Digital Eye

The Digital Eye method was developed on the basis of the research conducted by "Yandex" together with OMI company. Selection was 30 thousand human. To respondents questions as long they watch TV and how often spend time on the Internet were set. The result of a research showed what can be defined, the Internet user watches TV or does not look, relying on the general set of criteria: a set of search queries, session duration on the Internet, attendance of the specific^[1].

This model is available to clients of the media communication Vivaki Russia group on an exclusive basis.

The purchasing director of not television media of Vivaki Alexey Vasilenko told about advantage of Digital Eye to the agency and clients of group: "A system allows us to target more accurately the advertizing message and to cover only that audience which is necessary for us, namely — users who spend a little time at the TV screen. And, on the contrary, to select those who watch TV regularly. It allows to increase efficiency of advertizing messages and to optimize advertizing budgets".

Till June 10, 2012 the option was already used by such companies as Mars, Samsung and Avon.

"This requirement grew as the scope of the Internet increased and the audience which does not watch TV grew, but it is achievable by means of Internet communication. New targeting allows to cover all largest media channels" — the head of group on work with Russian explains Yandex media companies Tatyana Komarova. Optimization of an advertizing budget is that the client should not pay for viewing advertizing by the same user twice.

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