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gemiusAdMonitor

Constantin Cocioaba, profile picture
Constantin Cocioaba

The document is a report analyzing display advertising formats and sectors in Central and Eastern European countries from January to June 2012. It provides data on the most popular ad formats in each country, including the percentage of campaigns using different formats and their average click-through rates. Regular banners remained the dominant format, though rich media saw increasing usage. The report also examines advertising activity and performance in key industry sectors.

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The most popular and effective display ads Bulgaria Lithuania Croatia Poland Czech Rep. Romania Hungary Serbia Latvia Slovakia H1 2012 gemiusAdMonitor report Warsaw, November 2012
Content About the report 3 Most popular advertising forms 5 Chosen market sectors 27 Methodology and definitions 48
About the report 3 Most popular advertising forms 5 Chosen market sectors 27 Methodology and definitions 48
// 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 gemiusAdMonitor, 2012.01.01 – 2012.06.30
About the report 3 Most popular advertising forms 5 Chosen market sectors 27 Methodology and definitions 48
// gemiusAdMonitor Average CTR by country Poland 0,62% Slovakia 0,56% Czech Rep. 0,35% Bulgaria 0,32% Latvia 0,30% Romania 0,30% Croatia 0,29% Hungary 0,27% Lithuania 0,26% Serbia 0,15% 0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor Share of campaigns using specific ad format types* – Bulgaria 100,0% 1,40% 90,8% 90,0% 1,20% 80,0% 70,0% 1,00% Campaign share 60,0% Average CTR 0,80% 50,0% 0,60% 40,0% 30,0% 0,40% 18,2% 20,0% 0,20% 10,0% 7,3% 5,5% 1,1% 0,3% 0,0% 0,00% Regular Wallpaper Video Expand Preroll xHtml Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor Share of campaigns using specific ad format types* – Croatia 100,0% 4,50% 90,0% 86,2% 4,00% 80,0% 3,50% 70,0% 3,00% Campaign share 60,0% Average CTR 2,50% 50,0% 2,00% 40,0% 1,50% 30,0% 18,8% 1,00% 20,0% 10,0% 0,50% 5,2% 1,8% 1,1% 1,1% 0,0% 0,00% Regular Wallpaper Expand Preroll Video Toplayer Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor Share of campaigns using specific ad format types* – Czech Rep. 100,0% 2,00% 89,9% 90,0% 1,80% 80,0% 1,60% 70,0% 1,40% Campaign share 60,0% 1,20% Average CTR 50,0% 1,00% 40,0% 0,80% 30,0% 0,60% 19,6% 20,0% 0,40% 10,0% 0,20% 3,1% 1,9% 1,4% 0,0% 0,00% Regular Video Interstitial Brandmark Toplayer Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor Share of campaigns using specific ad format types* – Hungary 100,0% 97,7% 4,00% 90,0% 3,50% 80,0% 3,00% 70,0% 2,50% Campaign share 60,0% Average CTR 50,0% 2,00% 40,0% 1,50% 30,0% 1,00% 20,0% 14,1% 8,9% 0,50% 10,0% 5,6% 5,5% 5,2% 3,7% 2,6% 0,0% 0,00% (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor Share of campaigns using specific ad format types* – Latvia 100,0% 95,4% 4,50% 90,0% 4,00% 80,0% 3,50% 70,0% 3,00% Campaign share 60,0% Average CTR 2,50% 50,0% 2,00% 40,0% 1,50% 30,0% 1,00% 20,0% 10,0% 0,50% 4,4% 1,7% 0,7% 0,0% 0,00% Regular Banners Toplayer Video Expand (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor Share of campaigns using specific ad format types* – Lithuania 100,0% 1,60% 88,4% 90,0% 1,40% 80,0% 1,20% 70,0% 1,00% Campaign share 60,0% Average CTR 50,0% 0,80% 40,0% 0,60% 30,0% 0,40% 20,0% 8,3% 8,3% 8,2% 0,20% 10,0% 2,2% 1,6% 0,0% 0,00% Regular Article Wallpaper Video Preroll Expand Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor Share of campaigns using specific ad format types* – Poland 100,0% 2,50% 90,0% 80,0% 2,00% 70,0% Campaign share 60,0% 55,8% 1,50% Average CTR 50,0% 40,0% 1,00% 30,0% 25,5% 20,7% 20,0% 14,9% 0,50% 11,3% 10,6% 10,0% 7,9% 5,8% 3,2% 0,0% 0,00% (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor Share of campaigns using specific ad format types* – Romania 100,0% 94,2% 8,00% 90,0% 7,00% 80,0% 6,00% 70,0% 5,00% Campaign share 60,0% Average CTR 50,0% 4,00% 40,0% 3,00% 30,0% 19,4% 2,00% 20,0% 1,00% 10,0% 3,9% 3,7% 2,1% 2,0% 0,9% 0,0% 0,00% Regular Interstitial Expand Video Preroll Brandmark Toplayer Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor Share of campaigns using specific ad format types* – Serbia 100,0% 95,0% 2,00% 90,0% 1,80% 80,0% 1,60% 70,0% 1,40% Campaign share 60,0% 1,20% Average CTR 50,0% 1,00% 40,0% 0,80% 30,0% 0,60% 20,0% 0,40% 10,0% 5,8% 0,20% 3,6% 2,0% 1,6% 0,0% 0,00% Regular Video Wallpaper Toplayer Expand Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor Share of campaigns using specific ad format types* – Slovakia 100,0% 3,50% 90,6% 90,0% 3,00% 80,0% 70,0% 2,50% Campaign share 60,0% Average CTR 2,00% 50,0% 1,50% 40,0% 30,0% 1,00% 20,0% 0,50% 8,3% 6,9% 10,0% 3,8% 3,5% 0,0% 0,00% Regular Video Expand Preroll Interstitial Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
// gemiusAdMonitor Top 5 most popular ad formats – Share of campaigns (1/5) 300x250 53,3% 728x90 13,9% Bulgaria 300x600 13,8% 750x100 10,7% 468x60 4,4% 300x250 49,3% 728x90 29,4% Croatia 970x250 26,8% 300x100 3,9% 984x200 3,7% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
// gemiusAdMonitor Top 5 most popular ad formats – Share of campaigns (2/5) 300x300 43,1% 300x600 39,2% Czech Rep. 970x210 30,4% 300x250 26,9% 418x120 26,1% 300x250 63,3% 728x90 57,9% Hungary 468x120 48,6% 250x250 43,9% 310x232 28,6% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% Source: gemiusDirectEffect 2012 H1 Analysed ads: Regular banners
// gemiusAdMonitor Top 5 most popular ad formats – Share of campaigns (3/5) 250x250 22,49% 995x100 16,23% 980x90 7,10% Latvia 420x200 4,53% 260x110 2,16% 300x250 20,7% 250x500 19,2% Lithuania 300x600 7,6% 750x100 5,5% 980x200 5,1% 0,0% 5,0% 10,0% 15,0% 20,0% 25,0% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
// gemiusAdMonitor Top 5 most popular ad formats – Share of campaigns (4/5) 750x200 53,3% 300x250 31,4% Poland 750x300 16,9% 300x600 15,9% 160x600 11,5% 300x250 75,1% 728x90 67,9% Romania 160x600 35,7% 980x100 3,6% 947x100 1,8% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
// gemiusAdMonitor Top 5 most popular ad formats – Share of campaigns (5/5) 300x250 73,3% 728x90 40,9% 468x60 Serbia 7,1% 160x600 3,0% 300x300 1,7% 300x300 65,1% 160x600 6,6% Slovakia 120x600 4,4% 950x100 4,1% 950x200 2,3% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
// gemiusAdMonitor Top 5 most popular ad formats – Average CTR (1/5) 300x600 0,25% 750x100 0,23% Bulgaria 300x250 0,21% 728x90 0,15% 468x60 0,12% 984x200 0,31% 970x250 0,30% Croatia 300x250 0,15% 728x90 0,11% 300x100 0,08% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
// gemiusAdMonitor Top 5 most popular ad formats – Average CTR (2/5) 300x600 0,24% 970x210 0,18% Czech Rep. 418x120 0,17% 300x300 0,13% 300x250 0,09% 300x250 0,14% 310x232 0,11% Hungary 728x90 0,10% 468x120 0,10% 250x250 0,09% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
// gemiusAdMonitor Top 5 most popular ad formats – Average CTR (3/5) 260x110 0,25% 995x100 0,18% 980x90 0,14% Latvia 420x200 0,11% 250x250 0,09% 750x100 0,20% 300x600 0,19% Lithuania 250x500 0,17% 980x200 0,13% 300x250 0,13% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
// gemiusAdMonitor Top 5 most popular ad formats – Average CTR (4/5) 750x300 0,28% 300x250 0,17% Poland 750x200 0,16% 300x600 0,15% 160x600 0,14% 947x100 0,24% 980x100 0,22% Romania 728x90 0,17% 300x250 0,14% 160x600 0,12% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
// gemiusAdMonitor Top 5 most popular ad formats – Average CTR (5/5) 300x300 0,77% 160x600 0,28% 728x90 Serbia 0,13% 300x250 0,12% 468x60 0,11% 300x300 0,52% 950x200 0,38% Slovakia 160x600 0,25% 950x100 0,21% 120x600 0,15% 0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70% 0,80% 0,90% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
About the report 3 Most popular advertising forms 5 Chosen market sectors 27 Methodology and definitions 48
// gemiusAdMonitor Share of ad impressions by sectors – Bulgaria Automotive Finance, Insurance, Brokerage Pharmaceuticals 17,6% Personal Care and Hygiene 22,0% Media, Books, CD & DVD Leisure Time 1,1% 2,0% Trade 2,9% Food 3,6% Clothing & Accessories 10,3% 3,6% Telecommunications 3,8% Beverages and Alcohol 3,9% 8,5% Household Equipment, Furniture And Decorations 4,0% Computers and Audio Video 4,0% 6,9% 5,8% Travel, Tourism, Hotels & Restaurants Real Estate Other 0,2% Source: gemiusDirectEffect/AdOcean 2012 H1
// gemiusAdMonitor Average CTR by sectors – Bulgaria Personal Care and Hygiene Food Household Equipment, Furniture And Decorations Beverages and Alcohol Real Estate Finance, Insurance, Brokerage Travel, Tourism, Hotels & Restaurants Telecommunications Pharmaceuticals Automotive Computers and Audio Video Media, Books, CD & DVD Clothing & Accessories Leisure Time Trade Source: gemiusDirectEffect/AdOcean 2012 H1
// gemiusAdMonitor Share of ad impressions by sectors – Croatia Media, Books, CD & DVD Automotive 7,4% Telecommunications 1,2% 2,1% 22,0% 2,4% Finance, Insurance, Brokerage 2,7% 3,7% Personal Care and Hygiene Beverages and Alcohol 5,7% Travel, Tourism, Hotels & Restaurants 7,3% Food 18,6% Clothing & Accessories Computers and Audio Video 12,7% Leisure Time 13,9% Pharmaceuticals Other 0,2% Source: gemiusDirectEffect/AdOcean 2012 H1
// gemiusAdMonitor Average CTR by sectors – Croatia Clothing & Accessories Pharmaceuticals Food Personal Care and Hygiene Automotive Telecommunications Finance, Insurance, Brokerage Computers and Audio Video Leisure Time Beverages and Alcohol Travel, Tourism, Hotels & Restaurants Media, Books, CD & DVD Source: gemiusDirectEffect/AdOcean 2012 H1
// gemiusAdMonitor Share of ad impressions by sectors – Czech Rep. Finance, Insurance, Brokerage Automotive Telecommunications 7,0% Travel, Tourism, Hotels & Restaurants 1,6% Personal Care and Hygiene 2,3% 2,5% Food 2,6% Trade 42,5% 3,3% Household Equipment, Furniture And Decorations 3,8% Beverages and Alcohol Real Estate 6,4% Clothing & Accessories Leisure Time 9,2% Household Products 13,7% Pharmaceuticals 1,2% 1,1% 1,1% Computers and Audio Video 1,0% Other 0,7% Source: gemiusDirectEffect 2012 H1
// gemiusAdMonitor Average CTR by sectors – Czech Rep. Food Beverages and Alcohol Trade Personal Care and Hygiene Household Equipment, Furniture And Decorations Clothing & Accessories Automotive Pharmaceuticals Household Products Telecommunications Computers and Audio Video Finance, Insurance, Brokerage Travel, Tourism, Hotels & Restaurants Leisure Time Real Estate Source: gemiusDirectEffect 2012 H1
// gemiusAdMonitor Share of ad impressions by sectors – Hungary Telecommunications Finance, Insurance, Brokerage Automotive 3,5% 1,6% Food 2,0% 2,5% 24,5% Leisure Time 3,1% Personal Care and Hygiene 3,5% Pharmaceuticals 4,1% Trade Travel, Tourism, Hotels & Restaurants 4,8% Computers and Audio Video 4,9% Beverages and Alcohol Household Equipment, Furniture And Decorations 22,5% 8,3% Media, Books, CD & DVD Household Products 11,4% Clothing & Accessories 1,2% 0,8% Real Estate 0,7% Other 0,6% Source: gemiusDirectEffect 2012 H1
// gemiusAdMonitor Average CTR by sectors – Hungary Food Personal Care and Hygiene Computers and Audio Video Household Products Media, Books, CD & DVD Automotive Leisure Time Household Equipment, Furniture And Decorations Clothing & Accessories Beverages and Alcohol Trade Finance, Insurance, Brokerage Telecommunications Pharmaceuticals Travel, Tourism, Hotels & Restaurants Real Estate Source: gemiusDirectEffect 2012 H1
// gemiusAdMonitor Share of ad impressions by sectors – Latvia Travel, Tourism, Hotels & Restaurants Trade Automotive 14,0% 17,8% Leisure Time Finance, Insurance, Brokerage Telecommunications 2,1% 12,6% Personal Care and Hygiene 3,2% Household Equipment, Furniture And Decorations 3,3% Beverages and Alcohol 4,7% Food 11,8% 4,8% Computers and Audio Video Media, Books, CD & DVD 6,8% 8,8% 8,0% Clothing & Accessories Pharmaceuticals 0,9% 0,7% Other 0,5% Source: gemiusDirectEffect/AdOcean 2012 H1
// gemiusAdMonitor Average CTR by sectors – Latvia Food Telecommunications Beverages and Alcohol Clothing & Accessories Finance, Insurance, Brokerage Personal Care and Hygiene Automotive Trade Household Equipment, Furniture And Decorations Pharmaceuticals Computers and Audio Video Travel, Tourism, Hotels & Restaurants Leisure Time Media, Books, CD & DVD Source: gemiusDirectEffect/AdOcean 2012 H1
// gemiusAdMonitor Share of ad impressions by sectors – Lithuania Trade Leisure Time Automotive 14,8% Finance, Insurance, Brokerage 17,8% Media, Books, CD & DVD Beverages and Alcohol Travel, Tourism, Hotels & Restaurants 2,1% 12,4% Real Estate 3,0% Clothing & Accessories 3,3% Pharmaceuticals 3,4% Telecommunications 9,1% 3,6% Household Equipment, Furniture And Decorations 3,9% Computers and Audio Video 4,1% 8,8% Food 5,1% 6,7% Personal Care and Hygiene Household Products 1,3% Other 0,6% Source: AdOcean 2012 H1
// gemiusAdMonitor Average CTR by sectors – Lithuania Telecommunications Food Automotive Leisure Time Media, Books, CD & DVD Personal Care and Hygiene Pharmaceuticals Beverages and Alcohol Clothing & Accessories Finance, Insurance, Brokerage Computers and Audio Video Real Estate Trade Travel, Tourism, Hotels & Restaurants Household Equipment, Furniture And Decorations Household Products Source: AdOcean 2012 H1
// gemiusAdMonitor Share of ad impressions by sectors – Poland Telecommunications Automotive Finance, Insurance, Brokerage 1,8%3,7% 2,2% Trade 3,1% 3,1% Personal Care and Hygiene 26,3% 3,3% Food Travel, Tourism, Hotels & Restaurants 4,9% Media, Books, CD & DVD 5,2% Household Equipment, Furniture And Decorations Beverages and Alcohol 5,8% Clothing & Accessories 10,3% Pharmaceuticals 6,4% Computers and Audio Video 6,6% 9,9% Leisure Time 6,9% Household Products Real Estate 0,2% Other 0,1% Source: gemiusDirectEffect/AdOcean 2012 H1
// gemiusAdMonitor Average CTR by sectors – Poland Leisure Time Food Travel, Tourism, Hotels & Restaurants Personal Care and Hygiene Beverages and Alcohol Media, Books, CD & DVD Household Products Pharmaceuticals Telecommunications Computers and Audio Video Clothing & Accessories Automotive Finance, Insurance, Brokerage Trade Household Equipment, Furniture And Decorations Real Estate Source: gemiusDirectEffect/AdOcean 2012 H1
// gemiusAdMonitor Share of ad impressions by sectors – Romania Trade Leisure Time Finance, Insurance, Brokerage 16,5% Automotive 23,6% Media, Books, CD & DVD Telecommunications Food 2,1% Real Estate 2,4% Pharmaceuticals 2,9% Travel, Tourism, Hotels & Restaurants 3,1% 10,7% Beverages and Alcohol 3,6% Personal Care and Hygiene 5,1% Computers and Audio Video 10,4% 6,4% Household Equipment, Furniture And Decorations 9,9% 1,3% Household Products 0,8% 0,6% Clothing & Accessories 0,4% Other 0,2% Source: gemiusDirectEffect/AdOcean 2012 H1
// gemiusAdMonitor Average CTR by sectors – Romania Leisure Time Food Clothing & Accessories Beverages and Alcohol Household Products Personal Care and Hygiene Computers and Audio Video Media, Books, CD & DVD Household Equipment, Furniture And Decorations Trade Real Estate Travel, Tourism, Hotels & Restaurants Automotive Pharmaceuticals Telecommunications Finance, Insurance, Brokerage Source: gemiusDirectEffect/AdOcean 2012 H1
// gemiusAdMonitor Share of ad impressions by sectors – Serbia Media, Books, CD & DVD Telecommunications Automotive 1,6% 1,9% 2,2% Finance, Insurance, Brokerage 2,7% 4,4% 25,5% Travel, Tourism, Hotels & Restaurants Beverages and Alcohol 5,3% Personal Care and Hygiene 5,8% Trade Household Equipment, Furniture And Decorations Food 7,3% Leisure Time 22,7% Pharmaceuticals 8,5% Clothing & Accessories 9,2% Computers and Audio Video 1,1% 0,8% Real Estate 0,7% Other 0,4% Source: gemiusDirectEffect/AdOcean 2012 H1
// gemiusAdMonitor Average CTR by sectors – Serbia Clothing & Accessories Pharmaceuticals Household Equipment, Furniture And Decorations Beverages and Alcohol Personal Care and Hygiene Travel, Tourism, Hotels & Restaurants Automotive Finance, Insurance, Brokerage Telecommunications Food Real Estate Computers and Audio Video Trade Media, Books, CD & DVD Leisure Time Source: gemiusDirectEffect/AdOcean 2012 H1
// gemiusAdMonitor Share of ad impressions by sectors – Slovakia Telecommunications Finance, Insurance, Brokerage Automotive 10,9% Personal Care and Hygiene Beverages and Alcohol 1,2% 29,7% 1,4% Trade 3,2% Household Equipment, Furniture And Decorations 3,3% Food 4,0% Pharmaceuticals Clothing & Accessories 4,8% Household Products 5,7% Computers and Audio Video Travel, Tourism, Hotels & Restaurants 22,1% Real Estate 0,7% 11,2% 0,6% Media, Books, CD & DVD 0,4% 0,2% Leisure Time 0,2% Other 0,1% Source: gemiusDirectEffect/AdOcean 2012 H1
// gemiusAdMonitor Average CTR by sectors – Slovakia Telecommunications Household Products Finance, Insurance, Brokerage Real Estate Automotive Food Personal Care and Hygiene Pharmaceuticals Beverages and Alcohol Household Equipment, Furniture And Decorations Clothing & Accessories Trade Travel, Tourism, Hotels & Restaurants Media, Books, CD & DVD Computers and Audio Video Leisure Time Source: gemiusDirectEffect/AdOcean 2012 H1
About the report 3 Most popular advertising forms 5 Chosen market sectors 27 Methodology and definitions 48
// Methodology Methodology (1/2) • The source of the data is gemiusDirectEffect/AdOcean research, which is one of the most frequently used advertisement monitoring systems in the CEE region. • Formats typical for mailing were excluded from the research. • Every campaign having place in the analyzed period was included in the research, except the ones that had less than 1000 impressions in the analyzed period. • The presented data on ad impressions and ad clicks are cookie events. • In market sectors, the „other” category contains all the remaining sectors not defined in the research and all other sectors where the number of campaigns from that sector was smaller than 5 in the analyzed period. • gemiusAdMonitor H1 2012 report features CTR (click-through-rate) as the indicator of effectiveness as it is a metric which is commonly available for most online advertising campaigns and one of the most comparable. Still, a complete analysis of an advertising campaign effectiveness requires measuring by more than one metric and this is why Gemius also provides its clients with several additional tools to do so.
// Methodology Methodology (2/2) • 17 market sectors were distinguished for the research: – Clothing & Accessories (clothes, shoes, jewelry, bags) – Automotive (cars, trucks, patrol, gas, tires, motors, bicycles) – Beverages and Alcohol (juices, beers, soda, wine, champagne, energy drinks, vodka, mineral water, tea, coffee) – Computers and Audio Video (notebooks, computer accessories, CD players , cameras) – Finance, Insurance, Brokerage (banks, insurance, credit institutions) – Food (sweets, cakes, bread, rolls, meat, fruits, vegetables, rice, noodles) – Household Equipment, Furniture And Decorations (furniture, small household goods, dishes) – Household Products (washing powders, air freshener, washing up liquid) – Leisure Time (cinema, theatre, toys, concerts) – Media, Books, CD & DVD (movies, television stations, radio stations, audiobooks) – Personal Care and Hygiene (cosmetics, perfumes, eyeliners, lipsticks, massage, all body care products, all make up products, body lotions) – Pharmaceuticals (vitamins, antibiotics, pain killers, all pills and medicine equipment) – Real Estate (real estate agencies, housing associations, developers) – Telecommunications (internet, mobile phones, mobile network) – Trade (super-and hypermarkets, shops, warehouses, video rental ) – Travel, Tourism, Hotels & Restaurants (hotels, public transport, buses, trains, planes, travel agencies) – Other
// Definitions of concepts Definitions of concepts (1/2) • Creative – a graphic, static or dynamic, advertisement placed on websites. • Ad format – the size of a creative expressed in pixels (e.g. 300x300). • Ad format type – the type of a creative expressed in letters or pixels (e.g.,300x300, Preroll, 250x250, Wallpaper). • Creative area - ad area in pixels, calculated by multiplying ad height by ad width. • Advertising type – all creatives categorized by type (regular banners, rich media, unrecognized formats). • Unrecognized formats – an advertising type consisting of creatives which format and type was not recognized. • Regular Banners – advertising type consisting of ad formats (creatives expressed in pixels). • Rich Media –advertising type consisting of any of the following ad format types: Preroll, Brandmark, Expand, Pop-up/Pop-under, Scroll Toplayer, Toplayer, Interstitial, Wideboard, Video, Wallpaper, xHtml, Sponsored Link, Article, Videostitial. • Campaign – a marketing campaign in which specific creatives are displayed.
// Definitions of concepts Definitions of concepts (2/2) • Most often used ad format types – most popular format types determined by the number of creatives in that format. • Ad impression – a single instance of a creative being displayed. • Ad click – a single instance of a creative being clicked. • 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. • Most often used ad formats by sectors – top three most often used ad formats in particular sectors.
International Agency Segment Manager Tamas Acs tamas.acs@gemius.com Join us @: Contact: Press contact: Facebook.com/GemiusGroup Gemius SA International Marketing Department Twitter.com/Gemius Wołoska 7 Street marketing@gemius.com Slideshare.net/Gemius_com 02-675 Warsaw, PL YouTube.com/wwwGemiusCom www.gemius.com
Gemius as the currency in online measurement JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus. De facto currency: Lithuania, Latvia, Estonia, Bulgaria, Bosnia, Croatia Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia) 54

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gemiusAdMonitor

  • 1. The most popular and effective display ads Bulgaria Lithuania Croatia Poland Czech Rep. Romania Hungary Serbia Latvia Slovakia H1 2012 gemiusAdMonitor report Warsaw, November 2012
  • 2. Content About the report 3 Most popular advertising forms 5 Chosen market sectors 27 Methodology and definitions 48
  • 3. About the report 3 Most popular advertising forms 5 Chosen market sectors 27 Methodology and definitions 48
  • 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 gemiusAdMonitor, 2012.01.01 – 2012.06.30
  • 5. About the report 3 Most popular advertising forms 5 Chosen market sectors 27 Methodology and definitions 48
  • 6. // gemiusAdMonitor Average CTR by country Poland 0,62% Slovakia 0,56% Czech Rep. 0,35% Bulgaria 0,32% Latvia 0,30% Romania 0,30% Croatia 0,29% Hungary 0,27% Lithuania 0,26% Serbia 0,15% 0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 7. // gemiusAdMonitor Share of campaigns using specific ad format types* – Bulgaria 100,0% 1,40% 90,8% 90,0% 1,20% 80,0% 70,0% 1,00% Campaign share 60,0% Average CTR 0,80% 50,0% 0,60% 40,0% 30,0% 0,40% 18,2% 20,0% 0,20% 10,0% 7,3% 5,5% 1,1% 0,3% 0,0% 0,00% Regular Wallpaper Video Expand Preroll xHtml Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 8. // gemiusAdMonitor Share of campaigns using specific ad format types* – Croatia 100,0% 4,50% 90,0% 86,2% 4,00% 80,0% 3,50% 70,0% 3,00% Campaign share 60,0% Average CTR 2,50% 50,0% 2,00% 40,0% 1,50% 30,0% 18,8% 1,00% 20,0% 10,0% 0,50% 5,2% 1,8% 1,1% 1,1% 0,0% 0,00% Regular Wallpaper Expand Preroll Video Toplayer Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 9. // gemiusAdMonitor Share of campaigns using specific ad format types* – Czech Rep. 100,0% 2,00% 89,9% 90,0% 1,80% 80,0% 1,60% 70,0% 1,40% Campaign share 60,0% 1,20% Average CTR 50,0% 1,00% 40,0% 0,80% 30,0% 0,60% 19,6% 20,0% 0,40% 10,0% 0,20% 3,1% 1,9% 1,4% 0,0% 0,00% Regular Video Interstitial Brandmark Toplayer Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 10. // gemiusAdMonitor Share of campaigns using specific ad format types* – Hungary 100,0% 97,7% 4,00% 90,0% 3,50% 80,0% 3,00% 70,0% 2,50% Campaign share 60,0% Average CTR 50,0% 2,00% 40,0% 1,50% 30,0% 1,00% 20,0% 14,1% 8,9% 0,50% 10,0% 5,6% 5,5% 5,2% 3,7% 2,6% 0,0% 0,00% (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 11. // gemiusAdMonitor Share of campaigns using specific ad format types* – Latvia 100,0% 95,4% 4,50% 90,0% 4,00% 80,0% 3,50% 70,0% 3,00% Campaign share 60,0% Average CTR 2,50% 50,0% 2,00% 40,0% 1,50% 30,0% 1,00% 20,0% 10,0% 0,50% 4,4% 1,7% 0,7% 0,0% 0,00% Regular Banners Toplayer Video Expand (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 12. // gemiusAdMonitor Share of campaigns using specific ad format types* – Lithuania 100,0% 1,60% 88,4% 90,0% 1,40% 80,0% 1,20% 70,0% 1,00% Campaign share 60,0% Average CTR 50,0% 0,80% 40,0% 0,60% 30,0% 0,40% 20,0% 8,3% 8,3% 8,2% 0,20% 10,0% 2,2% 1,6% 0,0% 0,00% Regular Article Wallpaper Video Preroll Expand Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 13. // gemiusAdMonitor Share of campaigns using specific ad format types* – Poland 100,0% 2,50% 90,0% 80,0% 2,00% 70,0% Campaign share 60,0% 55,8% 1,50% Average CTR 50,0% 40,0% 1,00% 30,0% 25,5% 20,7% 20,0% 14,9% 0,50% 11,3% 10,6% 10,0% 7,9% 5,8% 3,2% 0,0% 0,00% (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 14. // gemiusAdMonitor Share of campaigns using specific ad format types* – Romania 100,0% 94,2% 8,00% 90,0% 7,00% 80,0% 6,00% 70,0% 5,00% Campaign share 60,0% Average CTR 50,0% 4,00% 40,0% 3,00% 30,0% 19,4% 2,00% 20,0% 1,00% 10,0% 3,9% 3,7% 2,1% 2,0% 0,9% 0,0% 0,00% Regular Interstitial Expand Video Preroll Brandmark Toplayer Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 15. // gemiusAdMonitor Share of campaigns using specific ad format types* – Serbia 100,0% 95,0% 2,00% 90,0% 1,80% 80,0% 1,60% 70,0% 1,40% Campaign share 60,0% 1,20% Average CTR 50,0% 1,00% 40,0% 0,80% 30,0% 0,60% 20,0% 0,40% 10,0% 5,8% 0,20% 3,6% 2,0% 1,6% 0,0% 0,00% Regular Video Wallpaper Toplayer Expand Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 16. // gemiusAdMonitor Share of campaigns using specific ad format types* – Slovakia 100,0% 3,50% 90,6% 90,0% 3,00% 80,0% 70,0% 2,50% Campaign share 60,0% Average CTR 2,00% 50,0% 1,50% 40,0% 30,0% 1,00% 20,0% 0,50% 8,3% 6,9% 10,0% 3,8% 3,5% 0,0% 0,00% Regular Video Expand Preroll Interstitial Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  • 17. // gemiusAdMonitor Top 5 most popular ad formats – Share of campaigns (1/5) 300x250 53,3% 728x90 13,9% Bulgaria 300x600 13,8% 750x100 10,7% 468x60 4,4% 300x250 49,3% 728x90 29,4% Croatia 970x250 26,8% 300x100 3,9% 984x200 3,7% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
  • 18. // gemiusAdMonitor Top 5 most popular ad formats – Share of campaigns (2/5) 300x300 43,1% 300x600 39,2% Czech Rep. 970x210 30,4% 300x250 26,9% 418x120 26,1% 300x250 63,3% 728x90 57,9% Hungary 468x120 48,6% 250x250 43,9% 310x232 28,6% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% Source: gemiusDirectEffect 2012 H1 Analysed ads: Regular banners
  • 19. // gemiusAdMonitor Top 5 most popular ad formats – Share of campaigns (3/5) 250x250 22,49% 995x100 16,23% 980x90 7,10% Latvia 420x200 4,53% 260x110 2,16% 300x250 20,7% 250x500 19,2% Lithuania 300x600 7,6% 750x100 5,5% 980x200 5,1% 0,0% 5,0% 10,0% 15,0% 20,0% 25,0% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
  • 20. // gemiusAdMonitor Top 5 most popular ad formats – Share of campaigns (4/5) 750x200 53,3% 300x250 31,4% Poland 750x300 16,9% 300x600 15,9% 160x600 11,5% 300x250 75,1% 728x90 67,9% Romania 160x600 35,7% 980x100 3,6% 947x100 1,8% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
  • 21. // gemiusAdMonitor Top 5 most popular ad formats – Share of campaigns (5/5) 300x250 73,3% 728x90 40,9% 468x60 Serbia 7,1% 160x600 3,0% 300x300 1,7% 300x300 65,1% 160x600 6,6% Slovakia 120x600 4,4% 950x100 4,1% 950x200 2,3% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
  • 22. // gemiusAdMonitor Top 5 most popular ad formats – Average CTR (1/5) 300x600 0,25% 750x100 0,23% Bulgaria 300x250 0,21% 728x90 0,15% 468x60 0,12% 984x200 0,31% 970x250 0,30% Croatia 300x250 0,15% 728x90 0,11% 300x100 0,08% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
  • 23. // gemiusAdMonitor Top 5 most popular ad formats – Average CTR (2/5) 300x600 0,24% 970x210 0,18% Czech Rep. 418x120 0,17% 300x300 0,13% 300x250 0,09% 300x250 0,14% 310x232 0,11% Hungary 728x90 0,10% 468x120 0,10% 250x250 0,09% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
  • 24. // gemiusAdMonitor Top 5 most popular ad formats – Average CTR (3/5) 260x110 0,25% 995x100 0,18% 980x90 0,14% Latvia 420x200 0,11% 250x250 0,09% 750x100 0,20% 300x600 0,19% Lithuania 250x500 0,17% 980x200 0,13% 300x250 0,13% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
  • 25. // gemiusAdMonitor Top 5 most popular ad formats – Average CTR (4/5) 750x300 0,28% 300x250 0,17% Poland 750x200 0,16% 300x600 0,15% 160x600 0,14% 947x100 0,24% 980x100 0,22% Romania 728x90 0,17% 300x250 0,14% 160x600 0,12% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
  • 26. // gemiusAdMonitor Top 5 most popular ad formats – Average CTR (5/5) 300x300 0,77% 160x600 0,28% 728x90 Serbia 0,13% 300x250 0,12% 468x60 0,11% 300x300 0,52% 950x200 0,38% Slovakia 160x600 0,25% 950x100 0,21% 120x600 0,15% 0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70% 0,80% 0,90% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
  • 27. About the report 3 Most popular advertising forms 5 Chosen market sectors 27 Methodology and definitions 48
  • 28. // gemiusAdMonitor Share of ad impressions by sectors – Bulgaria Automotive Finance, Insurance, Brokerage Pharmaceuticals 17,6% Personal Care and Hygiene 22,0% Media, Books, CD & DVD Leisure Time 1,1% 2,0% Trade 2,9% Food 3,6% Clothing & Accessories 10,3% 3,6% Telecommunications 3,8% Beverages and Alcohol 3,9% 8,5% Household Equipment, Furniture And Decorations 4,0% Computers and Audio Video 4,0% 6,9% 5,8% Travel, Tourism, Hotels & Restaurants Real Estate Other 0,2% Source: gemiusDirectEffect/AdOcean 2012 H1
  • 29. // gemiusAdMonitor Average CTR by sectors – Bulgaria Personal Care and Hygiene Food Household Equipment, Furniture And Decorations Beverages and Alcohol Real Estate Finance, Insurance, Brokerage Travel, Tourism, Hotels & Restaurants Telecommunications Pharmaceuticals Automotive Computers and Audio Video Media, Books, CD & DVD Clothing & Accessories Leisure Time Trade Source: gemiusDirectEffect/AdOcean 2012 H1
  • 30. // gemiusAdMonitor Share of ad impressions by sectors – Croatia Media, Books, CD & DVD Automotive 7,4% Telecommunications 1,2% 2,1% 22,0% 2,4% Finance, Insurance, Brokerage 2,7% 3,7% Personal Care and Hygiene Beverages and Alcohol 5,7% Travel, Tourism, Hotels & Restaurants 7,3% Food 18,6% Clothing & Accessories Computers and Audio Video 12,7% Leisure Time 13,9% Pharmaceuticals Other 0,2% Source: gemiusDirectEffect/AdOcean 2012 H1
  • 31. // gemiusAdMonitor Average CTR by sectors – Croatia Clothing & Accessories Pharmaceuticals Food Personal Care and Hygiene Automotive Telecommunications Finance, Insurance, Brokerage Computers and Audio Video Leisure Time Beverages and Alcohol Travel, Tourism, Hotels & Restaurants Media, Books, CD & DVD Source: gemiusDirectEffect/AdOcean 2012 H1
  • 32. // gemiusAdMonitor Share of ad impressions by sectors – Czech Rep. Finance, Insurance, Brokerage Automotive Telecommunications 7,0% Travel, Tourism, Hotels & Restaurants 1,6% Personal Care and Hygiene 2,3% 2,5% Food 2,6% Trade 42,5% 3,3% Household Equipment, Furniture And Decorations 3,8% Beverages and Alcohol Real Estate 6,4% Clothing & Accessories Leisure Time 9,2% Household Products 13,7% Pharmaceuticals 1,2% 1,1% 1,1% Computers and Audio Video 1,0% Other 0,7% Source: gemiusDirectEffect 2012 H1
  • 33. // gemiusAdMonitor Average CTR by sectors – Czech Rep. Food Beverages and Alcohol Trade Personal Care and Hygiene Household Equipment, Furniture And Decorations Clothing & Accessories Automotive Pharmaceuticals Household Products Telecommunications Computers and Audio Video Finance, Insurance, Brokerage Travel, Tourism, Hotels & Restaurants Leisure Time Real Estate Source: gemiusDirectEffect 2012 H1
  • 34. // gemiusAdMonitor Share of ad impressions by sectors – Hungary Telecommunications Finance, Insurance, Brokerage Automotive 3,5% 1,6% Food 2,0% 2,5% 24,5% Leisure Time 3,1% Personal Care and Hygiene 3,5% Pharmaceuticals 4,1% Trade Travel, Tourism, Hotels & Restaurants 4,8% Computers and Audio Video 4,9% Beverages and Alcohol Household Equipment, Furniture And Decorations 22,5% 8,3% Media, Books, CD & DVD Household Products 11,4% Clothing & Accessories 1,2% 0,8% Real Estate 0,7% Other 0,6% Source: gemiusDirectEffect 2012 H1
  • 35. // gemiusAdMonitor Average CTR by sectors – Hungary Food Personal Care and Hygiene Computers and Audio Video Household Products Media, Books, CD & DVD Automotive Leisure Time Household Equipment, Furniture And Decorations Clothing & Accessories Beverages and Alcohol Trade Finance, Insurance, Brokerage Telecommunications Pharmaceuticals Travel, Tourism, Hotels & Restaurants Real Estate Source: gemiusDirectEffect 2012 H1
  • 36. // gemiusAdMonitor Share of ad impressions by sectors – Latvia Travel, Tourism, Hotels & Restaurants Trade Automotive 14,0% 17,8% Leisure Time Finance, Insurance, Brokerage Telecommunications 2,1% 12,6% Personal Care and Hygiene 3,2% Household Equipment, Furniture And Decorations 3,3% Beverages and Alcohol 4,7% Food 11,8% 4,8% Computers and Audio Video Media, Books, CD & DVD 6,8% 8,8% 8,0% Clothing & Accessories Pharmaceuticals 0,9% 0,7% Other 0,5% Source: gemiusDirectEffect/AdOcean 2012 H1
  • 37. // gemiusAdMonitor Average CTR by sectors – Latvia Food Telecommunications Beverages and Alcohol Clothing & Accessories Finance, Insurance, Brokerage Personal Care and Hygiene Automotive Trade Household Equipment, Furniture And Decorations Pharmaceuticals Computers and Audio Video Travel, Tourism, Hotels & Restaurants Leisure Time Media, Books, CD & DVD Source: gemiusDirectEffect/AdOcean 2012 H1
  • 38. // gemiusAdMonitor Share of ad impressions by sectors – Lithuania Trade Leisure Time Automotive 14,8% Finance, Insurance, Brokerage 17,8% Media, Books, CD & DVD Beverages and Alcohol Travel, Tourism, Hotels & Restaurants 2,1% 12,4% Real Estate 3,0% Clothing & Accessories 3,3% Pharmaceuticals 3,4% Telecommunications 9,1% 3,6% Household Equipment, Furniture And Decorations 3,9% Computers and Audio Video 4,1% 8,8% Food 5,1% 6,7% Personal Care and Hygiene Household Products 1,3% Other 0,6% Source: AdOcean 2012 H1
  • 39. // gemiusAdMonitor Average CTR by sectors – Lithuania Telecommunications Food Automotive Leisure Time Media, Books, CD & DVD Personal Care and Hygiene Pharmaceuticals Beverages and Alcohol Clothing & Accessories Finance, Insurance, Brokerage Computers and Audio Video Real Estate Trade Travel, Tourism, Hotels & Restaurants Household Equipment, Furniture And Decorations Household Products Source: AdOcean 2012 H1
  • 40. // gemiusAdMonitor Share of ad impressions by sectors – Poland Telecommunications Automotive Finance, Insurance, Brokerage 1,8%3,7% 2,2% Trade 3,1% 3,1% Personal Care and Hygiene 26,3% 3,3% Food Travel, Tourism, Hotels & Restaurants 4,9% Media, Books, CD & DVD 5,2% Household Equipment, Furniture And Decorations Beverages and Alcohol 5,8% Clothing & Accessories 10,3% Pharmaceuticals 6,4% Computers and Audio Video 6,6% 9,9% Leisure Time 6,9% Household Products Real Estate 0,2% Other 0,1% Source: gemiusDirectEffect/AdOcean 2012 H1
  • 41. // gemiusAdMonitor Average CTR by sectors – Poland Leisure Time Food Travel, Tourism, Hotels & Restaurants Personal Care and Hygiene Beverages and Alcohol Media, Books, CD & DVD Household Products Pharmaceuticals Telecommunications Computers and Audio Video Clothing & Accessories Automotive Finance, Insurance, Brokerage Trade Household Equipment, Furniture And Decorations Real Estate Source: gemiusDirectEffect/AdOcean 2012 H1
  • 42. // gemiusAdMonitor Share of ad impressions by sectors – Romania Trade Leisure Time Finance, Insurance, Brokerage 16,5% Automotive 23,6% Media, Books, CD & DVD Telecommunications Food 2,1% Real Estate 2,4% Pharmaceuticals 2,9% Travel, Tourism, Hotels & Restaurants 3,1% 10,7% Beverages and Alcohol 3,6% Personal Care and Hygiene 5,1% Computers and Audio Video 10,4% 6,4% Household Equipment, Furniture And Decorations 9,9% 1,3% Household Products 0,8% 0,6% Clothing & Accessories 0,4% Other 0,2% Source: gemiusDirectEffect/AdOcean 2012 H1
  • 43. // gemiusAdMonitor Average CTR by sectors – Romania Leisure Time Food Clothing & Accessories Beverages and Alcohol Household Products Personal Care and Hygiene Computers and Audio Video Media, Books, CD & DVD Household Equipment, Furniture And Decorations Trade Real Estate Travel, Tourism, Hotels & Restaurants Automotive Pharmaceuticals Telecommunications Finance, Insurance, Brokerage Source: gemiusDirectEffect/AdOcean 2012 H1
  • 44. // gemiusAdMonitor Share of ad impressions by sectors – Serbia Media, Books, CD & DVD Telecommunications Automotive 1,6% 1,9% 2,2% Finance, Insurance, Brokerage 2,7% 4,4% 25,5% Travel, Tourism, Hotels & Restaurants Beverages and Alcohol 5,3% Personal Care and Hygiene 5,8% Trade Household Equipment, Furniture And Decorations Food 7,3% Leisure Time 22,7% Pharmaceuticals 8,5% Clothing & Accessories 9,2% Computers and Audio Video 1,1% 0,8% Real Estate 0,7% Other 0,4% Source: gemiusDirectEffect/AdOcean 2012 H1
  • 45. // gemiusAdMonitor Average CTR by sectors – Serbia Clothing & Accessories Pharmaceuticals Household Equipment, Furniture And Decorations Beverages and Alcohol Personal Care and Hygiene Travel, Tourism, Hotels & Restaurants Automotive Finance, Insurance, Brokerage Telecommunications Food Real Estate Computers and Audio Video Trade Media, Books, CD & DVD Leisure Time Source: gemiusDirectEffect/AdOcean 2012 H1
  • 46. // gemiusAdMonitor Share of ad impressions by sectors – Slovakia Telecommunications Finance, Insurance, Brokerage Automotive 10,9% Personal Care and Hygiene Beverages and Alcohol 1,2% 29,7% 1,4% Trade 3,2% Household Equipment, Furniture And Decorations 3,3% Food 4,0% Pharmaceuticals Clothing & Accessories 4,8% Household Products 5,7% Computers and Audio Video Travel, Tourism, Hotels & Restaurants 22,1% Real Estate 0,7% 11,2% 0,6% Media, Books, CD & DVD 0,4% 0,2% Leisure Time 0,2% Other 0,1% Source: gemiusDirectEffect/AdOcean 2012 H1
  • 47. // gemiusAdMonitor Average CTR by sectors – Slovakia Telecommunications Household Products Finance, Insurance, Brokerage Real Estate Automotive Food Personal Care and Hygiene Pharmaceuticals Beverages and Alcohol Household Equipment, Furniture And Decorations Clothing & Accessories Trade Travel, Tourism, Hotels & Restaurants Media, Books, CD & DVD Computers and Audio Video Leisure Time Source: gemiusDirectEffect/AdOcean 2012 H1
  • 48. About the report 3 Most popular advertising forms 5 Chosen market sectors 27 Methodology and definitions 48
  • 49. // Methodology Methodology (1/2) • The source of the data is gemiusDirectEffect/AdOcean research, which is one of the most frequently used advertisement monitoring systems in the CEE region. • Formats typical for mailing were excluded from the research. • Every campaign having place in the analyzed period was included in the research, except the ones that had less than 1000 impressions in the analyzed period. • The presented data on ad impressions and ad clicks are cookie events. • In market sectors, the „other” category contains all the remaining sectors not defined in the research and all other sectors where the number of campaigns from that sector was smaller than 5 in the analyzed period. • gemiusAdMonitor H1 2012 report features CTR (click-through-rate) as the indicator of effectiveness as it is a metric which is commonly available for most online advertising campaigns and one of the most comparable. Still, a complete analysis of an advertising campaign effectiveness requires measuring by more than one metric and this is why Gemius also provides its clients with several additional tools to do so.
  • 50. // Methodology Methodology (2/2) • 17 market sectors were distinguished for the research: – Clothing & Accessories (clothes, shoes, jewelry, bags) – Automotive (cars, trucks, patrol, gas, tires, motors, bicycles) – Beverages and Alcohol (juices, beers, soda, wine, champagne, energy drinks, vodka, mineral water, tea, coffee) – Computers and Audio Video (notebooks, computer accessories, CD players , cameras) – Finance, Insurance, Brokerage (banks, insurance, credit institutions) – Food (sweets, cakes, bread, rolls, meat, fruits, vegetables, rice, noodles) – Household Equipment, Furniture And Decorations (furniture, small household goods, dishes) – Household Products (washing powders, air freshener, washing up liquid) – Leisure Time (cinema, theatre, toys, concerts) – Media, Books, CD & DVD (movies, television stations, radio stations, audiobooks) – Personal Care and Hygiene (cosmetics, perfumes, eyeliners, lipsticks, massage, all body care products, all make up products, body lotions) – Pharmaceuticals (vitamins, antibiotics, pain killers, all pills and medicine equipment) – Real Estate (real estate agencies, housing associations, developers) – Telecommunications (internet, mobile phones, mobile network) – Trade (super-and hypermarkets, shops, warehouses, video rental ) – Travel, Tourism, Hotels & Restaurants (hotels, public transport, buses, trains, planes, travel agencies) – Other
  • 51. // Definitions of concepts Definitions of concepts (1/2) • Creative – a graphic, static or dynamic, advertisement placed on websites. • Ad format – the size of a creative expressed in pixels (e.g. 300x300). • Ad format type – the type of a creative expressed in letters or pixels (e.g.,300x300, Preroll, 250x250, Wallpaper). • Creative area - ad area in pixels, calculated by multiplying ad height by ad width. • Advertising type – all creatives categorized by type (regular banners, rich media, unrecognized formats). • Unrecognized formats – an advertising type consisting of creatives which format and type was not recognized. • Regular Banners – advertising type consisting of ad formats (creatives expressed in pixels). • Rich Media –advertising type consisting of any of the following ad format types: Preroll, Brandmark, Expand, Pop-up/Pop-under, Scroll Toplayer, Toplayer, Interstitial, Wideboard, Video, Wallpaper, xHtml, Sponsored Link, Article, Videostitial. • Campaign – a marketing campaign in which specific creatives are displayed.
  • 52. // Definitions of concepts Definitions of concepts (2/2) • Most often used ad format types – most popular format types determined by the number of creatives in that format. • Ad impression – a single instance of a creative being displayed. • Ad click – a single instance of a creative being clicked. • 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. • Most often used ad formats by sectors – top three most often used ad formats in particular sectors.
  • 53. International Agency Segment Manager Tamas Acs tamas.acs@gemius.com Join us @: Contact: Press contact: Facebook.com/GemiusGroup Gemius SA International Marketing Department Twitter.com/Gemius Wołoska 7 Street marketing@gemius.com Slideshare.net/Gemius_com 02-675 Warsaw, PL YouTube.com/wwwGemiusCom www.gemius.com
  • 54. Gemius as the currency in online measurement JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus. De facto currency: Lithuania, Latvia, Estonia, Bulgaria, Bosnia, Croatia Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia) 54