app surveys, sociodemographic characteristics are, according to the principle of similarity or identity, predicted or projected onto clients without any survey information (modeling). Using these qualified clients containing profile information it is now possible to create Unique Users in different constellations (see below).
To set the corresponding parameters, a representative, large sample size telephone survey (CATI) is conducted to determine the proportion of the Internet audience to the entire population.
It fulfills three tasks: firstly, it defines and describes the population of the German-speaking Internet audience, secondly it collects data of non-Internet users, and thirdly it identifies parameters that describe persons necessary for the creation of marketing-relevant target groups. This includes detailed sociodemographic information, market and industry data as well as information on the participants’ attitudes.
Together with the special data collected in the CATI survey, select market information from the leading market media studies VuMA Touchpoints and best for planning is integrated into the daily digital facts study since 2018.
The outcome CATI survey serves to create Unique Users from the abovementioned technical clients, either by combining various types of users schematically or with the help of already existing technical bridges. A user may consist of various numbers and combinations of clients – for instance, some users access the Internet with only one browser and one computer, others have three different desktop browsers, a smartphone and a tablet. This is how the users’ cross-media usage is reproduced. From these available Unique Users, a virtual panel of approx. 150,000 cases is assembled. The structure and composition of the panel correspond to the parameters gained from the CATI survey.
When maintaining the panel, phenomena affecting the processing, such as deleting cookies on clients, are also considered: Once a client integrated into the panel is classified as a “cookie deleter”, it will be replaced by an appropriate client to preserve the data quality and validity.
Based on this virtual panel, daily digital facts is compiled every day over night. It is made available to the market the following morning. Using the outcome of the technical survey, the user data measured in the panel are grossed up to the total population (online), adjusted and enriched with information relevant for planning. The result is a planning data record consisting of data that can be counted. They are updated daily and made available in the evaluation and planning tool TOP for analysis and media planning purposes. It contains all established and proven parameters of agof.
- Unique Users (net coverage)
- Contacts (gross coverage)
- Sociodemographic characteristics
- Market data
- Psychographic characteristics („statements“)
For the first time, daily digital facts makes it possible to define individual evaluation and planning periods to reflect the dynamics of the Internet. If required, individual days may now be combined, certain weeks may be considered, or only specific events may be planned.
All information on current results and on the daily digital facts study per se can be found here.