Gemius admonitor report_2014

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gemiusAdMonitor
Market sectors
2013.08 - 2014.01

About the report 3
Chosen market sectors 6
Methodology and definitions 36
Content

4
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. The report describes the advertising activity within chosen sectors of online market such
as: finance, telecommunication and other.
What can be found in this report?
➜ Share of ad impressions by sectors
➜ Share of ad clicks by sectors
➜ Share of campaings by sectors

5
Analysed countries
Bulgaria Croatia Czech Rep. Hungary Latvia
Lithuania Poland Romania Serbia Slovakia

7Source: gemiusDirectEffect/AdOcean 2013.08-2014.01
Share of ad impressions by sectors – Bulgaria
17.26%
10.29%
8.66%
7.65%
5.89%4.72%
4.62%
3.98%
3.74%
2.98%
2.68%
2.23%
2.16%
1.96%
1.21%
0.02%
19.96%
Finance, Insurance, Brokerage
Household Equipment, Furniture And Decorations
Trade
Telecommunications
Pharmaceuticals
Beverages and Alcohol
Personal Care and Hygiene
Clothing & Accessories
Automotive
Media, Books, CD & DVD
Leisure Time
Computers and Audio Video
Household Products
Food
Travel, Tourism, Hotels & Restaurants
Real Estate
Other

Share of ad clicks by sectors – Bulgaria
15.87%
14.44%
13.65%
10.77%
7.45%
6.23%
6.03%
4.04%
3.08%
2.95%
1.96%
1.95%
1.82%
1.82%
1.78%
0.08%
6.07%
Telecommunications
Automotive
Trade
Food
Pharmaceuticals
Leisure Time
Household Products
Real Estate
Other

Share of campaigns by sectors – Bulgaria
15.14%
12.50%
10.68%
8.39%
6.06%
5.86%
5.63%
5.47%
5.32%
3.80%
3.42%
3.38%
2.45%
1.63%
1.32%
0.35%
8.62%
Telecommunications
Leisure Time
Automotive
Trade
Pharmaceuticals
Food
Household Products
Real Estate
Other

Share of ad impressions by sectors – Croatia
19.98%
17.03%
15.06%7.77%
5.86%
5.71%
5.71%
4.82%
3.52%
3.08%
2.44%
2.14%
1.80%
1.67%
1,13%
2,28%
Automotive
Leisure Time
Food
Trade
Telecommunications
Household Products
Pharmaceuticals
Other

Share of ad clicks by sectors – Croatia
27.02%
14.49%
12.10%
6.59%
6.42%
5.98%
4.98%
4.83%
4.17%
3.58%
3.34%
2.33%
1.64%
1,02%
0,19%
1.34%
Automotive
Food
Trade
Household Products
Leisure Time
Telecommunications
Pharmaceuticals
Other

Share of campaigns by sectors – Croatia
19.75%
10.87%
8.88%
8.70%
8.15%
6.88%
6.34%
5.98%
5.62%
5.43%
2.90%
2.36%
1.99%
1.63%
1.63%
2.90%
Automotive
Food
Trade
Leisure Time
Household Products
Telecommunications
Pharmaceuticals
Other

Share of ad impressions by sectors – Czech Republic
27.06%
16.24%
13.62%
7.23%
7.05%
4.94%
3.07%
2.36%
2.05%
1.65%
1.38%
1.21%
1.15%
0,80%
0,65%
0.61%
8.92%
Trade
Automotive
Telecommunications
Leisure Time
Food
Household Products
Real Estate
Pharmaceuticals
Other

Share of ad clicks by sectors – Czech Republic
18.58%
17.75%
12.17%
8.65%
6.45%
6.42%
3.23%
3.23%
2.85%
2.70%
2.59%
2.11%
1.97%
1,65%
1,51%
0.55%
7.58%
Trade
Automotive
Telecommunications
Food
Household Products
Leisure Time
Pharmaceuticals
Real Estate
Other

Share of campaigns by sectors – Czech Republic
17.26%
14.38%
11.08%
6.74%4.91%
4.79%
4.37%
4.06%
3.81%
3.38%
2.76%
2.45%
2.20%
1.92%
1.49%
0.82%
13.56%
Trade
Automotive
Telecommunications
Leisure Time
Food
Real Estate
Pharmaceuticals
Household Products
Other

Share of ad impressions by sectors – Hungary
26.58%
21.16%
7.34%
7.06%
6.23%
6.19%
3.73%
3.19%
2.11%
1.89%
1.76%
1.75%
1.58%
1.56%
0,98%
0.31%
6.61%
Telecommunications
Trade
Automotive
Food
Pharmaceuticals
Household Products
Leisure Time
Real Estate
Other

Share of ad clicks by sectors – Hungary
22.71%
14.50%
9.84%
8.90%
6.66%
6.51%
5.45%
3.40%
3.30%
2.97%
2.86%
2.84%
1.53%
1.51%
1.34%
0.30%
5.39%
Telecommunications
Trade
Automotive
Food
Pharmaceuticals
Household Products
Leisure Time
Real Estate
Other

Share of campaigns by sectors – Hungary
12.64%
11.07%
8.71%
8.24%
6.62%
5.75%
5.66%
4.92%
4.53%
3.44%
2.88%
2.88%
2.75%
2.61%
1.70%
0,65%
14.95%
Telecommunications
Food
Automotive
Trade
Pharmaceuticals
Leisure Time
Household Products
Real Estate
Other

Share of ad impressions by sectors – Latvia
18.42%
14.35%
11.38%
9.88%
9.64%
9.59%
4.20%
3.63%
3.58%
3.35%
1.98%
1.18%
0.99%
0.87%
0.72%
0.44%
5.80%
Trade
Leisure Time
Pharmaceuticals
Automotive
Telecommunications
Food
Real Estate
Household Products
Other

Share of ad clicks by sectors – Latvia
26.08%
12.35%
11.74%10.02%
9.30%
6.38%
4.73%
3.55%
3.22%
2.60%
2.52%
2.27%
1.66%
1.32%
0.72%
0.17%
1.36%
Trade
Telecommunications
Automotive
Leisure Time
Food
Pharmaceuticals
Real Estate
Household Products
Other

Share of campaigns by sectors – Latvia
19.31%
16.44%
15.36%9.63%
6.98%
6.71%
3.95%
3.79%
3.68%
2.97%
2.11%
1.57%
1.57%
1.51%
1.19%
0.38%
2.87%
Leisure Time
Trade
Automotive
Telecommunications
Food
Real Estate
Pharmaceuticals
Household Products
Other

22Source: AdOcean 2013.08-2014.01
Share of ad impressions by sectors – Lithuania
18.12%
14.11%
10.79%
9.18%
5.78%
5.30%
5.11%
4.57%
4.19%
4.19%
3.00%
2.21%
1.73%
0.97%
0.66%
0.04%
10.06%
Trade
Leisure Time
Automotive
Pharmaceuticals
Food
Real Estate
Telecommunications
Household Products
Other

23Source: AdOcean 2013.08-2014.01
Share of ad clicks by sectors – Lithuania
18.76%
12.44%
9.16%
7.16%
4.80%
4.74%
5.40%
3.92%
2.71%
8.42%
4.09%
4.05%
1.85%
1,73%
1.31%
0.13%
9.33%
Trade
Leisure Time
Automotive
Pharmaceuticals
Food
Real Estate
Telecommunications
Household Products
Other

24Source: AdOcean 2013.08-2014.01
Share of campaigns by sectors – Lithuania
19.38%
13.85%
8.92%
7.55%5.53%
4.43%
3.91%
3.86%
3.72%
3.67%
3.38%
2.83%
2.70%
2.62%
2.31%
0.73%
10.60%
Trade
Leisure Time
Automotive
Food
Telecommunications
Pharmaceuticals
Real Estate
Household Products
Other

25Source: gemiusDirectEffect 2013.08-2014.01
Share of ad impressions by sectors – Poland
19.77%
18.73%
13.10%9.74%
8.00%
6.09%
4.59%
3.45%
2.12%
2.09%
1.78%
1.48%
1.22%
1,06%
0,84%
5.94%
Telecommunications
Automotive
Trade
Food
Leisure Time
Pharmaceuticals
Household Products
Other

Share of ad clicks by sectors – Poland
20.75%
12.90%
12.68%
10.42%
7.61%
7.58%
4.80%
4.12%
3.12%
2.92%
2.62%
2.12%
1.72%
1.36%
0.64%4.64%
Telecommunications
Automotive
Food
Trade
Leisure Time
Pharmaceuticals
Household Products
Other

Share of campaigns by sectors – Poland
13.49%
12.73%
11.70%
10.74%
9.02%
8.60%
6.88%
5.02%
3.58%
2.96%
2.62%
2.27%
1.93%
1.86%
1.65%
4.96%
Food
Telecommunications
Trade
Automotive
Leisure Time
Pharmaceuticals
Household Products
Other

Share of ad impressions by sectors – Romania
11.74%
7.73%
7.28%
7.11%
5.83%
4.80%
4.11%
4.01%
2.87%
2.31%
2.22%
2.06%
1.86%
1,35%
1.16%
1,07%
32.49%
Automotive
Trade
Pharmaceuticals
Household Products
Food
Leisure Time
Real Estate
Telecommunications
Other

Share of ad clicks by sectors – Romania
15.68%
9.14%
6.71%
5.91%
5.82%
5.82%5.23%
4.36%
3.94%
2.76%
2.56%
2.56%
1.79%
1.63%
1.53%
0,78%
23.79%
Trade
Pharmaceuticals
Automotive
Food
Telecommunications
Household Products
Leisure Time
Real Estate
Other

Share of campaigns by sectors – Romania
10.75%
9.41%
7.80%
6.29%
5.57%
5.27%
5.15%4.68%
4.21%
4.13%
3.42%
2.05%
1.98%
1.56%
1.21%
0.35%
26.17%
Automotive
Leisure Time
Household Products
Food
Pharmaceuticals
Telecommunications
Trade
Real Estate
Other

Share of ad impressions by sectors – Serbia
33.32%
10.50%
8.51%
8.42%
5.86%
5.84%
5.39%
5.13%
3.93%
2.61%
2.14%
1.96%
1.66%
1,04%
0,36%
0,20%
3.12%
Telecommunications
Automotive
Trade
Leisure Time
Food
Real Estate
Household Products
Pharmaceuticals
Other

Share of ad clicks by sectors – Serbia
34.00%
12.32%
8.31%
7.62%
6.87%
6.58%
6.11%
3.94%
2.98%
1.99%
1.93%
1.77%
1.60%
1,35%
0,65%
0,50%
1.48%
Telecommunications
Food
Automotive
Trade
Leisure Time
Real Estate
Pharmaceuticals
Household Products
Other

Share of campaigns by sectors – Serbia
25.19%
11.18%
8.69%
7.92%
7.27%
7.10%
6.15%
5.14%
3.43%
3.43%
3.37%
2.13%
1.77%
1.42%
0,65%
0,53%
4.61%
Telecommunications
Trade
Food
Automotive
Leisure Time
Real Estate
Household Products
Pharmaceuticals
Other

Share of ad impressions by sectors – Slovakia
23.51%
18.78%
14.13%
7.62%
6.54%
5.90%
4.12%
3.62%
3.50%
1.27%
1.10%
0.90%
0,50%
0.33%
0.25%
0.21%
7.73%
Telecommunications
Trade
Automotive
Food
Real Estate
Pharmaceuticals
Household Products
Leisure Time
Other

Share of ad clicks by sectors – Slovakia
34.55%
17.92%9.96%
7.25%
7.13%
3.73%
3.61%
3.44%
2.48%
1.25%
1.23%
0.69%
0,60%
0,34%
0,30%
0,20%
5.32%
Telecommunications
Trade
Automotive
Food
Household Products
Pharmaceuticals
Real Estate
Leisure Time
Other

Share of campaigns by sectors – Slovakia
15.57%
13.73%
10.77%
10.52%7.04%
4.19%
3.83%
3.68%
3.52%
2.96%
2.65%
2.25%
2.14%
1.89%
1.89%
1,84%
11.54%
Trade
Telecommunications
Automotive
Food
Pharmaceuticals
Real Estate
Household Products
Leisure Time
Other

38
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.
➜ From the analyses all self-promotion campaigns were removed (it is campaigns with low priority, which are used to make use of
impressions which would be lost for any commercial or exclusive campaigns). Self-promotion campaigns are used only in AdOcean system.
➜ 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.

39
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

40
Definitions of concepts
➜ Creative – a graphic, static or dynamic, advertisement placed on websites.
➜ Campaign – a marketing campaign in which specific creatives are displayed.
➜ Ad impression – a single instance of a creative being displayed.
➜ Ad click – a single instance of a creative being clicked.
➜ 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.

Gemius SRL
Strada Semicercului, Nr 12, etaj 3
Sector 1, Bucuresti
Contact:
Iulia Pop
iulia.pop@gemius.com
www.gemius.com

Gemius admonitor report_2014

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