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Bulgaria, Czech
Republic, Hungary,
Poland, Romania,
Slovakia -
the most popular and effective
display ads




gemiusAdMonitor report
H2 2011

Warsaw, May 2012
Contents

  About the report                 3

  Most popular advertising forms   5

  Chosen market sectors            17

  Methodology and definitions      30
About the report                 3

Most popular advertising forms   5

Chosen market sectors            17

Methodology and definitions      30
// gemiusAdMonitor

About the report

       gemiusAdMonitor is a periodic report prepared by Gemius. The source of data is the gemiusDirectEffect/AdOcean research,
       which is the leading online advertisement monitoring system in the CEE region. gemiusAdMonitor presents a ranking of most
       popular online ad formats and a wide range of indicators for display campaigns. The report also describes the advertising
       activity within chosen sectors of online market such as: finance, telecommunication and other.


       What can be found in a standard gemiusAdMonitor report?

   –    Most often used ad formats,
   –    Average number of impressions per creative for given ad formats,
   –    Average number of clicks per creative for given ad formats,
   –    Average CTR for most often used ad formats,
   –    Share of campaigns using specific ad formats,
   –    Share of campaigns by sectors,
   –    Share of ad impressions by sectors,
   –    Share of ad clicks by sectors,
   –    Average CTR for specific sectors,
   –    Average number of ad impressions per campaign by specific sectors,
   –    Average number of ad clicks per campaign by specific sectors,
   –    Most often used ad formats by sectors.
About the report                 3

Most popular advertising forms   5

Chosen market sectors            17

Methodology and definitions      30
// gemiusAdMonitor

Average CTR by country

            0,60%    0,56%


            0,50%              0,49%


            0,40%                        0,36%      0,36%
                                                                       0,32%
            0,30%
                                                                                             0,23%
            0,20%


            0,10%


            0,00%
                     Poland   Slovakia   Hungary   Bulgaria           Czech               Romania
                                                                     Republic




                                                                                    Source: gemiusDirectEffect/AdOcean 2011 H2
                                                        Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor

Share of campaigns using specific ad formats
- Bulgaria
                          100%    94,8%                                                                                  4,00%

                          90%
                                                                                                                         3,50%
                          80%
                                                                                                                         3,00%
                          70%
                                                                                                                         2,50%
         Campaign share




                          60%




                                                                                                                                    CTR / UCTR
                          50%                                                                                            2,00%

                          40%
                                                                                                                         1,50%
                          30%
                                                                                                                         1,00%
                          20%
                                           11,2%
                                                                                                                         0,50%
                          10%
                                                      2,1%       1,7%     1,5%           1,4%             0,5%
                           0%                                                                                            0,00%
                                 Regular Wallpaper   xHtml     Expand    Video         Article          Preroll
                                 Banners

                                                     Campaign share     Average CTR



                                                                                                         Source: gemiusDirectEffect/AdOcean 2011 H2
                                                                             Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor

Share of campaigns using specific ad formats
- Czech Republic
                             100%        93,8%                                                                             1,20%

                             90%
                                                                                                                           1,00%
                             80%

                             70%
                                                                                                                           0,80%
            Campaign share




                             60%




                                                                                                                                      CTR / UCTR
                             50%                                                                                           0,60%

                             40%
                                                                                                                           0,40%
                             30%                                 26,1%

                             20%                                                                14,3%                      0,20%
                             10%

                              0%                                                                                           0,00%
                                    Regular Banners             Article                         Video


                                                      Campaign share      Average CTR



                                                                                                                    Source: gemiusDirectEffect 2011 H2
                                                                             Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor

Share of campaigns using specific ad formats
- Hungary

                          100%   94,5%                                                                                                4,50%
                          90%                                                                                                         4,00%
                          80%                                                                                                         3,50%
                          70%
                                                                                                                                      3,00%
         Campaign share




                          60%
                                                                                                                                      2,50%




                                                                                                                                                 CTR
                          50%
                                                                                                                                      2,00%
                          40%
                                                                                                                                      1,50%
                          30%
                                         21,5%
                          20%                                                                                                         1,00%
                                                 10,5%
                                                         7,8%   7,8%   7,6%                                                           0,50%
                          10%                                                 5,7%      5,3%       3,4%       2,3%        2,1%
                           0%                                                                                                         0,00%




                                                           Campaign share      Average CTR




                                                                                                                            Source: gemiusDirectEffect 2011 H2
                                                                                     Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor

Share of campaigns using specific ad formats
- Poland
                           100%                                                                                                           3,00%
                           90%    86,0%
                                                                                                                                          2,50%
                           80%
                           70%
                                                                                                                                          2,00%
          Campaign share




                           60%




                                                                                                                                                     CTR
                           50%                                                                                                            1,50%
                           40%
                                                                                                                                          1,00%
                           30%
                                          18,2%
                           20%
                                                  12,4% 11,0%
                                                              9,9%   9,8%                                                                 0,50%
                                                                            7,7%   6,8%
                           10%                                                            5,1%    3,6%
                                                                                                            0,8%     0,7%      0,6%
                            0%                                                                                                            0,00%




                                                             Campaign share          Average CTR




                                                                                                                                 Source: gemiusDirectEffect 2011 H2
                                                                                          Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor

Share of campaigns using specific ad formats
- Romania
                           100%   94,5%                                                                                       7,00%
                           90%
                                                                                                                              6,00%
                           80%
                           70%                                                                                                5,00%
          Campaign share




                           60%
                                                                                                                              4,00%




                                                                                                                                         CTR
                           50%
                                                                                                                              3,00%
                           40%
                           30%                                                                                                2,00%
                           20%
                                                                                                                              1,00%
                           10%            4,9%   4,6%     3,7%      1,9%         1,7%           1,0%            0,6%
                            0%                                                                                                0,00%




                                                   Campaign share          Average CTR




                                                                                                          Source: gemiusDirectEffect/AdOcean 2011 H2
                                                                              Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor

Share of campaigns using specific ad formats
- Slovakia

                          120%                                                                                       4,00%

                                 96,8%                                                                               3,50%
                          100%
                                                                                                                     3,00%
                          80%
         Campaign share




                                                                                                                     2,50%




                                                                                                                                CTR
                          60%                                                                                        2,00%

                                                                                                                     1,50%
                          40%
                                                                                                                     1,00%
                          20%
                                                                                                                     0,50%
                                         5,7%
                                                 2,4%       2,2%     1,8%           1,8%              0,6%
                           0%                                                                                        0,00%




                                                Campaign share     Average CTR




                                                                                                   Source: gemiusDirectEffect/AdOcean 2011 H2
                                                                       Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor

Top 5 most popular ad formats - Share of campaigns (1/2)


                           300x250                                                                                 71,5%
                            728x90                        21,4%
          Bulgaria



                           300x600           5,9%
                           960x200        2,5%
                           940x210        2,3%
                           300x300
          Czech Republic




                                                                                            53,0%
                           970x210                                            39,3%
                           300x600                                          37,7%
                           300x250                                          36,9%
                           480x300                                  31,4%
                           300x250                                                                       64,9%
                            728x90
          Hungary




                                                                                                       61,9%
                           250x250                                                             54,8%
                           468x120                                                     49,1%
                           330x247                                      35,9%

                                     0%      10%    20%       30%       40%           50%       60%        70%           80%




                                                                                                               Source: gemiusDirectEffect/AdOcean 2011 H2
                                                                                                                             Analysed ads: Regular banners
// gemiusAdMonitor

Top 5 most popular ad formats - Share of campaigns (2/2)


                     750x200                                                               55,2%
                     300x250                                              31,9%
          Poland



                     750x300                                      25,1%
                     300x600                             15,6%
                     750x100                      9,7%
                     300x250                                                                                 72,3%
          Romania




                      728x90                                                                       63,2%
                     160x600                                                34,0%
                     728x300        0,8%
                     500x400        0,6%
                     300x300                                                              53,5%
                     320x320
          Slovakia




                                                          17,3%
                     950x100               4,9%
                     960x100           3,7%
                     460x300          3,5%

                               0%           10%          20%       30%        40%   50%     60%       70%          80%




                                                                                                      Source: gemiusDirectEffect/AdOcean 2011 H2
                                                                                                                    Analysed ads: Regular banners
// gemiusAdMonitor

Top 5 most popular ad formats – Average CTR (1/2)


                           940x210                                                         1,03%
                           960x200
          Bulgaria


                                                                    0,51%
                           300x600                          0,37%
                           300x250               0,22%
                            728x90       0,15%
                           300x600
          Czech Republic




                                                         0,31%
                           970x210               0,23%
                           480x300          0,19%
                           300x250       0,15%
                           300x300       0,14%
                           330x247                          0,36%
                            728x90
          Hungary




                                                    0,28%
                           300x250                 0,26%
                           250x250       0,14%
                           468x120       0,14%

                                 0,00%   0,20%            0,40%      0,60%   0,80%   1,00%           1,20%




                                                                                        Source: gemiusDirectEffect/AdOcean 2011 H2
                                                                                                      Analysed ads: Regular banners
// gemiusAdMonitor

Top 5 most popular ad formats – Average CTR (2/2)


                     750x100              0,44%
                     750x300        0,27%
          Poland



                     300x250       0,23%
                     750x200       0,21%
                     300x600      0,17%
                     500x400                                                                     3,64%
          Romania




                     728x300          0,38%
                     300x250      0,17%
                      728x90      0,14%
                     160x600      0,13%
                     320x320                             1,07%
                     460x300
          Slovakia




                                      0,36%
                     300x300        0,28%
                     960x100        0,26%
                     950x100       0,21%

                           0,0%      0,5%         1,0%       1,5%   2,0%   2,5%   3,0%   3,5%        4,0%




                                                                                          Source: gemiusDirectEffect/AdOcean 2011 H2
                                                                                                        Analysed ads: Regular banners
About the report                 3

Most popular advertising forms   5

Chosen market sectors            17

Methodology and definitions      30
// gemiusAdMonitor

Share of ad impressions by sector - Bulgaria
   1,7%
   1,2%                                                 Leisure Time
   0,9%                                                 Finance, Insurance, Brokerage
   0,4%
   0,2%                                                 Food
                         6,7%
                                       18,3%            Telecommunications
           2,6%
          3,2%                                          Automotive
                                                        Trade
      3,9%
                                                        Computers and Audio Video
     4,1%                                               Household Equipment, Furniture And Decorations

                                                15,2%   Media, Books, CD & DVD
     4,2%
                                                        Travel, Tourism, Hotels & Restaurants
                                                        Clothing & Accessories
          8,9%
                                                        Beverages and Alcohol
                                         9,8%           Pharmaceuticals
                  9,3%                                  Personal Care and Hygiene
                                9,6%
                                                        Real Estate
                                                        Household Products
                                                        Other




                                                                          Source: gemiusDirectEffect/AdOcean 2011 H2
// gemiusAdMonitor

Ranking of the sectors with highest average CTR –
Bulgaria*
                                Pharmaceuticals
                                           Trade
                          Beverages and Alcohol
                                     Automotive
 Household Equipment, Furniture And Decorations
                             Household Products
                                      Real Estate
                      Personal Care and Hygiene
                   Finance, Insurance, Brokerage
                     Computers and Audio Video
                                            Food
            Travel, Tourism, Hotels & Restaurants
                            Telecommunications
                                    Leisure Time
                        Media, Books, CD & DVD
                          Clothing & Accessories


                                                    *Exact average CTR values per sector are
                                                    available in paid version of the report


                                                                        Source: gemiusDirectEffect/AdOcean 2011 H2
// gemiusAdMonitor

Share of ad impressions by sector - Czech Republic
   1,8%                                Finance, Insurance, Brokerage
   1,3%
   0,1%                                Beverages and Alcohol
                     5,9%              Automotive
             1,9%
           2,1%                        Telecommunications
         2,2%
                               30,9%   Food
        2,2%
      2,8%                             Trade

     3,3%                              Personal Care and Hygiene

                                       Computers and Audio Video
     5,3%
                                       Household Equipment, Furniture And Decorations

                                       Real Estate

          11,8%                        Pharmaceuticals
                             14,3%     Travel, Tourism, Hotels & Restaurants

                     14,1%             Household Products

                                       Clothing & Accessories

                                       Other




                                                                Source: gemiusDirectEffect 2011 H2
// gemiusAdMonitor

Ranking of the sectors with highest average CTR – Czech
Republic*
                        Clothing & Accessories
                                         Food
                        Beverages and Alcohol
                     Personal Care and Hygiene
                  Computers and Audio Video
                          Telecommunications
                              Pharmaceuticals
                Finance, Insurance, Brokerage
                                  Automotive
         Household Equipment, Furniture And…
         Travel, Tourism, Hotels & Restaurants
                                        Trade
                           Household Products
                                   Real Estate


                                                 *Exact average CTR values per sector are
                                                 available in paid version of the report

                                                                          Source: gemiusDirectEffect 2011 H2
// gemiusAdMonitor

Share of ad impressions by sector – Hungary
    1,4%                                         Finance, Insurance, Brokerage
    0,6%
    0,1%                                         Telecommunications

                          7,0%                   Automotive
              1,8%
            2,2%                                 Media, Books, CD & DVD
           2,2%                                  Beverages and Alcohol
           2,5%                          33,4%
                                                 Household Equipment, Furniture And Decorations
        3,4%
                                                 Food
       3,4%
                                                 Personal Care and Hygiene
       4,3%
                                                 Pharmaceuticals
        4,6%                                     Computers and Audio Video

                                                 Trade

                  13,2%                          Travel, Tourism, Hotels & Restaurants
                                 20,1%
                                                 Clothing & Accessories

                                                 Leisure Time

                                                 Other




                                                                          Source: gemiusDirectEffect 2011 H2
// gemiusAdMonitor

Ranking of the sectors with highest average CTR –
Hungary*
                       Media, Books, CD & DVD
                                   Leisure Time
                      Personal Care and Hygiene
                     Computers and Audio Video
                         Beverages and Alcohol
                               Pharmaceuticals
          Household Equipment, Furniture And…
                         Clothing & Accessories
                           Telecommunications
                 Finance, Insurance, Brokerage
                                   Automotive
                                          Food
          Travel, Tourism, Hotels & Restaurants
                                         Trade


                                                  *Exact average CTR values per sector are
                                                  available in paid version of the report

                                                                          Source: gemiusDirectEffect 2011 H2
// gemiusAdMonitor

Share of ad impressions by sector - Poland
                                             Telecommunications
   0,8%
   0,7%                                      Trade
   0,6%
   0,3%                                      Finance, Insurance, Brokerage
   0,2%              1,6%   2,8%             Automotive
                   2,2%
                 2,7%                        Media, Books, CD & DVD
            2,9%                    25,8%
                                             Personal Care and Hygiene
          4,0%
                                             Food

     5,6%                                    Travel, Tourism, Hotels & Restaurants
                                             Leisure Time
                                             Beverages and Alcohol
     7,8%
                                             Household Equipment, Furniture And Decorations
                                             Pharmaceuticals
                                     17,9%
                                             Clothing & Accessories
            10,1%
                                             Computers and Audio Video

                            14,2%            Real Estate
                                             Household Products
                                             Other




                                                                      Source: gemiusDirectEffect 2011 H2
// gemiusAdMonitor

Ranking of the sectors with highest average CTR –
Poland*
                              Household Products
                                             Food
                                     Leisure Time
                            Beverages and Alcohol
                        Personal Care and Hygiene
                              Telecommunications
                         Media, Books, CD & DVD
                           Clothing & Accessories
 Household Equipment, Furniture And Decorations
                                      Automotive
                                  Pharmaceuticals
            Travel, Tourism, Hotels & Restaurants
                                            Trade
                      Computers and Audio Video
                     Finance, Insurance, Brokerage
                                       Real Estate


                                                     *Exact average CTR values per sector are
                                                     available in paid version of the report

                                                                         Source: gemiusDirectEffect 2011 H2
// gemiusAdMonitor

Share of ad impressions by sector - Romania

                                               Trade
   1,5%
   1,2%                                        Finance, Insurance, Brokerage
   0,7%
   0,4%                                        Leisure Time
   0,4%              8,4%
                                               Telecommunications
        1,9%                        25,5%      Automotive
       1,9%
                                               Media, Books, CD & DVD
      2,0%
      2,4%                                     Beverages and Alcohol
                                               Real Estate
     4,3%
                                               Food
     4,3%                                      Personal Care and Hygiene
                                               Travel, Tourism, Hotels & Restaurants
          7,0%                         13,8%
                                               Computers and Audio Video
                                               Household Equipment, Furniture And Decorations
                 11,6%                         Pharmaceuticals
                            12,8%
                                               Clothing & Accessories
                                               Household Products
                                               Other



                                                                 Source: gemiusDirectEffect/AdOcean 2011 H2
// gemiusAdMonitor

Ranking of the sectors with highest average CTR –
Romania*
                           Clothing & Accessories
                                     Leisure Time
                                             Food
                         Media, Books, CD & DVD
                        Personal Care and Hygiene
                            Beverages and Alcohol
                              Household Products
                                      Automotive
  Household Equipment, Furniture And Decorations
             Travel, Tourism, Hotels & Restaurants
                             Telecommunications
                                       Real Estate
                                  Pharmaceuticals
                      Computers and Audio Video
                                            Trade
                     Finance, Insurance, Brokerage


                                                     *Exact Average CTR values per sector are
                                                     available in paid version of the report

                                                                     Source: gemiusDirectEffect/AdOcean 2011 H2
// gemiusAdMonitor

Share of ad impressions by sector - Slovakia
    0,8%                                        Finance, Insurance, Brokerage
    0,7%
    0,6%                                        Personal Care and Hygiene
    0,5%
    0,3%                                        Telecommunications
    0,1%             10,8%
                                                Trade

         2,1%                                   Food
        2,5%                            32,2%   Automotive

        3,3%                                    Clothing & Accessories
                                                Beverages and Alcohol
       4,1%
                                                Media, Books, CD & DVD

       5,7%                                     Household Equipment, Furniture And Decorations
                                                Computers and Audio Video

           6,4%                                 Household Products
                                     11,9%      Pharmaceuticals
                  6,6%
                                                Real Estate
                             11,4%
                                                Travel, Tourism, Hotels & Restaurants
                                                Leisure Time
                                                Other




                                                               Source: gemiusDirectEffect/AdOcean 2011 H2
// gemiusAdMonitor

Ranking of the sectors with highest average CTR –
Slovakia*
                              Telecommunications
                              Household Products
                                      Automotive
                            Beverages and Alcohol
                     Finance, Insurance, Brokerage
                           Clothing & Accessories
                                       Real Estate
                                  Pharmaceuticals
 Household Equipment, Furniture And Decorations
                                             Food
                                            Trade
                                     Leisure Time
            Travel, Tourism, Hotels & Restaurants
                         Media, Books, CD & DVD
                        Personal Care and Hygiene
                      Computers and Audio Video

                                                     *Exact average CTR values per sector are
                                                     available in paid version of the report


                                                                      Source: gemiusDirectEffect/AdOcean 2011 H2
About the report                 3

Most popular advertising forms   5

Chosen market sectors            17

Methodology and definitions      30
// Methodology

Methodology

      •    The source of the data is the gemiusDirectEffect research, which is one of the most
           frequently used advertisement monitoring systems in the CEE region. On some markets
           (Romania and Bulgaria) the source of data is also Gemius adserver – AdOcean.


      •    Formats typical for mailing were excluded from the research.


      •    All campaigns that took place in the scrutinised quarter were included in the research,
           except those with less than 1000 impressions recorded in the analysed period.


      •    The presented data on ad impressions concerns cookie impressions.


      •    17 market sectors were distinguished for the research.


      •    In the most popular sectors, the ‘others’ category includes all branches with the value
           of occurrence below 5.
// Definitions of concepts

Definitions of terms (1/2)

       •     Creative – a graphic, static or dynamic, advertisement placed on websites
       •     Creative form – a type of creative; the different names of creative forms depend on the
             size and the manner in which they are displayed (e.g. Scroll, Expand, toplayer).
       •     Ad format – the size of a creative expressed in pixels (e.g. 300x300).
       •     Ad impression – a single instance of a creative being displayed.
       •     Campaign – a marketing campaign in which specific creatives are displayed.
       •     Most often used ad formats – the relation between the number of each of creatives
             being one of 15 most popular forms of creatives to the overall number of creatives.
       •     Average number of impressions per creative for given ad formats – average number of
             cookie impressions per creative in a given creative form.
       •     Average number of ad impressions per campaign by sectors – the number of cookie
             impressions for a given sector by the number of campaigns in these sectors.
       •     Average number of clicks per creative for given ad formats – average number of
             cookie clicks per creative in a given creative form.
// Definitions of concepts

Definitions of terms (2/2)

       •     Average CTR (Click Through Ratio) – average of quotients (cookie clicks/cookie
             impressions) for each creative of a given ad format.
       •     Share of campaigns using specific ad formats – the percentage of campaigns that use a
             given creative format in the total number of campaigns.
       •     Share of campaigns by sectors - the percentage of campaigns in a given sector in the
             total number of campaigns.
       •     Share of ad impressions by sectors – the percentage of cookie impressions for a given
             sector in the total number of impressions.
       •     Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in the
             total number of clicks.
       •     Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in the
             total number of clicks.
       •     Most often used ad formats by sectors – top three most often used ad formats in
             particular sectors.
// About Gemius

Gemius – gemiusAdMonitor provider
   •    a global company and the no. 1 choice in EMEA, provides consultancy and expertise on
        consumer behaviour in the digital world
   •    ‘one stop shop’ for everyone who needs to measure a website, plan and deliver effective online
        campaigns or use the internet as a communication channel
Join us global @:           Contact:

Facebook.com/GemiusGroup    Contry Manager
Twitter.com/Gemius          Kaspars Driķis
Slideshare.net/Gemius_com   kaspars.drikis@gemius.com
YouTube.com/wwwGemiusCom
                            Twitter.com/GemiusLV

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  • 2. Contents About the report 3 Most popular advertising forms 5 Chosen market sectors 17 Methodology and definitions 30
  • 3. About the report 3 Most popular advertising forms 5 Chosen market sectors 17 Methodology and definitions 30
  • 4. // gemiusAdMonitor About the report gemiusAdMonitor is a periodic report prepared by Gemius. The source of data is the gemiusDirectEffect/AdOcean research, which is the leading online advertisement monitoring system in the CEE region. gemiusAdMonitor presents a ranking of most popular online ad formats and a wide range of indicators for display campaigns. The report also describes the advertising activity within chosen sectors of online market such as: finance, telecommunication and other. What can be found in a standard gemiusAdMonitor report? – Most often used ad formats, – Average number of impressions per creative for given ad formats, – Average number of clicks per creative for given ad formats, – Average CTR for most often used ad formats, – Share of campaigns using specific ad formats, – Share of campaigns by sectors, – Share of ad impressions by sectors, – Share of ad clicks by sectors, – Average CTR for specific sectors, – Average number of ad impressions per campaign by specific sectors, – Average number of ad clicks per campaign by specific sectors, – Most often used ad formats by sectors.
  • 5. About the report 3 Most popular advertising forms 5 Chosen market sectors 17 Methodology and definitions 30
  • 6. // gemiusAdMonitor Average CTR by country 0,60% 0,56% 0,50% 0,49% 0,40% 0,36% 0,36% 0,32% 0,30% 0,23% 0,20% 0,10% 0,00% Poland Slovakia Hungary Bulgaria Czech Romania Republic Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 7. // gemiusAdMonitor Share of campaigns using specific ad formats - Bulgaria 100% 94,8% 4,00% 90% 3,50% 80% 3,00% 70% 2,50% Campaign share 60% CTR / UCTR 50% 2,00% 40% 1,50% 30% 1,00% 20% 11,2% 0,50% 10% 2,1% 1,7% 1,5% 1,4% 0,5% 0% 0,00% Regular Wallpaper xHtml Expand Video Article Preroll Banners Campaign share Average CTR Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 8. // gemiusAdMonitor Share of campaigns using specific ad formats - Czech Republic 100% 93,8% 1,20% 90% 1,00% 80% 70% 0,80% Campaign share 60% CTR / UCTR 50% 0,60% 40% 0,40% 30% 26,1% 20% 14,3% 0,20% 10% 0% 0,00% Regular Banners Article Video Campaign share Average CTR Source: gemiusDirectEffect 2011 H2 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 9. // gemiusAdMonitor Share of campaigns using specific ad formats - Hungary 100% 94,5% 4,50% 90% 4,00% 80% 3,50% 70% 3,00% Campaign share 60% 2,50% CTR 50% 2,00% 40% 1,50% 30% 21,5% 20% 1,00% 10,5% 7,8% 7,8% 7,6% 0,50% 10% 5,7% 5,3% 3,4% 2,3% 2,1% 0% 0,00% Campaign share Average CTR Source: gemiusDirectEffect 2011 H2 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 10. // gemiusAdMonitor Share of campaigns using specific ad formats - Poland 100% 3,00% 90% 86,0% 2,50% 80% 70% 2,00% Campaign share 60% CTR 50% 1,50% 40% 1,00% 30% 18,2% 20% 12,4% 11,0% 9,9% 9,8% 0,50% 7,7% 6,8% 10% 5,1% 3,6% 0,8% 0,7% 0,6% 0% 0,00% Campaign share Average CTR Source: gemiusDirectEffect 2011 H2 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 11. // gemiusAdMonitor Share of campaigns using specific ad formats - Romania 100% 94,5% 7,00% 90% 6,00% 80% 70% 5,00% Campaign share 60% 4,00% CTR 50% 3,00% 40% 30% 2,00% 20% 1,00% 10% 4,9% 4,6% 3,7% 1,9% 1,7% 1,0% 0,6% 0% 0,00% Campaign share Average CTR Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 12. // gemiusAdMonitor Share of campaigns using specific ad formats - Slovakia 120% 4,00% 96,8% 3,50% 100% 3,00% 80% Campaign share 2,50% CTR 60% 2,00% 1,50% 40% 1,00% 20% 0,50% 5,7% 2,4% 2,2% 1,8% 1,8% 0,6% 0% 0,00% Campaign share Average CTR Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 13. // gemiusAdMonitor Top 5 most popular ad formats - Share of campaigns (1/2) 300x250 71,5% 728x90 21,4% Bulgaria 300x600 5,9% 960x200 2,5% 940x210 2,3% 300x300 Czech Republic 53,0% 970x210 39,3% 300x600 37,7% 300x250 36,9% 480x300 31,4% 300x250 64,9% 728x90 Hungary 61,9% 250x250 54,8% 468x120 49,1% 330x247 35,9% 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners
  • 14. // gemiusAdMonitor Top 5 most popular ad formats - Share of campaigns (2/2) 750x200 55,2% 300x250 31,9% Poland 750x300 25,1% 300x600 15,6% 750x100 9,7% 300x250 72,3% Romania 728x90 63,2% 160x600 34,0% 728x300 0,8% 500x400 0,6% 300x300 53,5% 320x320 Slovakia 17,3% 950x100 4,9% 960x100 3,7% 460x300 3,5% 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners
  • 15. // gemiusAdMonitor Top 5 most popular ad formats – Average CTR (1/2) 940x210 1,03% 960x200 Bulgaria 0,51% 300x600 0,37% 300x250 0,22% 728x90 0,15% 300x600 Czech Republic 0,31% 970x210 0,23% 480x300 0,19% 300x250 0,15% 300x300 0,14% 330x247 0,36% 728x90 Hungary 0,28% 300x250 0,26% 250x250 0,14% 468x120 0,14% 0,00% 0,20% 0,40% 0,60% 0,80% 1,00% 1,20% Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners
  • 16. // gemiusAdMonitor Top 5 most popular ad formats – Average CTR (2/2) 750x100 0,44% 750x300 0,27% Poland 300x250 0,23% 750x200 0,21% 300x600 0,17% 500x400 3,64% Romania 728x300 0,38% 300x250 0,17% 728x90 0,14% 160x600 0,13% 320x320 1,07% 460x300 Slovakia 0,36% 300x300 0,28% 960x100 0,26% 950x100 0,21% 0,0% 0,5% 1,0% 1,5% 2,0% 2,5% 3,0% 3,5% 4,0% Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners
  • 17. About the report 3 Most popular advertising forms 5 Chosen market sectors 17 Methodology and definitions 30
  • 18. // gemiusAdMonitor Share of ad impressions by sector - Bulgaria 1,7% 1,2% Leisure Time 0,9% Finance, Insurance, Brokerage 0,4% 0,2% Food 6,7% 18,3% Telecommunications 2,6% 3,2% Automotive Trade 3,9% Computers and Audio Video 4,1% Household Equipment, Furniture And Decorations 15,2% Media, Books, CD & DVD 4,2% Travel, Tourism, Hotels & Restaurants Clothing & Accessories 8,9% Beverages and Alcohol 9,8% Pharmaceuticals 9,3% Personal Care and Hygiene 9,6% Real Estate Household Products Other Source: gemiusDirectEffect/AdOcean 2011 H2
  • 19. // gemiusAdMonitor Ranking of the sectors with highest average CTR – Bulgaria* Pharmaceuticals Trade Beverages and Alcohol Automotive Household Equipment, Furniture And Decorations Household Products Real Estate Personal Care and Hygiene Finance, Insurance, Brokerage Computers and Audio Video Food Travel, Tourism, Hotels & Restaurants Telecommunications Leisure Time Media, Books, CD & DVD Clothing & Accessories *Exact average CTR values per sector are available in paid version of the report Source: gemiusDirectEffect/AdOcean 2011 H2
  • 20. // gemiusAdMonitor Share of ad impressions by sector - Czech Republic 1,8% Finance, Insurance, Brokerage 1,3% 0,1% Beverages and Alcohol 5,9% Automotive 1,9% 2,1% Telecommunications 2,2% 30,9% Food 2,2% 2,8% Trade 3,3% Personal Care and Hygiene Computers and Audio Video 5,3% Household Equipment, Furniture And Decorations Real Estate 11,8% Pharmaceuticals 14,3% Travel, Tourism, Hotels & Restaurants 14,1% Household Products Clothing & Accessories Other Source: gemiusDirectEffect 2011 H2
  • 21. // gemiusAdMonitor Ranking of the sectors with highest average CTR – Czech Republic* Clothing & Accessories Food Beverages and Alcohol Personal Care and Hygiene Computers and Audio Video Telecommunications Pharmaceuticals Finance, Insurance, Brokerage Automotive Household Equipment, Furniture And… Travel, Tourism, Hotels & Restaurants Trade Household Products Real Estate *Exact average CTR values per sector are available in paid version of the report Source: gemiusDirectEffect 2011 H2
  • 22. // gemiusAdMonitor Share of ad impressions by sector – Hungary 1,4% Finance, Insurance, Brokerage 0,6% 0,1% Telecommunications 7,0% Automotive 1,8% 2,2% Media, Books, CD & DVD 2,2% Beverages and Alcohol 2,5% 33,4% Household Equipment, Furniture And Decorations 3,4% Food 3,4% Personal Care and Hygiene 4,3% Pharmaceuticals 4,6% Computers and Audio Video Trade 13,2% Travel, Tourism, Hotels & Restaurants 20,1% Clothing & Accessories Leisure Time Other Source: gemiusDirectEffect 2011 H2
  • 23. // gemiusAdMonitor Ranking of the sectors with highest average CTR – Hungary* Media, Books, CD & DVD Leisure Time Personal Care and Hygiene Computers and Audio Video Beverages and Alcohol Pharmaceuticals Household Equipment, Furniture And… Clothing & Accessories Telecommunications Finance, Insurance, Brokerage Automotive Food Travel, Tourism, Hotels & Restaurants Trade *Exact average CTR values per sector are available in paid version of the report Source: gemiusDirectEffect 2011 H2
  • 24. // gemiusAdMonitor Share of ad impressions by sector - Poland Telecommunications 0,8% 0,7% Trade 0,6% 0,3% Finance, Insurance, Brokerage 0,2% 1,6% 2,8% Automotive 2,2% 2,7% Media, Books, CD & DVD 2,9% 25,8% Personal Care and Hygiene 4,0% Food 5,6% Travel, Tourism, Hotels & Restaurants Leisure Time Beverages and Alcohol 7,8% Household Equipment, Furniture And Decorations Pharmaceuticals 17,9% Clothing & Accessories 10,1% Computers and Audio Video 14,2% Real Estate Household Products Other Source: gemiusDirectEffect 2011 H2
  • 25. // gemiusAdMonitor Ranking of the sectors with highest average CTR – Poland* Household Products Food Leisure Time Beverages and Alcohol Personal Care and Hygiene Telecommunications Media, Books, CD & DVD Clothing & Accessories Household Equipment, Furniture And Decorations Automotive Pharmaceuticals Travel, Tourism, Hotels & Restaurants Trade Computers and Audio Video Finance, Insurance, Brokerage Real Estate *Exact average CTR values per sector are available in paid version of the report Source: gemiusDirectEffect 2011 H2
  • 26. // gemiusAdMonitor Share of ad impressions by sector - Romania Trade 1,5% 1,2% Finance, Insurance, Brokerage 0,7% 0,4% Leisure Time 0,4% 8,4% Telecommunications 1,9% 25,5% Automotive 1,9% Media, Books, CD & DVD 2,0% 2,4% Beverages and Alcohol Real Estate 4,3% Food 4,3% Personal Care and Hygiene Travel, Tourism, Hotels & Restaurants 7,0% 13,8% Computers and Audio Video Household Equipment, Furniture And Decorations 11,6% Pharmaceuticals 12,8% Clothing & Accessories Household Products Other Source: gemiusDirectEffect/AdOcean 2011 H2
  • 27. // gemiusAdMonitor Ranking of the sectors with highest average CTR – Romania* Clothing & Accessories Leisure Time Food Media, Books, CD & DVD Personal Care and Hygiene Beverages and Alcohol Household Products Automotive Household Equipment, Furniture And Decorations Travel, Tourism, Hotels & Restaurants Telecommunications Real Estate Pharmaceuticals Computers and Audio Video Trade Finance, Insurance, Brokerage *Exact Average CTR values per sector are available in paid version of the report Source: gemiusDirectEffect/AdOcean 2011 H2
  • 28. // gemiusAdMonitor Share of ad impressions by sector - Slovakia 0,8% Finance, Insurance, Brokerage 0,7% 0,6% Personal Care and Hygiene 0,5% 0,3% Telecommunications 0,1% 10,8% Trade 2,1% Food 2,5% 32,2% Automotive 3,3% Clothing & Accessories Beverages and Alcohol 4,1% Media, Books, CD & DVD 5,7% Household Equipment, Furniture And Decorations Computers and Audio Video 6,4% Household Products 11,9% Pharmaceuticals 6,6% Real Estate 11,4% Travel, Tourism, Hotels & Restaurants Leisure Time Other Source: gemiusDirectEffect/AdOcean 2011 H2
  • 29. // gemiusAdMonitor Ranking of the sectors with highest average CTR – Slovakia* Telecommunications Household Products Automotive Beverages and Alcohol Finance, Insurance, Brokerage Clothing & Accessories Real Estate Pharmaceuticals Household Equipment, Furniture And Decorations Food Trade Leisure Time Travel, Tourism, Hotels & Restaurants Media, Books, CD & DVD Personal Care and Hygiene Computers and Audio Video *Exact average CTR values per sector are available in paid version of the report Source: gemiusDirectEffect/AdOcean 2011 H2
  • 30. About the report 3 Most popular advertising forms 5 Chosen market sectors 17 Methodology and definitions 30
  • 31. // Methodology Methodology • The source of the data is the gemiusDirectEffect research, which is one of the most frequently used advertisement monitoring systems in the CEE region. On some markets (Romania and Bulgaria) the source of data is also Gemius adserver – AdOcean. • Formats typical for mailing were excluded from the research. • All campaigns that took place in the scrutinised quarter were included in the research, except those with less than 1000 impressions recorded in the analysed period. • The presented data on ad impressions concerns cookie impressions. • 17 market sectors were distinguished for the research. • In the most popular sectors, the ‘others’ category includes all branches with the value of occurrence below 5.
  • 32. // Definitions of concepts Definitions of terms (1/2) • Creative – a graphic, static or dynamic, advertisement placed on websites • Creative form – a type of creative; the different names of creative forms depend on the size and the manner in which they are displayed (e.g. Scroll, Expand, toplayer). • Ad format – the size of a creative expressed in pixels (e.g. 300x300). • Ad impression – a single instance of a creative being displayed. • Campaign – a marketing campaign in which specific creatives are displayed. • Most often used ad formats – the relation between the number of each of creatives being one of 15 most popular forms of creatives to the overall number of creatives. • Average number of impressions per creative for given ad formats – average number of cookie impressions per creative in a given creative form. • Average number of ad impressions per campaign by sectors – the number of cookie impressions for a given sector by the number of campaigns in these sectors. • Average number of clicks per creative for given ad formats – average number of cookie clicks per creative in a given creative form.
  • 33. // Definitions of concepts Definitions of terms (2/2) • Average CTR (Click Through Ratio) – average of quotients (cookie clicks/cookie impressions) for each creative of a given ad format. • Share of campaigns using specific ad formats – the percentage of campaigns that use a given creative format in the total number of campaigns. • Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns. • Share of ad impressions by sectors – the percentage of cookie impressions for a given sector in the total number of impressions. • Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in the total number of clicks. • Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in the total number of clicks. • Most often used ad formats by sectors – top three most often used ad formats in particular sectors.
  • 34. // About Gemius Gemius – gemiusAdMonitor provider • a global company and the no. 1 choice in EMEA, provides consultancy and expertise on consumer behaviour in the digital world • ‘one stop shop’ for everyone who needs to measure a website, plan and deliver effective online campaigns or use the internet as a communication channel
  • 35. Join us global @: Contact: Facebook.com/GemiusGroup Contry Manager Twitter.com/Gemius Kaspars Driķis Slideshare.net/Gemius_com kaspars.drikis@gemius.com YouTube.com/wwwGemiusCom Twitter.com/GemiusLV