2012 05 gemius_admonitor_report_for_h2_2011
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This document is a report from gemiusAdMonitor about online advertising in Central and Eastern Europe. It provides data on the most popular advertising formats, highest performing market sectors, and methodology. Key findings include that regular banners are the most widely used format across the region, with display ads in food, telecom and retail sectors generating the most impressions. The report aims to help advertisers optimize their online campaigns.
2012 05 gemius_admonitor_report_for_h2_2011
- 1. Bulgaria, Czech Republic, Hungary, Poland, Romania, Slovakia - the most popular and effective display ads gemiusAdMonitor report H2 2011 Warsaw, May 2012
- 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.
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