1.
Users engaging with online ads
gemiusAdMonitor report, March 2015
www.gemius.com

2.
2
About the report 3
Results for CEE countries 6
Profile of users generating clicks and
impressions
9
Profile of CTR and share of clicking
users
16
Methodology and definitions 29
Content

3.
3
About the report 3
Results for CEE countries 6
Profile of users generating clicks and
impressions
9
Profile of CTR and share of clicking
users
16
Methodology and definitions 29
Content

4.
4
About gemiusAdMonitor report
gemiusAdMonitor is a periodical report prepared by Gemius. The source of
data are gemiusDirectEffect which is the leading online advertisement
monitoring system in the CEE region, and gemiusProfileEffect.
What can be found in this report?
• CTR and share of clicking users
• Socio-demographic profile of users generating clicks, impressions, CTR
and share of clicking users

5.
5
Analyzed countries
Bulgaria Croatia Czech
Rep.
Estonia Hungary Latvia
Lithuania Poland Romania Serbia Slovakia Slovenia
Ukraine

6.
6
About the report 3
Results for CEE countries 6
Profile of users generating clicks and
impressions
9
Profile of CTR and share of clicking
users
16
Methodology and definitions 29
Content

7.
7
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
CTR by country
0.89%
0.71%
0.52% 0.52%
0.47%
0.45% 0.44%
0.41%
0.37% 0.36%
0.31%
0.27%
0.21%
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
0.80%
0.90%
1.00%

8.
8
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
Share of clicking users
32%
21% 21%
16%
15% 14%
12%
11% 11% 11% 11% 10%
7%
0%
5%
10%
15%
20%
25%
30%
35%

9.
9
About the report 3
Results for CEE countries 6
Profile of users generating clicks and
impressions
9
Profile of CTR and share of clicking
users
16
Methodology and definitions 29
Content

10.
10
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
Profile of users generating impressions by country – gender
50% 48% 50% 53% 52% 54% 54% 51% 52% 49% 51% 48% 52%
50% 52% 50% 47% 48% 46% 46% 49% 48% 51% 49% 52% 48%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
female male

11.
11
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
Profile of users generating clicks by country – gender
44% 45%
50%
56% 54% 51% 53% 51% 52%
45%
50% 48%
56%
56% 55%
50%
44% 46% 49% 47% 49% 48%
55%
50% 52%
44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
female male

12.
12
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
Profile of users generating impressions by country - age
20% 21%
16% 13%
18% 18% 19% 22% 22% 22% 20% 15%
24%
26% 23%
22% 25%
23% 26% 23%
29%
24% 25% 27%
23%
30%
23% 28%
26% 20%
26% 22% 23%
21%
26% 27% 23%
24%
22%
18% 15%
18%
22%
17% 20% 22%
15% 15% 17%
18%
20%
14%
13% 13%
18% 20% 16% 15% 13% 13% 13% 10% 13% 17%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
16-24 25-34 35-44 45-54 55-69

13.
13
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
Profile of users generating clicks by country - age
21%
8%
14% 18% 13% 16% 17% 21%
26%
19% 17% 17%
27%
25%
20%
21% 15% 19%
26% 25%
28% 21%
26%
24% 23%
33%
24%
30%
23%
22%
28%
25% 22%
21% 22%
22%
24% 22%
19%
17%
22% 19% 21%
18%
19% 21%
15% 16% 21%
19% 20%
12%
13%
20% 23% 24% 21%
15% 16% 14% 14% 13% 16% 17%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
16-24 25-34 35-44 45-54 55-69

14.
14
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
Profile of users generating impressions by country – education
9% 6% 8% 13%
18%
12% 10%
4%
11% 13% 9% 10% 6%
58%
52%
68% 61%
58%
54% 51% 64%
54%
59% 67%
54%
44%
33%
42%
24% 26% 24%
35% 39%
32% 35%
28% 24%
36%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
elementary or lower secondary or incomplete secondary higher or incomplete higher

15.
15
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
Profile of users generating clicks by country - education
8%
3% 6%
19% 16% 12% 12%
3% 7% 9% 7% 8% 6%
59%
58%
73%
54% 59%
56% 56%
64% 58%
63% 70%
52%
50%
33%
39%
21%
26% 25%
32% 31% 33% 34%
28%
23%
40% 43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
elementary or lower secondary or incomplete secondary higher or incomplete higher

16.
16
About the report 3
Results for CEE countries 6
Profile of users generating clicks and
impressions
9
Profile of CTR and share of clicking
users
16
Methodology and definitions 29
Content

17.
17
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
CTR by country – gender
0.22%
0.25%
0.37%
0.33%
0.45%
0.44%
0.45%
0.45%
0.53%
0.54%
0.60%
0.71%
0.88%
0.20%
0,.30%
0.28%
0.39%
0.29%
0.38%
0.42%
0.44%
0.43%
0.49%
0.41%
0.72%
0.91%
0.00% 0.20% 0.40% 0.60% 0.80% 1.00%
Hungary
Latvia
Serbia
Czech Republic
Lithuania
Slovakia
Poland
Slovenia
Bulgaria
Estonia
Romania
Croatia
Ukraine
male female

18.
18
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
CTR by country – age (1)
0.56%
0.50%
1.15%
0.81%
0.38%
0.51%
0.92%
0.73%
0.53%
0.39%
0.67%
0.72%
0.55%
0.45%
0.58%
0.96%
0.65%
0.65%
0.29%
1.08%
0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40%
Estonia
Romania
Croatia
Ukraine
16-24 25-34 35-44 45-54 55-69

19.
19
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
CTR by country – age (2)
0.40%
0.44%
0.42%
0.62%
0.40%
0.39%
0.40%
0.48%
0.42%
0.40%
0.40%
0.49%
0.38%
0.43%
0.46%
0.41%
0.48%
0.51%
0.66%
0.46%
0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70%
Slovakia
Poland
Slovenia
Bulgaria
16-24 25-34 35-44 45-54 55-69

20.
20
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
CTR by country – age (3)
0.21%
0.31%
0.35%
0.31%
0.41%
0.20%
0.26%
0.34%
0.48%
0.32%
0.19%
0.26%
0.28%
0.33%
0.33%
0.18%
0.27%
0.27%
0.32%
0.40%
0.38%
0.27%
0.31%
0.46%
0.40%
0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60%
Hungary
Latvia
Serbia
Czech Republic
Lithuania
16-24 25-34 35-44 45-54 55-69

21.
21
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
CTR by country – education (1)
0.44%
0.50%
0.46%
0.44%
0.61%
0.74%
0.45%
0.45%
0.52%
0.56%
0.83%
1.04%
0.49%
0.48%
0.74%
0.56%
0.48%
1.19%
0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40%
Slovenia
Bulgaria
Estonia
Romania
Croatia
Ukraine
elementary or lower secondary or incomplete secondary higher or incomplete higher

22.
22
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
CTR by country – education (2)
0.17%
0.26%
0.31%
0.28%
0.28%
0.37%
0.38%
0.20%
0.28%
0.30%
0.38%
0.37%
0.41%
0.46%
0.39%
0.27%
0.35%
0.48%
0.77%
0.56%
0.52%
0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70% 0.80% 0.90%
Hungary
Latvia
Serbia
Czech Republic
Lithuania
Slovakia
Poland
elementary or lower secondary or incomplete secondary higher or incomplete higher

23.
23
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
Share of clicking users by country – gender
7.8%
9.8%
10.8%
11.2%
11.6%
10.6%
12.2%
12.9%
15.9%
15.4%
20.3%
21.6%
32.6%
7.1%
11.1%
10.7%
11.3%
11.3%
12.2%
12.7%
15.9%
13.3%
17.3%
21.1%
19.7%
32.1%
0% 5% 10% 15% 20% 25% 30% 35%
Estonia
Croatia
Czech Republic
Romania
Slovenia
Serbia
Lithuania
Bulgaria
Ukraine
Latvia
Slovakia
Hungary
Poland
male female

24.
24
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
Share of clicking users by country – age (1)
16.3%
26.0%
28.2%
35.5%
15.1%
22.7%
22.5%
32.9%
18.5%
21.8%
21.9%
32.6%
16.5%
18.2%
17.4%
31.6%
14.5%
17.5%
15.1%
31.0%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Latvia
Slovakia
Hungary
Poland
16-24 25-34 35-44 45-54 55-69

25.
25
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
Share of clicking users by country – age (2)
14.8%
14.5%
14.8%
13.2%
14.1%
11.8%
13.7%
12.2%
9.3%
12.0%
14.6%
12.9%
11.8%
13.8%
14.0%
15.9%
9.9%
10.7%
15.3%
16.7%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
Serbia
Lithuania
Bulgaria
Ukraine
16-24 25-34 35-44 45-54 55-69

26.
26
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
Share of clicking users by country – age (3)
9.0%
16.7%
13.6%
12.0%
11.5%
7.2%
15.2%
11.1%
12.4%
11.2%
8.1%
11.2%
9.6%
9.5%
10.9%
4.6%
9.1%
10.6%
9.9%
11.5%
9.7%
3.8%
9.2%
13.4%
12.7%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
Estonia
Croatia
Czech Republic
Romania
Slovenia
16-24 25-34 35-44 45-54 55-69

27.
27
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
Share of clicking users by country – education (1)
14.4%
12.8%
15.1%
20.1%
21.4%
32.8%
14.6%
16.6%
17.0%
21.5%
20.9%
32.3%
13.4%
15.3%
16.9%
16.2%
19.1%
28.3%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%
Bulgaria
Ukraine
Latvia
Slovakia
Hungary
Poland
elementary or lower secondary or incomplete secondary higher or incomplete higher

28.
28
Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014
, TG: 16-69
Share of clicking users by country – education (2)
7.5%
9.7%
9.3%
11.1%
12.6%
11.3%
10.1%
6.7%
11.7%
11.5%
12.2%
11.1%
12.2%
13.8%
10.8%
5.1%
8.3%
7.2%
9.3%
8.3%
14.4%
0% 2% 4% 6% 8% 10% 12% 14% 16%
Estonia
Croatia
Czech Republic
Romania
Slovenia
Serbia
Lithuania
elementary or lower secondary or incomplete secondary higher or incomplete higher

29.
29
About the report 3
Results for CEE countries 6
Profile of users generating clicks and
impressions
9
Profile of CTR and share of clicking
users
16
Methodology and definitions 29
Content

30.
30
Methodology
• The source of data are the gemiusDirectEffect which is the leading online advertisement monitoring system in the CEE
region, and gemiusProfileEffect .
• The gemiusProfileEffect study makes use of the two data sources: campaign monitoring system
AdOcean/gemiusDirectEffect and the gemiusAudience research. The structure of the analyzed campaigns is presented in
a hierarchical form, in which the particular structure elements are defined by the gemiusDirectEffect computational
scripts. These scripts are embedded in the creative codes of the campaigns and are responsible for all kinds of event
monitoring occurring there (impressions, clicks, etc.). For each structure element of the campaign, the Real Users metric
is calculated as well as behavioral data. The calculated campaigns reach is used in the process of sample correction and
is consistent with the gemiusDirectEffect system. The gemiusProfileEffect research population is defined as all internet
users of the given country (defined as people using the internet at least once a month, permanently residing in the given
country), which during the campaign period visited at least one of the websites covered by the site-centric system in the
given market. The sampling operator is a set of cookie files registered by the gemiusTraffic system, and the rules for
users sampling are defined by the gemiusAudience methodology. The users represented by cookies are invited to take
part in the research via survey issuance. In the validation process those cookies are chosen which with high probability
represent only one user and were active throughout the whole analyzed period. Those surveys are removed for which
there exist probability of unreliability. Then the sample is adjusted according to the socio-demographic and behavioral
characteristics gaining representativeness. In the last step, among cookie users which fall into the representative sample
of users are chosen those which presence was registered on the analyzed campaign (or group of campaigns) in the
analyzed period. The socio-demographic distribution of registered users on the given campaign are determined taking

31.
31
Definitions of concepts
• Campaign – a marketing campaign in which specific creatives are displayed.
• CTR (Click Through Ratio) – cookie clicks / cookie impressions
• Share of clicking users –number of Real Users who performed at least one click /
number of Real Users who saw at least one impression of analyzed campaigns.

32.
32
What is more... a wide range of market level benchmarks
• popularity of advertising forms based on share of impressions or share of
campaigns using them,
• effectiveness of advertising forms based on CTR%, interaction rate etc.,
• popularity of advertising placement types based on share of impressions,
• effectiveness of advertising placement types based on CTR%, interaction rate etc.,
• description of an average advertising campaign based on average reach, real user
frequency, number of impressions, clicks etc.,
• description of the Internet population in connection with online advertising: share
of clicks on ads or interaction with ads in a month, profile of clickers vs. online
population etc.,
• share of voice measurement based on share of impressions,
• share of PC vs. mobile impressions.
If you would like to learn more about the advertising market, please contact
your local Gemius representative!
We provide information on the following topics:

33.
Thank you!
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sector 1, Bucuresti
Phone: 0723 437 911
Mail: iulia.pop@gemius.com
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