As part of the Digital Media Planning Academy in Zagreb, the Digital Training Academy and INAMA invited the research team from Gemius to present some of their insights into online marketing and media selection. In workshops we took a live case study and researched which sites we could plan it on. The group selected luxury automotive brand Mercedes and picked a target segment of older 50+ males to see whether the web could be a useful medium. This is a highly educated and upmarket audience, and quickly we found where they were on the web.
Visit www.gemius.com for more information and to learn about how online panel toolkits and planning tools can help build out the effectiveness of your media planning.