The most popular and
effective display ads
Bulgaria
Croatia
Czech Rep.
Hungary
Latvia
Ukraine
Lithuania
Poland
Romania
Serbia
Slovakia
Slovenia
H2 2012
gemiusAdMonitor report
Warsaw, April 2013
Content
About the report
Most popular advertising forms
Mobile trends
Chosen market sectors
Methodology and definitions
3
8
36
49
74
About the report
Most popular advertising forms
Mobile trends
Chosen market sectors
Methodology and definitions
3
5
33
46
71
// 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 this report?
–
Average CTR and CTR by country
–
Average CTR by country and format type
–
Average CTR by country – trend
–
Share of campaigns using specific ad format types
–
Top 5 most popular ad formats – Share of campaigns
–
Top 5 most popular ad formats – Average CTR, CTR
–
Desktop/mobile share of ad impressions by quarters
–
Share of ad impressions by sectors
–
Average CTR, CTR by sectors
gemiusAdMonitor, 2012.07.01 – 2012.12.31
// gemiusAdMonitor
How rich media identification changed and why mobile
stats appeared?
Rich Media classification changed compared to the previous waves of the research. Now, the
classification is also based on interactions.
previous method:
Rich Media - 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.
2012.H2 method:
Rich Media - an advertising type consisting of any format type using interactions (without
inscreen, dwell and end) or 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.
Why mobile stats appeared: mobile becomes the strategic part of most of the advertising
campaigns with dedicated creative formats and landing pages therefore it is important to evaluate
how big is the share of the audience watching the advertisement via mobile browsers.
gemiusAdMonitor, 2012.07.01 – 2012.12.31
// gemiusAdMonitor
Analysed countries
Bulgaria
Croatia
Czech
Rep.
Hungary
Latvia
Lithuania
Poland
Romania
Serbia
Slovakia
New countries joined
Slovenia
Ukraine
gemiusAdMonitor, 2012.07.01 – 2012.12.31
// gemiusAdMonitor
Average CTR and CTR – how it’s calculated?
gemiusAdMonitor H2 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.
Average CTR
This method is consistent with the previous waves of the research. Average CTR is an average of
cookie clicks / cookie impressions quotients which is calculated per each creative-placement pair.
This way each creative-placement pair is treated equally no matter how many impressions were
noted.
CTR
This method treats each creative-placement pair based on it’s size in terms of the number of
impressions. The method is taking a quotient of the total number of cookie clicks / total number of
cookie impressions of the given node, whether it is a market sector or a format type. This way
campaigns with less impressions have less impact on the resulting CTR making larger campaigns
more influential. In effect the more impressions on the given creative-placement pair, the more
influence it will have on the resulting CTR.
gemiusAdMonitor, 2012.07.01 – 2012.12.31
Content
About the report
Most popular advertising forms
Mobile trends
Chosen market sectors
Methodology and definitions
3
8
36
49
74
// gemiusAdMonitor
Average CTR and CTR by country
Ukraine
0,95%
0,62%
Poland
0,36%
Slovakia
0,36%
Croatia
0,19%
Czech Republic
0,18%
Latvia
Lithuania
Slovenia
Hungary
Serbia
0,00%
0,39%
0,38%
0,35%
0,10%
0,30%
0,09%
0,30%
0,14%
Romania
0,58%
0,45%
0,31%
Bulgaria
1,15%
0,19%
0,11%
0,13%
0,20%
0,29%
0,28%
0,26%
0,40%
0,60%
Average CTR
0,80%
1,00%
1,20%
1,40%
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Average CTR by country and format type*
Ukraine
Slovakia
Bulgaria
Slovenia
0,16%
Lithuania
1,27%
1,13%
1,09%
0,21%
1,09%
0,25%
1,06%
0,21%
Hungary
0,17%
Croatia
0,19%
Czech Republic
0,20%
Serbia
0,18%
0,00%
1,39%
0,30%
0,17%
Latvia
2,17%
0,39%
Romania
Poland
3,79%
0,33%
0,50%
0,97%
0,95%
0,84%
0,72%
1,00%
1,50%
2,00%
2,50%
Rich Media
Regular Banners
3,00%
3,50%
4,00%
(*) format types are defined in the methodology and definitions section of the report
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Average CTR by country - trend
Ukraine
1,15%
0,62%
0,62%
0,56%
0,58%
Poland
Slovakia
0,29%
Croatia
0,32%
0,39%
0,35%
0,38%
0,30%
0,35%
0,26%
0,30%
Bulgaria
Czech Republic
Latvia
Lithuania
Slovenia
0,30%
0,30%
0,29%
0,27%
0,28%
Romania
Hungary
Serbia
0,00%
0,45%
0,15%
0,20%
0,26%
0,40%
0,60%
2012.H1
0,80%
1,00%
1,20%
1,40%
2012.H2
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of campaigns using specific ad format types*
– Bulgaria
100,0%
4,50%
93,4%
90,0%
4,00%
80,0%
3,50%
3,00%
60,0%
2,50%
CTR
Campaign share
70,0%
50,0%
2,00%
40,0%
1,50%
30,0%
20,0%
10,0%
1,00%
16,1%
0,50%
2,2%
1,8%
1,6%
1,4%
0,2%
0,0%
1,9%
0,00%
Campaign share
Average CTR
CTR
(*) format types are defined in the methodology and definitions section of the report
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of campaigns using specific ad format types*
– Croatia
100,0%
90,0%
2,50%
87,2%
80,0%
2,00%
60,0%
1,50%
CTR
Campaign share
70,0%
50,0%
40,0%
1,00%
30,0%
20,0%
13,3%
0,50%
11,3%
10,0%
8,9%
3,9%
6,9%
0,0%
0,00%
Campaign share
Average CTR
CTR
(*) format types are defined in the methodology and definitions section of the report
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of campaigns using specific ad format types*
– Czech Republic
100,0%
2,50%
90,0%
81,6%
80,0%
2,00%
60,0%
1,50%
CTR
Campaign share
70,0%
50,0%
40,0%
1,00%
30,4%
30,0%
25,3%
20,0%
0,50%
9,1%
10,0%
2,3%
2,1%
0,0%
0,00%
Campaign share
Average CTR
CTR
(*) format types are defined in the methodology and definitions section of the report
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of campaigns using specific ad format types*
– Hungary
100,0%
3,00%
92,2%
90,0%
2,50%
80,0%
2,00%
60,0%
50,0%
40,0%
1,50%
35,0%
1,00%
30,0%
20,0%
10,6%
10,0%
CTR
Campaign share
70,0%
8,8%
0,50%
6,7%
6,4%
5,8%
5,6%
4,0%
2,6%
1,0%
0,0%
3,5%
0,00%
Campaign share
Average CTR
CTR
(*) format types are defined in the methodology and definitions section of the report
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of campaigns using specific ad format types*
– Latvia
2,00%
94,4%
90,0%
1,80%
80,0%
1,60%
70,0%
1,40%
60,0%
1,20%
50,0%
1,00%
40,0%
0,80%
30,0%
0,60%
20,0%
0,40%
10,0%
4,7%
3,8%
1,9%
CTR
Campaign share
100,0%
0,20%
1,2%
0,9%
0,5%
0,0%
0,6%
0,00%
Campaign share
Average CTR
CTR
(*) format types are defined in the methodology and definitions section of the report
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of campaigns using specific ad format types*
– Lithuania
100,0%
2,50%
90,8%
90,0%
80,0%
2,00%
60,0%
1,50%
CTR
Campaign share
70,0%
50,0%
40,0%
1,00%
30,0%
20,0%
10,0%
0,50%
9,2%
8,4%
8,0%
3,3%
1,7%
0,5%
0,0%
0,4%
0,00%
Campaign share
Average CTR
CTR
(*) format types are defined in the methodology and definitions section of the report
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of campaigns using specific ad format types*
– Poland
100,0%
3,00%
90,0%
2,50%
80,0%
2,00%
59,9%
60,0%
50,0%
1,50%
CTR
Campaign share
70,0%
40,0%
30,2%
1,00%
30,0%
20,4%
20,0%
10,0%
13,8%
9,1%
9,0%
8,8%
0,50%
5,3%
4,1%
2,6%
2,2%
0,9%
0,0%
3,2%
0,00%
Campaign share
Average CTR
CTR
(*) format types are defined in the methodology and definitions section of the report
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of campaigns using specific ad format types*
– Romania
100,0%
90,0%
6,00%
88,4%
5,00%
80,0%
4,00%
60,0%
50,0%
3,00%
CTR
Campaign share
70,0%
40,0%
2,00%
30,0%
20,5%
20,0%
10,0%
1,00%
4,6%
3,0%
1,8%
1,5%
1,1%
0,5%
0,0%
1,5%
0,00%
Campaign share
Average CTR
CTR
(*) format types are defined in the methodology and definitions section of the report
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of campaigns using specific ad format types*
– Serbia
100,0%
3,50%
91,3%
90,0%
3,00%
80,0%
2,50%
60,0%
2,00%
CTR
Campaign share
70,0%
50,0%
1,50%
40,0%
30,0%
1,00%
20,0%
11,8%
10,6%
10,0%
0,50%
1,9%
1,9%
1,9%
0,0%
0,00%
Campaign share
Average CTR
CTR
(*) format types are defined in the methodology and definitions section of the report
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of campaigns using specific ad format types*
– Slovakia
100,0%
90,0%
4,50%
4,00%
84,6%
80,0%
3,50%
3,00%
60,0%
2,50%
CTR
Campaign share
70,0%
50,0%
2,00%
40,0%
1,50%
30,0%
1,00%
20,0%
10,0%
8,5%
8,2%
4,8%
3,7%
0,50%
2,5%
1,1%
0,6%
0,0%
0,9%
0,00%
Campaign share
Average CTR
CTR
(*) format types are defined in the methodology and definitions section of the report
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of campaigns using specific ad format types*
– Slovenia
100,0%
98,9%
4,00%
90,0%
3,50%
80,0%
3,00%
2,50%
60,0%
50,0%
2,00%
40,0%
CTR
Campaign share
70,0%
1,50%
30,0%
1,00%
20,0%
0,50%
10,0%
1,6%
1,9%
1,6%
0,0%
0,00%
Campaign share
Average CTR
CTR
(*) format types are defined in the methodology and definitions section of the report
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of campaigns using specific ad format types*
– Ukraine
100,0%
8,00%
90,0%
7,00%
80,0%
6,00%
5,00%
60,0%
50,8%
50,0%
40,0%
4,00%
39,0%
37,3%
CTR
Campaign share
70,0%
3,00%
30,0%
2,00%
20,0%
10,2%
10,0%
0,0%
1,00%
0,00%
Campaign share
Average CTR
CTR
(*) format types are defined in the methodology and definitions section of the report
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Top 5 most popular ad formats – Share of campaigns (1/6)
300x250
72,69%
Bulgaria
728x90
23,57%
300x600
940x210
616x89
8,59%
1,37%
0,22%
Croatia
300x250
66,67%
300x600
27,68%
970x250
27,12%
728x90
22,60%
160x600
0,00%
12,99%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
70,00%
80,00%
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Czech Republic
Top 5 most popular ad formats – Share of campaigns (2/6)
300x600
40,43%
300x300
40,00%
970x210
30,11%
300x250
970x310
26,02%
7,96%
Hungary
300x250
67,32%
728x90
61,45%
468x120
48,95%
250x250
39,91%
970x250
0,00%
27,11%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
70,00%
80,00%
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Top 5 most popular ad formats – Share of campaigns (3/6)
250x250
19,51%
Latvia
995x100
16,10%
980x90
12,02%
250x400
420x260
9,40%
3,22%
Lithuania
300x250
22,57%
750x100
15,23%
300x600
11,60%
995x100
8,22%
980x200
0,00%
7,80%
5,00%
10,00%
15,00%
20,00%
25,00%
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Top 5 most popular ad formats – Share of campaigns (4/6)
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Top 5 most popular ad formats – Share of campaigns (5/6)
300x250
77,50%
Serbia
728x90
53,75%
300x600
300x300
250x180
8,33%
3,33%
2,50%
Slovakia
300x300
64,16%
300x600
6,85%
120x600
6,39%
990x200
160x600
0,00%
5,48%
4,22%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
70,00%
80,00%
90,00%
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Top 5 most popular ad formats – Share of campaigns (6/6)
160x600
46,20%
Slovenia
300x250
45,65%
728x90
300x600
1000x150
19,84%
4,62%
4,08%
Ukraine
300x250
70,00%
240x350
53,33%
240x400
23,33%
728x240
23,33%
728x90
0,00%
10,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
70,00%
80,00%
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Top 5 most popular ad formats – Average CTR, CTR (1/6)
0,44%
940x210
Bulgaria
300x600
0,23%
300x250
728x90
Croatia
0,24%
0,10%
0,14%
0,12%
970x250
0,22%
160x600
0,22%
0,20%
0,00%
0,27%
0,15%
0,14%
300x600
300x250
0,30%
0,26%
0,15%
616x89
728x90
0,65%
0,11%
0,08%
0,10%
0,07%
0,10%
0,20%
0,30%
0,40%
Average CTR
CTR
0,50%
0,60%
0,70%
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Top 5 most popular ad formats – Average CTR, CTR (2/6)
Czech Republic
300x600
0,18%
0,18%
0,17%
970x210
300x300
0,13%
0,09%
970x310
300x250
0,25%
0,08%
0,06%
0,11%
0,08%
0,31%
0,30%
Hungary
970x250
300x250
728x90
0,05%
468x120
0,05%
250x250
0,00%
0,13%
0,06%
0,04%
0,05%
0,09%
0,08%
0,07%
0,10%
0,15%
0,20%
Average CTR
CTR
0,25%
0,30%
0,35%
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Top 5 most popular ad formats – Average CTR, CTR (3/6)
420x260
Latvia
995x100
250x250
0,23%
0,18%
0,21%
0,12%
0,15%
0,04%
250x400
0,13%
0,05%
0,12%
0,12%
980x90
Lithuania
980x200
0,23%
750x100
0,00%
0,21%
0,10%
995x100
300x250
0,22%
0,16%
300x600
0,19%
0,11%
0,12%
0,03%
0,05%
0,27%
0,10%
0,15%
Average CTR
0,20%
0,25%
0,30%
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Top 5 most popular ad formats – Average CTR, CTR (4/6)
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Top 5 most popular ad formats – Average CTR, CTR (5/6)
1,29%
300x300
Serbia
728x90
0,08%
0,18%
300x250
0,13%
0,07%
300x600
0,13%
0,12%
250x180
0,06%
0,06%
Slovakia
990x200
0,37%
300x600
300x300
0,40%
0,20%
0,12%
120x600
0,12%
0,11%
0,20%
0,49%
0,47%
0,21%
160x600
0,00%
1,44%
0,26%
0,40%
0,60%
0,80%
Average CTR
1,00%
1,20%
1,40%
1,60%
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Top 5 most popular ad formats – Average CTR, CTR (6/6)
160x600
Slovenia
300x600
0,14%
300x250
0,19%
0,13%
0,11%
1000x150
728x90
0,21%
0,08%
0,08%
0,07%
0,13%
0,12%
0,45%
Ukraine
728x90
240x350
0,28%
300x250
0,27%
0,29%
0,52%
0,23%
0,20%
728x240
0,15%
0,17%
240x400
0,00%
0,55%
0,10%
0,20%
0,30%
Average CTR
0,40%
0,50%
0,60%
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
About the report
Most popular advertising forms
Mobile trends
Chosen market sectors
Methodology and definitions
3
8
36
49
74
// gemiusAdMonitor
Desktop/mobile share of ad impressions by quarters
– Bulgaria
100,0%
1,2%
1,4%
98,0%
2,7%
2,7%
96,0%
94,0%
92,0%
90,0%
88,0%
86,0%
84,0%
82,0%
98,8%
98,6%
97,3%
97,3%
2012.Q1
2012.Q2
2012.Q3
2012.Q4
80,0%
Desktop (%)
Mobile (%)
Source: gemiusDirectEffect 2012
// gemiusAdMonitor
Desktop/mobile share of ad impressions by quarters
– Croatia
100,0%
98,0%
2,1%
2,2%
2,9%
3,2%
96,0%
94,0%
92,0%
90,0%
88,0%
86,0%
84,0%
82,0%
97,9%
97,8%
97,1%
96,8%
2012.Q1
2012.Q2
2012.Q3
2012.Q4
80,0%
Desktop (%)
Mobile (%)
Source: gemiusDirectEffect 2012
// gemiusAdMonitor
Desktop/mobile share of ad impressions by quarters
– Czech Republic
100,0%
1,3%
1,7%
98,0%
2,4%
2,4%
96,0%
94,0%
92,0%
90,0%
88,0%
86,0%
84,0%
82,0%
98,7%
98,3%
97,6%
97,6%
2012.Q1
2012.Q2
2012.Q3
2012.Q4
80,0%
Desktop (%)
Mobile (%)
Source: gemiusDirectEffect 2012
// gemiusAdMonitor
Desktop/mobile share of ad impressions by quarters
– Hungary
100,0%
1,9%
98,0%
2,3%
4,7%
96,0%
3,8%
94,0%
92,0%
90,0%
88,0%
86,0%
84,0%
82,0%
98,1%
97,7%
95,3%
96,2%
2012.Q1
2012.Q2
2012.Q3
2012.Q4
80,0%
Desktop (%)
Mobile (%)
Source: gemiusDirectEffect 2012
// gemiusAdMonitor
Desktop/mobile share of ad impressions by quarters
– Latvia
100,0%
1,6%
98,0%
2,0%
2,5%
3,1%
96,0%
94,0%
92,0%
90,0%
88,0%
86,0%
84,0%
82,0%
98,4%
98,0%
97,5%
96,9%
2012.Q1
2012.Q2
2012.Q3
2012.Q4
80,0%
Desktop (%)
Mobile (%)
Source: gemiusDirectEffect 2012
// gemiusAdMonitor
Desktop/mobile share of ad impressions by quarters
– Lithuania
100,0%
1,6%
1,8%
98,0%
2,5%
4,6%
96,0%
94,0%
92,0%
90,0%
88,0%
86,0%
84,0%
82,0%
98,4%
98,2%
97,5%
95,4%
2012.Q1
2012.Q2
2012.Q3
2012.Q4
80,0%
Desktop (%)
Mobile (%)
Source: gemiusDirectEffect 2012
// gemiusAdMonitor
Desktop/mobile share of ad impressions by quarters
– Poland
100,0%
0,6%
0,8%
1,2%
1,6%
99,4%
99,2%
98,8%
98,4%
2012.Q1
2012.Q2
2012.Q3
2012.Q4
98,0%
96,0%
94,0%
92,0%
90,0%
88,0%
86,0%
84,0%
82,0%
80,0%
Desktop (%)
Mobile (%)
Source: gemiusDirectEffect 2012
// gemiusAdMonitor
Desktop/mobile share of ad impressions by quarters
– Romania
100,0%
1,0%
1,4%
1,5%
99,0%
98,6%
98,5%
97,9%
2012.Q1
2012.Q2
2012.Q3
2012.Q4
98,0%
2,1%
96,0%
94,0%
92,0%
90,0%
88,0%
86,0%
84,0%
82,0%
80,0%
Desktop (%)
Mobile (%)
Source: gemiusDirectEffect 2012
// gemiusAdMonitor
Desktop/mobile share of ad impressions by quarters
– Serbia
100,0%
98,0%
2,9%
3,3%
4,0%
96,0%
4,5%
94,0%
92,0%
90,0%
88,0%
86,0%
84,0%
82,0%
97,1%
96,7%
96,0%
95,5%
2012.Q1
2012.Q2
2012.Q3
2012.Q4
80,0%
Desktop (%)
Mobile (%)
Source: gemiusDirectEffect 2012
// gemiusAdMonitor
Desktop/mobile share of ad impressions by quarters
– Slovakia
100,0%
98,0%
2,2%
2,4%
3,0%
3,4%
96,0%
94,0%
92,0%
90,0%
88,0%
86,0%
84,0%
82,0%
97,8%
97,6%
97,0%
96,6%
2012.Q1
2012.Q2
2012.Q3
2012.Q4
80,0%
Desktop (%)
Mobile (%)
Source: gemiusDirectEffect 2012
// gemiusAdMonitor
Desktop/mobile share of ad impressions by quarters
– Slovenia
100,0%
98,0%
2,2%
2,3%
3,0%
4,6%
96,0%
94,0%
92,0%
90,0%
88,0%
86,0%
84,0%
82,0%
97,8%
97,7%
95,4%
97,0%
2012.Q1
2012.Q2
2012.Q3
2012.Q4
80,0%
Desktop (%)
Mobile (%)
Source: gemiusDirectEffect 2012
// gemiusAdMonitor
Desktop/mobile share of ad impressions by quarters
– Ukraine
100,0%
1,5%
1,9%
2,3%
2,9%
98,0%
96,0%
94,0%
92,0%
90,0%
88,0%
86,0%
84,0%
82,0%
98,5%
97,1%
98,1%
97,7%
2012.Q1
2012.Q2
2012.Q3
2012.Q4
80,0%
Desktop (%)
Mobile (%)
Source: gemiusDirectEffect 2012
About the report
Most popular advertising forms
Mobile trends
Chosen market sectors
Methodology and definitions
3
8
36
49
74
// gemiusAdMonitor
Share of ad impressions by sectors
– Bulgaria
Household Equipment, Furniture And Decorations
Media, Books, CD & DVD
Finance, Insurance, Brokerage
14,3%
Leisure Time
Telecommunications
26,9%
Food
Automotive
13,5%
Beverages and Alcohol
Pharmaceuticals
Computers and Audio Video
1,4%
1,6%
2,4%
Personal Care and Hygiene
12,0%
4,1%
Travel, Tourism, Hotels & Restaurants
4,1%
0,8%
0,8%
0,5%
0,3%
0,1%
Real Estate
4,3% 4,6%
8,2%
Clothing & Accessories
Household Products
Trade
Other
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Average CTR, CTR by sectors
– Bulgaria
Clothing & Accessories
Automotive
Real Estate
Beverages and Alcohol
Computers and Audio Video
Personal Care and Hygiene
Food
Pharmaceuticals
Finance, Insurance, Brokerage
Household Products
Household Equipment, Furniture And Decorations
Telecommunications
Travel, Tourism, Hotels & Restaurants
Media, Books, CD & DVD
Leisure Time
Trade
Average CTR
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of ad impressions by sectors
– Croatia
Finance, Insurance, Brokerage
Automotive
8,6%
Computers and Audio Video
2,1%
2,7%
24,0%
Personal Care and Hygiene
5,8%
Travel, Tourism, Hotels & Restaurants
7,8%
Food
Beverages and Alcohol
7,9%
16,6%
Telecommunications
Clothing & Accessories
10,4%
13,3%
Trade
Other
0,8%
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Average CTR, CTR by sectors
– Croatia
Clothing & Accessories
Trade
Personal Care and Hygiene
Beverages and Alcohol
Automotive
Telecommunications
Food
Finance, Insurance, Brokerage
Computers and Audio Video
Travel, Tourism, Hotels & Restaurants
Average CTR
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of ad impressions by sectors
– Czech Republic
Finance, Insurance, Brokerage
Automotive
Travel, Tourism, Hotels & Restaurants
7,9%
Personal Care and Hygiene
1,5%
1,7%
2,9%
Telecommunications
36,4%
2,9%
Household Equipment, Furniture And Decorations
Trade
3,0%
Leisure Time
4,1%
Food
Real Estate
4,9%
Beverages and Alcohol
5,4%
Computers and Audio Video
12,3%
1,4%
1,1%
1,1%
0,7%
12,5%
Pharmaceuticals
Household Products
Clothing & Accessories
Other
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Average CTR, CTR by sectors
– Czech Republic
Clothing & Accessories
Beverages and Alcohol
Food
Household Equipment, Furniture And Decorations
Leisure Time
Automotive
Personal Care and Hygiene
Telecommunications
Finance, Insurance, Brokerage
Trade
Pharmaceuticals
Computers and Audio Video
Household Products
Travel, Tourism, Hotels & Restaurants
Real Estate
Average CTR
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of ad impressions by sectors
– Hungary
Telecommunications
Finance, Insurance, Brokerage
Automotive
3,5%
2,1%
2,1%
2,9%
Food
27,8%
3,2%
Trade
Personal Care and Hygiene
3,4%
Pharmaceuticals
3,8%
Beverages and Alcohol
3,9%
Leisure Time
Computers and Audio Video
5,9%
Household Products
Travel, Tourism, Hotels & Restaurants
10,0%
27,5%
Media, Books, CD & DVD
Clothing & Accessories
1,4%
1,2%
0,7%
0,6%
Household Equipment, Furniture And Decorations
Other
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Average CTR, CTR by sectors
– Hungary
Leisure Time
Personal Care and Hygiene
Beverages and Alcohol
Food
Household Equipment, Furniture And Decorations
Household Products
Clothing & Accessories
Finance, Insurance, Brokerage
Computers and Audio Video
Automotive
Pharmaceuticals
Trade
Telecommunications
Media, Books, CD & DVD
Travel, Tourism, Hotels & Restaurants
Average CTR
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of ad impressions by sectors
– Latvia
Trade
Travel, Tourism, Hotels & Restaurants
Leisure Time
14,0%
Automotive
16,8%
Telecommunications
Media, Books, CD & DVD
2,1%
2,3%
2,5%
Pharmaceuticals
Finance, Insurance, Brokerage
15,6%
4,2%
Computers and Audio Video
Real Estate
Beverages and Alcohol
4,2%
Food
7,5%
10,0%
7,8%
1,0%
0,9%
0,9%
0,5%
0,4%
Personal Care and Hygiene
Clothing & Accessories
9,5%
Household Equipment, Furniture And Decorations
Household Products
Other
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Average CTR, CTR by sectors
– Latvia
Telecommunications
Food
Computers and Audio Video
Personal Care and Hygiene
Finance, Insurance, Brokerage
Beverages and Alcohol
Automotive
Clothing & Accessories
Travel, Tourism, Hotels & Restaurants
Real Estate
Trade
Household Equipment, Furniture And Decorations
Pharmaceuticals
Household Products
Leisure Time
Media, Books, CD & DVD
Average CTR
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of ad impressions by sectors
– Lithuania
Leisure Time
Trade
Finance, Insurance, Brokerage
10,5%
Automotive
18,8%
1,3%
2,3%
2,3%
2,3%
Beverages and Alcohol
Real Estate
Pharmaceuticals
2,8%
Media, Books, CD & DVD
3,2%
Travel, Tourism, Hotels & Restaurants
18,8%
4,9%
Clothing & Accessories
Telecommunications
5,2%
Food
5,5%
8,7%
11,7%
Computers and Audio Video
Household Equipment, Furniture And Decorations
Personal Care and Hygiene
1,1%
0,8%
Other
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Average CTR, CTR by sectors
– Lithuania
Travel, Tourism, Hotels & Restaurants
Personal Care and Hygiene
Beverages and Alcohol
Automotive
Food
Telecommunications
Pharmaceuticals
Finance, Insurance, Brokerage
Leisure Time
Clothing & Accessories
Computers and Audio Video
Media, Books, CD & DVD
Household Equipment, Furniture And Decorations
Trade
Real Estate
Average CTR
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of ad impressions by sectors
– Poland
Telecommunications
Finance, Insurance, Brokerage
Automotive
4,3%
Trade
2,0%
2,3%
2,5%
3,3%
25,1%
Personal Care and Hygiene
Food
Household Equipment, Furniture And Decorations
3,9%
Beverages and Alcohol
Computers and Audio Video
6,4%
Pharmaceuticals
6,6%
14,2%
Media, Books, CD & DVD
Travel, Tourism, Hotels & Restaurants
7,7%
8,2%
1,7%
1,3%
0,4%
0,1%
Clothing & Accessories
9,9%
Leisure Time
Household Products
Real Estate
Other
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Average CTR, CTR by sectors
– Poland
Leisure Time
Media, Books, CD & DVD
Personal Care and Hygiene
Food
Travel, Tourism, Hotels & Restaurants
Pharmaceuticals
Clothing & Accessories
Beverages and Alcohol
Telecommunications
Household Products
Trade
Household Equipment, Furniture And Decorations
Computers and Audio Video
Automotive
Finance, Insurance, Brokerage
Real Estate
Average CTR
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of ad impressions by sectors
– Romania
Trade
Finance, Insurance, Brokerage
Automotive
15,9%
Leisure Time
19,2%
Telecommunications
Media, Books, CD & DVD
1,3%
1,6%
1,8%
2,0%
2,0%
2,3%
Personal Care and Hygiene
Household Equipment, Furniture And Decorations
Real Estate
18,5%
Food
3,3%
Travel, Tourism, Hotels & Restaurants
4,0%
Household Products
4,2%
10,1%
1,1%
0,9%
0,1%
Pharmaceuticals
11,4%
Beverages and Alcohol
Computers and Audio Video
Clothing & Accessories
Other
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Average CTR, CTR by sectors
– Romania
Personal Care and Hygiene
Beverages and Alcohol
Household Products
Leisure Time
Food
Clothing & Accessories
Media, Books, CD & DVD
Pharmaceuticals
Trade
Household Equipment, Furniture And Decorations
Computers and Audio Video
Automotive
Travel, Tourism, Hotels & Restaurants
Real Estate
Telecommunications
Finance, Insurance, Brokerage
Average CTR
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of ad impressions by sectors
– Serbia
Telecommunications
Finance, Insurance, Brokerage
4,0%
1,7%
2,8%
3,9%
Personal Care and Hygiene
Automotive
5,7%
Beverages and Alcohol
46,4%
6,1%
Computers and Audio Video
Food
6,7%
Travel, Tourism, Hotels & Restaurants
Leisure Time
9,4%
Trade
10,7%
Household Equipment, Furniture And Decorations
1,3%
1,3%
Other
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Average CTR, CTR by sectors
– Serbia
Leisure Time
Travel, Tourism, Hotels & Restaurants
Trade
Household Equipment, Furniture And Decorations
Automotive
Food
Finance, Insurance, Brokerage
Computers and Audio Video
Beverages and Alcohol
Personal Care and Hygiene
Telecommunications
Average CTR
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of ad impressions by sectors
– Slovakia
Telecommunications
Finance, Insurance, Brokerage
Beverages and Alcohol
8,7%
1,5%
1,9%
2,0%
3,2%
Automotive
28,0%
Food
Household Equipment, Furniture And Decorations
Personal Care and Hygiene
Computers and Audio Video
4,3%
Trade
4,4%
Clothing & Accessories
Media, Books, CD & DVD
4,8%
Real Estate
7,5%
1,3%
1,1%
0,5%
0,4%
0,1%
21,5%
9,0%
Pharmaceuticals
Travel, Tourism, Hotels & Restaurants
Leisure Time
Household Products
Other
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Average CTR, CTR by sectors
– Slovakia
Telecommunications
Food
Personal Care and Hygiene
Real Estate
Household Products
Automotive
Beverages and Alcohol
Finance, Insurance, Brokerage
Pharmaceuticals
Trade
Household Equipment, Furniture And Decorations
Computers and Audio Video
Travel, Tourism, Hotels & Restaurants
Clothing & Accessories
Media, Books, CD & DVD
Leisure Time
Average CTR
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of ad impressions by sectors
– Slovenia
Finance, Insurance, Brokerage
Automotive
Trade
17,4%
Telecommunications
Computers and Audio Video
35,3%
1,0%
1,2%
3,1%
Personal Care and Hygiene
Food
3,7%
Travel, Tourism, Hotels & Restaurants
3,7%
Leisure Time
3,8%
Beverages and Alcohol
6,6%
Household Products
9,8%
13,5%
Pharmaceuticals
Household Equipment, Furniture And Decorations
0,4%
0,3%
0,1%
Other
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Average CTR, CTR by sectors
– Slovenia
Household Products
Telecommunications
Personal Care and Hygiene
Finance, Insurance, Brokerage
Household Equipment, Furniture And Decorations
Beverages and Alcohol
Travel, Tourism, Hotels & Restaurants
Leisure Time
Trade
Automotive
Pharmaceuticals
Food
Computers and Audio Video
Average CTR
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Share of ad impressions by sectors
– Ukraine
Trade
5,7%
4,8%
Computers and Audio Video
12,6%
40,3%
Beverages and Alcohol
Telecommunications
13,7%
Finance, Insurance, Brokerage
22,9%
Other
Source: gemiusDirectEffect/AdOcean 2012 H2
// gemiusAdMonitor
Average CTR, CTR by sectors
– Ukraine
Beverages and Alcohol
Computers and Audio Video
Telecommunications
Trade
Finance, Insurance, Brokerage
Average CTR
CTR
Source: gemiusDirectEffect/AdOcean 2012 H2
About the report
Most popular advertising forms
Mobile trends
Chosen market sectors
Methodology and definitions
3
8
36
49
74
// 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.
// 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 – an advertising type consisting of any format type using interactions
(without inscreen, dwell and end) or 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-placement pair of the given ad format.
CTR (Click Through Ratio) – cookie clicks / cookie impressions for the 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.
Desktop/mobile share of ad impressions – based on campaigns starting and ending in
the analyzed period. The desktop/mobile distinction relies on browser type
categorization in which the impression was noted.
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.
•
•
•
•
•
•
•
gemiusDirectEffect Product Manager
Tamas Acs
tamas.acs@gemius.com
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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)
80