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gemiusAdMonitor	  report	  Warsaw,	  April	  2013	  	  The	  most	  popular	  and	  effec2ve	  display	  ads	  H2	  2012	  ...
Content	  About	  the	  report	   3	  Most	  popular	  adver;sing	  forms	   8	  Mobile	  trends	   36	  Chosen	  market	 ...
About	  the	  report	   3	  Most	  popular	  adver;sing	  forms	   5	  Mobile	  trends	   33	  Chosen	  market	  sectors	 ...
4	  gemiusAdMonitor	  //	  gemiusAdMonitor,	  2012.07.01	  –	  2012.12.31	  About	  the	  report	  	   gemiusAdMonitor	   ...
5	  gemiusAdMonitor	  //	  gemiusAdMonitor,	  2012.07.01	  –	  2012.12.31	  Analysed	  countries	  Bulgaria	  	   Croa;a	 ...
6	  gemiusAdMonitor	  //	  gemiusAdMonitor,	  2012.07.01	  –	  2012.12.31	  Average	  CTR	  and	  CTR	  –	  how	  it’s	  c...
7	  gemiusAdMonitor	  //	  gemiusAdMonitor,	  2012.07.01	  –	  2012.12.31	  How	  rich	  media	  iden;fica;on	  changed	  a...
Content	  About	  the	  report	   3	  Most	  popular	  adver;sing	  forms	   8	  Mobile	  trends	   36	  Chosen	  market	 ...
9	  gemiusAdMonitor	  //	  Average	  CTR	  and	  CTR	  by	  country	  Source:	  gemiusDirectEffect/AdOcean	  2012	  H2	  0,...
10	  gemiusAdMonitor	  //	  Average	  CTR	  by	  country	  and	  format	  type*	  Source:	  gemiusDirectEffect/AdOcean	  20...
11	  gemiusAdMonitor	  //	  Average	  CTR	  by	  country	  -­‐	  trend	  Source:	  gemiusDirectEffect/AdOcean	  2012	  H2	  
12	  gemiusAdMonitor	  //	  Share	  of	  campaigns	  using	  specific	  ad	  format	  types*	  –	  Bulgaria	  Source:	  gem...
13	  gemiusAdMonitor	  //	  Share	  of	  campaigns	  using	  specific	  ad	  format	  types*	  	  –	  Croa;a	  Source:	  ge...
14	  gemiusAdMonitor	  //	  Share	  of	  campaigns	  using	  specific	  ad	  format	  types*	  	  –	  Czech	  Republic	  So...
15	  gemiusAdMonitor	  //	  92,2%35,0%10,6% 8,8%6,7% 6,4% 5,8% 5,6% 4,0% 2,6% 1,0%3,5%0,00%0,50%1,00%1,50%2,00%2,50%3,00%0...
16	  gemiusAdMonitor	  //	  94,4%4,7% 3,8% 1,9% 1,2% 0,9% 0,5% 0,6%0,00%0,20%0,40%0,60%0,80%1,00%1,20%1,40%1,60%1,80%2,00%...
17	  gemiusAdMonitor	  //	  90,8%9,2% 8,4% 8,0%3,3% 1,7% 0,5% 0,4%0,00%0,50%1,00%1,50%2,00%2,50%0,0%10,0%20,0%30,0%40,0%50...
18	  gemiusAdMonitor	  //	  Share	  of	  campaigns	  using	  specific	  ad	  format	  types*	  	  –	  Poland	  Source:	  ge...
19	  gemiusAdMonitor	  //	  Share	  of	  campaigns	  using	  specific	  ad	  format	  types*	  	  –	  Romania	  Source:	  g...
20	  gemiusAdMonitor	  //	  Share	  of	  campaigns	  using	  specific	  ad	  format	  types*	  	  –	  Serbia	  Source:	  ge...
21	  gemiusAdMonitor	  //	  Share	  of	  campaigns	  using	  specific	  ad	  format	  types*	  	  –	  Slovakia	  Source:	  ...
22	  gemiusAdMonitor	  //	  Share	  of	  campaigns	  using	  specific	  ad	  format	  types*	  	  –	  Slovenia	  Source:	  ...
23	  gemiusAdMonitor	  //	  Share	  of	  campaigns	  using	  specific	  ad	  format	  types*	  	  –	  Ukraine	  Source:	  g...
24	  gemiusAdMonitor	  //	  Top	  5	  most	  popular	  ad	  formats	  –	  Share	  of	  campaigns	  (1/6)	  Source:	  gemiu...
25	  gemiusAdMonitor	  //	  Top	  5	  most	  popular	  ad	  formats	  –	  Share	  of	  campaigns	  (2/6)	  Source:	  gemiu...
26	  gemiusAdMonitor	  //	  Top	  5	  most	  popular	  ad	  formats	  –	  Share	  of	  campaigns	  (3/6)	  Source:	  gemiu...
27	  gemiusAdMonitor	  //	  Top	  5	  most	  popular	  ad	  formats	  –	  Share	  of	  campaigns	  (4/6)	  Source:	  gemiu...
28	  gemiusAdMonitor	  //	  Top	  5	  most	  popular	  ad	  formats	  –	  Share	  of	  campaigns	  (5/6)	  Source:	  gemiu...
29	  gemiusAdMonitor	  //	  Top	  5	  most	  popular	  ad	  formats	  –	  Share	  of	  campaigns	  (6/6)	  Source:	  gemiu...
30	  gemiusAdMonitor	  //	  Top	  5	  most	  popular	  ad	  formats	  –	  Average	  CTR,	  CTR	  (1/6)	  Source:	  gemiusD...
31	  gemiusAdMonitor	  //	  Top	  5	  most	  popular	  ad	  formats	  –	  Average	  CTR,	  CTR	  (2/6)	  Source:	  gemiusD...
32	  gemiusAdMonitor	  //	  Top	  5	  most	  popular	  ad	  formats	  –	  Average	  CTR,	  CTR	  (3/6)	  Source:	  gemiusD...
33	  gemiusAdMonitor	  //	  Top	  5	  most	  popular	  ad	  formats	  –	  Average	  CTR,	  CTR	  (4/6)	  Source:	  gemiusD...
34	  gemiusAdMonitor	  //	  Top	  5	  most	  popular	  ad	  formats	  –	  Average	  CTR,	  CTR	  (5/6)	  Source:	  gemiusD...
35	  gemiusAdMonitor	  //	  Top	  5	  most	  popular	  ad	  formats	  –	  Average	  CTR,	  CTR	  (6/6)	  Source:	  gemiusD...
About	  the	  report	   3	  Most	  popular	  adver;sing	  forms	   8	  Mobile	  trends	   36	  Chosen	  market	  sectors	 ...
37	  gemiusAdMonitor	  //	  Desktop/mobile	  share	  of	  ad	  impressions	  by	  quarters	  	  –	  Bulgaria	  Source:	  g...
38	  gemiusAdMonitor	  //	  Desktop/mobile	  share	  of	  ad	  impressions	  by	  quarters	  	  –	  Croa;a	  Source:	  gem...
39	  gemiusAdMonitor	  //	  Desktop/mobile	  share	  of	  ad	  impressions	  by	  quarters	  	  –	  Czech	  Republic	  Sou...
40	  gemiusAdMonitor	  //	  Desktop/mobile	  share	  of	  ad	  impressions	  by	  quarters	  	  –	  Hungary	  Source:	  ge...
41	  gemiusAdMonitor	  //	  Desktop/mobile	  share	  of	  ad	  impressions	  by	  quarters	  	  –	  Latvia	  Source:	  gem...
42	  gemiusAdMonitor	  //	  Desktop/mobile	  share	  of	  ad	  impressions	  by	  quarters	  	  –	  Lithuania	  Source:	  ...
43	  gemiusAdMonitor	  //	  Desktop/mobile	  share	  of	  ad	  impressions	  by	  quarters	  	  –	  Poland	  Source:	  gem...
44	  gemiusAdMonitor	  //	  Desktop/mobile	  share	  of	  ad	  impressions	  by	  quarters	  	  –	  Romania	  Source:	  ge...
45	  gemiusAdMonitor	  //	  Desktop/mobile	  share	  of	  ad	  impressions	  by	  quarters	  	  –	  Serbia	  Source:	  gem...
46	  gemiusAdMonitor	  //	  Desktop/mobile	  share	  of	  ad	  impressions	  by	  quarters	  	  –	  Slovakia	  Source:	  g...
47	  gemiusAdMonitor	  //	  Desktop/mobile	  share	  of	  ad	  impressions	  by	  quarters	  	  –	  Slovenia	  Source:	  g...
48	  gemiusAdMonitor	  //	  Desktop/mobile	  share	  of	  ad	  impressions	  by	  quarters	  	  –	  Ukraine	  Source:	  ge...
About	  the	  report	   3	  Most	  popular	  adver;sing	  forms	   8	  Mobile	  trends	   36	  Chosen	  market	  sectors	 ...
50	  gemiusAdMonitor	  //	  Share	  of	  ad	  impressions	  by	  sectors	  	  –	  Bulgaria	  Source:	  gemiusDirectEffect/A...
51	  gemiusAdMonitor	  //	  Average	  CTR,	  CTR	  by	  sectors	  	  –	  Bulgaria	  Source:	  gemiusDirectEffect/AdOcean	  ...
52	  gemiusAdMonitor	  //	  Share	  of	  ad	  impressions	  by	  sectors	  	  –	  Croa;a	  Source:	  gemiusDirectEffect/AdO...
53	  gemiusAdMonitor	  //	  Average	  CTR,	  CTR	  by	  sectors	  	  –	  Croa;a	  Source:	  gemiusDirectEffect/AdOcean	  20...
54	  gemiusAdMonitor	  //	  Share	  of	  ad	  impressions	  by	  sectors	  	  –	  Czech	  Republic	  Source:	  gemiusDirec...
55	  gemiusAdMonitor	  //	  Average	  CTR,	  CTR	  by	  sectors	  	  –	  Czech	  Republic	  Source:	  gemiusDirectEffect/Ad...
56	  gemiusAdMonitor	  //	  Share	  of	  ad	  impressions	  by	  sectors	  	  –	  Hungary	  Source:	  gemiusDirectEffect/Ad...
57	  gemiusAdMonitor	  //	  Average	  CTR,	  CTR	  by	  sectors	  	  –	  Hungary	  Source:	  gemiusDirectEffect/AdOcean	  2...
58	  gemiusAdMonitor	  //	  Share	  of	  ad	  impressions	  by	  sectors	  	  –	  Latvia	  Source:	  gemiusDirectEffect/AdO...
59	  gemiusAdMonitor	  //	  Average	  CTR,	  CTR	  by	  sectors	  	  –	  Latvia	  Source:	  gemiusDirectEffect/AdOcean	  20...
60	  gemiusAdMonitor	  //	  Share	  of	  ad	  impressions	  by	  sectors	  	  –	  Lithuania	  Source:	  gemiusDirectEffect/...
61	  gemiusAdMonitor	  //	  Average	  CTR,	  CTR	  by	  sectors	  	  –	  Lithuania	  Source:	  gemiusDirectEffect/AdOcean	 ...
62	  gemiusAdMonitor	  //	  Share	  of	  ad	  impressions	  by	  sectors	  	  –	  Poland	  Source:	  gemiusDirectEffect/AdO...
63	  gemiusAdMonitor	  //	  Average	  CTR,	  CTR	  by	  sectors	  	  –	  Poland	  Source:	  gemiusDirectEffect/AdOcean	  20...
64	  gemiusAdMonitor	  //	  Share	  of	  ad	  impressions	  by	  sectors	  	  –	  Romania	  Source:	  gemiusDirectEffect/Ad...
65	  gemiusAdMonitor	  //	  Average	  CTR,	  CTR	  by	  sectors	  	  –	  Romania	  Source:	  gemiusDirectEffect/AdOcean	  2...
66	  gemiusAdMonitor	  //	  Share	  of	  ad	  impressions	  by	  sectors	  	  –	  Serbia	  Source:	  gemiusDirectEffect/AdO...
67	  gemiusAdMonitor	  //	  Average	  CTR,	  CTR	  by	  sectors	  	  –	  Serbia	  Source:	  gemiusDirectEffect/AdOcean	  20...
68	  gemiusAdMonitor	  //	  Share	  of	  ad	  impressions	  by	  sectors	  	  –	  Slovakia	  Source:	  gemiusDirectEffect/A...
69	  gemiusAdMonitor	  //	  Average	  CTR,	  CTR	  by	  sectors	  	  –	  Slovakia	  Source:	  gemiusDirectEffect/AdOcean	  ...
70	  gemiusAdMonitor	  //	  Share	  of	  ad	  impressions	  by	  sectors	  	  –	  Slovenia	  Source:	  gemiusDirectEffect/A...
71	  gemiusAdMonitor	  //	  Average	  CTR,	  CTR	  by	  sectors	  	  –	  Slovenia	  Source:	  gemiusDirectEffect/AdOcean	  ...
72	  gemiusAdMonitor	  //	  Share	  of	  ad	  impressions	  by	  sectors	  	  –	  Ukraine	  Source:	  gemiusDirectEffect/Ad...
73	  gemiusAdMonitor	  //	  Average	  CTR,	  CTR	  by	  sectors	  	  –	  Ukraine	  Source:	  gemiusDirectEffect/AdOcean	  2...
About	  the	  report	   3	  Most	  popular	  adver;sing	  forms	   8	  Mobile	  trends	   36	  Chosen	  market	  sectors	 ...
75	  Methodology	  //	  •  The	  source	  of	  the	  data	  is	  gemiusDirectEffect/AdOcean	  research,	  which	  is	  one	...
76	  Methodology	  //	  •  17	  market	  sectors	  were	  dis;nguished	  for	  the	  research:	  –  Clothing	  &	  Accesso...
77	  Defini;ons	  of	  concepts	  	  //	  Defini;ons	  of	  concepts	  (1/2)	  •  Crea;ve	  –	  a	  graphic,	  sta2c	  or	  ...
78	  Defini;ons	  of	  concepts	  	  //	  Defini;ons	  of	  concepts	  (2/2)	  •  Most	   ohen	   used	   ad	   format	   ty...
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80	  Gemius	  as	  the	  currency	  in	  online	  measurement	  	  	  JIC	  Standard:	  Poland,	  Slovakia,	  Czech	  Repu...
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Transcript of "gemiusAdMonitor 2012 H2 short version"

  1. 1. gemiusAdMonitor  report  Warsaw,  April  2013    The  most  popular  and  effec2ve  display  ads  H2  2012  Bulgaria  Croa;a  Czech  Rep.  Hungary  Latvia  Ukraine  Lithuania  Poland  Romania  Serbia  Slovakia    Slovenia  
  2. 2. Content  About  the  report   3  Most  popular  adver;sing  forms   8  Mobile  trends   36  Chosen  market  sectors   49  Methodology  and  defini;ons   74  
  3. 3. About  the  report   3  Most  popular  adver;sing  forms   5  Mobile  trends   33  Chosen  market  sectors   46  Methodology  and  defini;ons   71  
  4. 4. 4  gemiusAdMonitor  //  gemiusAdMonitor,  2012.07.01  –  2012.12.31  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   adver2sement   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   adver2sing  ac2vity  within  chosen  sectors  of  online  market  such  as:  finance,  telecommunica2on  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  
  5. 5. 5  gemiusAdMonitor  //  gemiusAdMonitor,  2012.07.01  –  2012.12.31  Analysed  countries  Bulgaria     Croa;a   Czech  Rep.  Hungary   Latvia  Lithuania     Poland   Romania   Serbia   Slovakia  Slovenia     Ukraine    New  countries  joined  
  6. 6. 6  gemiusAdMonitor  //  gemiusAdMonitor,  2012.07.01  –  2012.12.31  Average  CTR  and  CTR  –  how  it’s  calculated?  gemiusAdMonitor  H2  2012  report  features  CTR  (click-­‐through-­‐rate)  as  the  indicator  of  effec2veness  as  it  is   a   metric   which   is   commonly   available   for   most   online   adver2sing   campaigns   and   one   of   the   most  comparable.  S2ll,  a  complete  analysis  of  an  adver2sing  campaign  effec2veness  requires  measuring  by  more  than  one  metric  and  this  is  why  Gemius  also  provides  its  clients  with  several  addi2onal  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  quo2ents  which  is  calculated  per  each  crea2ve-­‐placement  pair.  This  way  each  crea2ve-­‐placement  pair  is  treated  equally  no  maSer  how  many  impressions  were  noted.  CTR     This   method   treats   each   crea2ve-­‐placement   pair   based   on   it’s   size   in   terms   of   the   number   of  impressions.  The  method  is  taking  a  quo2ent  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   resul2ng   CTR   making   larger   campaigns  more   influen2al.   In   effect   the   more   impressions   on   the   given   crea2ve-­‐placement   pair,   the   more  influence  it  will  have  on  the  resul2ng  CTR.  
  7. 7. 7  gemiusAdMonitor  //  gemiusAdMonitor,  2012.07.01  –  2012.12.31  How  rich  media  iden;fica;on  changed  and  why  mobile  stats  appeared?     Rich   Media   classifica2on   changed   compared   to   the   previous   waves   of   the   research.   Now,   the  classifica2on  is  also  based  on  interac2ons.    previous  method:      Rich  Media  -­‐  any  of  the  following  ad  format  types:  Preroll,  Brandmark,  Expand,    Pop-­‐up/Pop-­‐under,   Scroll   Toplayer,   Toplayer,   Inters22al,   Wideboard,   Video,   Wallpaper,   xHtml,    Sponsored  Link,  Ar2cle,  Videos22al.    2012.H2  method:      Rich  Media  -­‐  an  adver2sing  type  consis2ng  of  any  format  type  using  interac2ons  (without     inscreen,   dwell   and   end)   or   consis2ng   of   any   of   the   following   ad   format   types:   Preroll,     Brandmark,   Expand,   Pop-­‐up/Pop-­‐under,   Scroll   Toplayer,   Toplayer,   Inters22al,   Wideboard,    Video,  Wallpaper,  xHtml,  Sponsored  Link,  Ar2cle,  Videos22al.       Why   mobile   stats   appeared:   mobile   becomes   the   strategic   part   of   most   of   the   adver2sing  campaigns  with  dedicated  crea2ve  formats  and  landing  pages  therefore  it  is  important  to  evaluate  how  big  is  the  share  of  the  audience  watching  the  adver2sement  via  mobile  browsers.  
  8. 8. Content  About  the  report   3  Most  popular  adver;sing  forms   8  Mobile  trends   36  Chosen  market  sectors   49  Methodology  and  defini;ons   74  
  9. 9. 9  gemiusAdMonitor  //  Average  CTR  and  CTR  by  country  Source:  gemiusDirectEffect/AdOcean  2012  H2  0,39%0,45%0,38%0,28%0,35%0,30%0,62%0,29%0,26%0,58%0,30%1,15%0,19%0,31%0,18%0,11%0,10%0,09%0,36%0,19%0,13%0,36%0,14%0,95%0,00%0,20%0,40%0,60%0,80%1,00%1,20%1,40%BulgariaCroatiaCzech  RepublicHungaryLatviaLithuaniaPolandRomaniaSerbiaSlovakiaSloveniaUkraineAverage  CTR CTR
  10. 10. 10  gemiusAdMonitor  //  Average  CTR  by  country  and  format  type*  Source:  gemiusDirectEffect/AdOcean  2012  H2  (*)    format  types  are  defined  in  the  methodology  and  defini;ons  sec;on  of  the  report  
  11. 11. 11  gemiusAdMonitor  //  Average  CTR  by  country  -­‐  trend  Source:  gemiusDirectEffect/AdOcean  2012  H2  
  12. 12. 12  gemiusAdMonitor  //  Share  of  campaigns  using  specific  ad  format  types*  –  Bulgaria  Source:  gemiusDirectEffect/AdOcean  2012  H2  (*)    format  types  are  defined  in  the  methodology  and  defini;ons  sec;on  of  the  report  93,4%16,1%2,2% 1,8% 1,6% 1,4% 0,2% 1,9%0,00%0,50%1,00%1,50%2,00%2,50%3,00%3,50%4,00%4,50%0,0%10,0%20,0%30,0%40,0%50,0%60,0%70,0%80,0%90,0%100,0%CTRCampaign  shareCampaign  share Average  CTR CTR
  13. 13. 13  gemiusAdMonitor  //  Share  of  campaigns  using  specific  ad  format  types*    –  Croa;a  Source:  gemiusDirectEffect/AdOcean  2012  H2  (*)    format  types  are  defined  in  the  methodology  and  defini;ons  sec;on  of  the  report  87,2%13,3% 11,3%8,9%3,9%6,9%0,00%0,50%1,00%1,50%2,00%2,50%0,0%10,0%20,0%30,0%40,0%50,0%60,0%70,0%80,0%90,0%100,0%CTRCampaign  shareCampaign  share Average  CTR CTR
  14. 14. 14  gemiusAdMonitor  //  Share  of  campaigns  using  specific  ad  format  types*    –  Czech  Republic  Source:  gemiusDirectEffect/AdOcean  2012  H2  (*)    format  types  are  defined  in  the  methodology  and  defini;ons  sec;on  of  the  report  81,6%30,4%25,3%9,1%2,3% 2,1%0,00%0,50%1,00%1,50%2,00%2,50%0,0%10,0%20,0%30,0%40,0%50,0%60,0%70,0%80,0%90,0%100,0%CTRCampaign  shareCampaign  share Average  CTR CTR
  15. 15. 15  gemiusAdMonitor  //  92,2%35,0%10,6% 8,8%6,7% 6,4% 5,8% 5,6% 4,0% 2,6% 1,0%3,5%0,00%0,50%1,00%1,50%2,00%2,50%3,00%0,0%10,0%20,0%30,0%40,0%50,0%60,0%70,0%80,0%90,0%100,0%CTRCampaign  shareCampaign  share Average  CTR CTRShare  of  campaigns  using  specific  ad  format  types*    –  Hungary  Source:  gemiusDirectEffect/AdOcean  2012  H2  (*)    format  types  are  defined  in  the  methodology  and  defini;ons  sec;on  of  the  report  
  16. 16. 16  gemiusAdMonitor  //  94,4%4,7% 3,8% 1,9% 1,2% 0,9% 0,5% 0,6%0,00%0,20%0,40%0,60%0,80%1,00%1,20%1,40%1,60%1,80%2,00%0,0%10,0%20,0%30,0%40,0%50,0%60,0%70,0%80,0%90,0%100,0%CTRCampaign  shareCampaign  share Average  CTR CTRShare  of  campaigns  using  specific  ad  format  types*    –  Latvia  Source:  gemiusDirectEffect/AdOcean  2012  H2  (*)    format  types  are  defined  in  the  methodology  and  defini;ons  sec;on  of  the  report  
  17. 17. 17  gemiusAdMonitor  //  90,8%9,2% 8,4% 8,0%3,3% 1,7% 0,5% 0,4%0,00%0,50%1,00%1,50%2,00%2,50%0,0%10,0%20,0%30,0%40,0%50,0%60,0%70,0%80,0%90,0%100,0%CTRCampaign  shareCampaign  share Average  CTR CTRShare  of  campaigns  using  specific  ad  format  types*    –  Lithuania  Source:  gemiusDirectEffect/AdOcean  2012  H2  (*)    format  types  are  defined  in  the  methodology  and  defini;ons  sec;on  of  the  report  
  18. 18. 18  gemiusAdMonitor  //  Share  of  campaigns  using  specific  ad  format  types*    –  Poland  Source:  gemiusDirectEffect/AdOcean  2012  H2  (*)    format  types  are  defined  in  the  methodology  and  defini;ons  sec;on  of  the  report  59,9%30,2%20,4%13,8%9,1% 9,0% 8,8%5,3% 4,1% 2,6% 2,2% 0,9%3,2%0,00%0,50%1,00%1,50%2,00%2,50%3,00%0,0%10,0%20,0%30,0%40,0%50,0%60,0%70,0%80,0%90,0%100,0%CTRCampaign  shareCampaign  share Average  CTR CTR
  19. 19. 19  gemiusAdMonitor  //  Share  of  campaigns  using  specific  ad  format  types*    –  Romania  Source:  gemiusDirectEffect/AdOcean  2012  H2  (*)    format  types  are  defined  in  the  methodology  and  defini;ons  sec;on  of  the  report  88,4%20,5%4,6% 3,0% 1,8% 1,5% 1,1% 0,5% 1,5%0,00%1,00%2,00%3,00%4,00%5,00%6,00%0,0%10,0%20,0%30,0%40,0%50,0%60,0%70,0%80,0%90,0%100,0%CTRCampaign  shareCampaign  share Average  CTR CTR
  20. 20. 20  gemiusAdMonitor  //  Share  of  campaigns  using  specific  ad  format  types*    –  Serbia  Source:  gemiusDirectEffect/AdOcean  2012  H2  (*)    format  types  are  defined  in  the  methodology  and  defini;ons  sec;on  of  the  report  91,3%11,8% 10,6%1,9% 1,9% 1,9%0,00%0,50%1,00%1,50%2,00%2,50%3,00%3,50%0,0%10,0%20,0%30,0%40,0%50,0%60,0%70,0%80,0%90,0%100,0%CTRCampaign  shareCampaign  share Average  CTR CTR
  21. 21. 21  gemiusAdMonitor  //  Share  of  campaigns  using  specific  ad  format  types*    –  Slovakia  Source:  gemiusDirectEffect/AdOcean  2012  H2  (*)    format  types  are  defined  in  the  methodology  and  defini;ons  sec;on  of  the  report  84,6%8,5% 8,2%4,8% 3,7% 2,5% 1,1% 0,6% 0,9%0,00%0,50%1,00%1,50%2,00%2,50%3,00%3,50%4,00%4,50%0,0%10,0%20,0%30,0%40,0%50,0%60,0%70,0%80,0%90,0%100,0%CTRCampaign  shareCampaign  share Average  CTR CTR
  22. 22. 22  gemiusAdMonitor  //  Share  of  campaigns  using  specific  ad  format  types*    –  Slovenia  Source:  gemiusDirectEffect/AdOcean  2012  H2  (*)    format  types  are  defined  in  the  methodology  and  defini;ons  sec;on  of  the  report  98,9%1,6% 1,6% 1,9%0,00%0,50%1,00%1,50%2,00%2,50%3,00%3,50%4,00%0,0%10,0%20,0%30,0%40,0%50,0%60,0%70,0%80,0%90,0%100,0%CTRCampaign  shareCampaign  share Average  CTR CTR
  23. 23. 23  gemiusAdMonitor  //  Share  of  campaigns  using  specific  ad  format  types*    –  Ukraine  Source:  gemiusDirectEffect/AdOcean  2012  H2  (*)    format  types  are  defined  in  the  methodology  and  defini;ons  sec;on  of  the  report  50,8%39,0% 37,3%10,2%0,00%1,00%2,00%3,00%4,00%5,00%6,00%7,00%8,00%0,0%10,0%20,0%30,0%40,0%50,0%60,0%70,0%80,0%90,0%100,0%CTRCampaign  shareCampaign  share Average  CTR CTR
  24. 24. 24  gemiusAdMonitor  //  Top  5  most  popular  ad  formats  –  Share  of  campaigns  (1/6)  Source:  gemiusDirectEffect/AdOcean  2012  H2  72,69%23,57%8,59%1,37%0,22%66,67%27,68%27,12%22,60%12,99%0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00%300x250728x90300x600940x210616x89300x250300x600970x250728x90160x600BulgariaCroatia
  25. 25. 25  gemiusAdMonitor  //  Top  5  most  popular  ad  formats  –  Share  of  campaigns  (2/6)  Source:  gemiusDirectEffect/AdOcean  2012  H2  40,43%40,00%30,11%26,02%7,96%67,32%61,45%48,95%39,91%27,11%0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00%300x600300x300970x210300x250970x310300x250728x90468x120250x250970x250Czech  RepublicHungary
  26. 26. 26  gemiusAdMonitor  //  Top  5  most  popular  ad  formats  –  Share  of  campaigns  (3/6)  Source:  gemiusDirectEffect/AdOcean  2012  H2  19,51%16,10%12,02%9,40%3,22%22,57%15,23%11,60%8,22%7,80%0,00% 5,00% 10,00% 15,00% 20,00% 25,00%250x250995x100980x90250x400420x260300x250750x100300x600995x100980x200LatviaLithuania
  27. 27. 27  gemiusAdMonitor  //  Top  5  most  popular  ad  formats  –  Share  of  campaigns  (4/6)  Source:  gemiusDirectEffect/AdOcean  2012  H2  
  28. 28. 28  gemiusAdMonitor  //  Top  5  most  popular  ad  formats  –  Share  of  campaigns  (5/6)  Source:  gemiusDirectEffect/AdOcean  2012  H2  77,50%53,75%8,33%3,33%2,50%64,16%6,85%6,39%5,48%4,22%0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00% 90,00%300x250728x90300x600300x300250x180300x300300x600120x600990x200160x600SerbiaSlovakia
  29. 29. 29  gemiusAdMonitor  //  Top  5  most  popular  ad  formats  –  Share  of  campaigns  (6/6)  Source:  gemiusDirectEffect/AdOcean  2012  H2  46,20%45,65%19,84%4,62%4,08%70,00%53,33%23,33%23,33%10,00%0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00%160x600300x250728x90300x6001000x150300x250240x350240x400728x240728x90SloveniaUkraine
  30. 30. 30  gemiusAdMonitor  //  Top  5  most  popular  ad  formats  –  Average  CTR,  CTR  (1/6)  Source:  gemiusDirectEffect/AdOcean  2012  H2  0,44%0,30%0,26%0,24%0,14%0,27%0,22%0,15%0,11%0,10%0,65%0,23%0,15%0,10%0,12%0,22%0,20%0,14%0,08%0,07%0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70%940x210300x600300x250728x90616x89970x250160x600300x600728x90300x250BulgariaCroatiaAverage  CTR CTR
  31. 31. 31  gemiusAdMonitor  //  Top  5  most  popular  ad  formats  –  Average  CTR,  CTR  (2/6)  Source:  gemiusDirectEffect/AdOcean  2012  H2  0,25%0,18%0,13%0,11%0,08%0,31%0,13%0,09%0,08%0,07%0,18%0,17%0,09%0,08%0,06%0,30%0,06%0,05%0,05%0,04%0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35%300x600970x210300x300970x310300x250970x250300x250728x90468x120250x250Czech  RepublicHungaryAverage  CTR CTR
  32. 32. 32  gemiusAdMonitor  //  Top  5  most  popular  ad  formats  –  Average  CTR,  CTR  (3/6)  Source:  gemiusDirectEffect/AdOcean  2012  H2  0,23%0,21%0,15%0,13%0,12%0,27%0,22%0,21%0,19%0,12%0,18%0,12%0,04%0,05%0,12%0,23%0,16%0,10%0,11%0,03%0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30%420x260995x100250x250250x400980x90980x200750x100300x600995x100300x250LatviaLithuaniaAverage  CTR CTR
  33. 33. 33  gemiusAdMonitor  //  Top  5  most  popular  ad  formats  –  Average  CTR,  CTR  (4/6)  Source:  gemiusDirectEffect/AdOcean  2012  H2  
  34. 34. 34  gemiusAdMonitor  //  Top  5  most  popular  ad  formats  –  Average  CTR,  CTR  (5/6)  Source:  gemiusDirectEffect/AdOcean  2012  H2  1,29%0,18%0,13%0,13%0,06%0,49%0,47%0,40%0,26%0,12%1,44%0,08%0,07%0,12%0,06%0,37%0,21%0,20%0,12%0,11%0,00% 0,20% 0,40% 0,60% 0,80% 1,00% 1,20% 1,40% 1,60%300x300728x90300x250300x600250x180990x200300x600300x300160x600120x600SerbiaSlovakiaAverage  CTR CTR
  35. 35. 35  gemiusAdMonitor  //  Top  5  most  popular  ad  formats  –  Average  CTR,  CTR  (6/6)  Source:  gemiusDirectEffect/AdOcean  2012  H2  0,21%0,19%0,13%0,13%0,12%0,45%0,28%0,27%0,23%0,15%0,08%0,14%0,11%0,08%0,07%0,55%0,52%0,29%0,20%0,17%0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60%160x600300x6001000x150728x90300x250728x90240x350300x250728x240240x400SloveniaUkraineAverage  CTR CTR
  36. 36. About  the  report   3  Most  popular  adver;sing  forms   8  Mobile  trends   36  Chosen  market  sectors   49  Methodology  and  defini;ons   74  
  37. 37. 37  gemiusAdMonitor  //  Desktop/mobile  share  of  ad  impressions  by  quarters    –  Bulgaria  Source:  gemiusDirectEffect  2012  98,8% 98,6% 97,3% 97,3%1,2% 1,4%2,7% 2,7%80,0%82,0%84,0%86,0%88,0%90,0%92,0%94,0%96,0%98,0%100,0%2012.Q1 2012.Q2 2012.Q3 2012.Q4Desktop  (%) Mobile  (%)
  38. 38. 38  gemiusAdMonitor  //  Desktop/mobile  share  of  ad  impressions  by  quarters    –  Croa;a  Source:  gemiusDirectEffect  2012  97,9% 97,8% 97,1% 96,8%2,1% 2,2%2,9% 3,2%80,0%82,0%84,0%86,0%88,0%90,0%92,0%94,0%96,0%98,0%100,0%2012.Q1 2012.Q2 2012.Q3 2012.Q4Desktop  (%) Mobile  (%)
  39. 39. 39  gemiusAdMonitor  //  Desktop/mobile  share  of  ad  impressions  by  quarters    –  Czech  Republic  Source:  gemiusDirectEffect  2012  98,7% 98,3% 97,6% 97,6%1,3%1,7%2,4% 2,4%80,0%82,0%84,0%86,0%88,0%90,0%92,0%94,0%96,0%98,0%100,0%2012.Q1 2012.Q2 2012.Q3 2012.Q4Desktop  (%) Mobile  (%)
  40. 40. 40  gemiusAdMonitor  //  Desktop/mobile  share  of  ad  impressions  by  quarters    –  Hungary  Source:  gemiusDirectEffect  2012  98,1% 97,7% 95,3% 96,2%1,9% 2,3%4,7%3,8%80,0%82,0%84,0%86,0%88,0%90,0%92,0%94,0%96,0%98,0%100,0%2012.Q1 2012.Q2 2012.Q3 2012.Q4Desktop  (%) Mobile  (%)
  41. 41. 41  gemiusAdMonitor  //  Desktop/mobile  share  of  ad  impressions  by  quarters    –  Latvia  Source:  gemiusDirectEffect  2012  98,4% 98,0% 97,5% 96,9%1,6% 2,0%2,5%3,1%80,0%82,0%84,0%86,0%88,0%90,0%92,0%94,0%96,0%98,0%100,0%2012.Q1 2012.Q2 2012.Q3 2012.Q4Desktop  (%) Mobile  (%)
  42. 42. 42  gemiusAdMonitor  //  Desktop/mobile  share  of  ad  impressions  by  quarters    –  Lithuania  Source:  gemiusDirectEffect  2012  98,4% 98,2% 97,5% 95,4%1,6% 1,8%2,5%4,6%80,0%82,0%84,0%86,0%88,0%90,0%92,0%94,0%96,0%98,0%100,0%2012.Q1 2012.Q2 2012.Q3 2012.Q4Desktop  (%) Mobile  (%)
  43. 43. 43  gemiusAdMonitor  //  Desktop/mobile  share  of  ad  impressions  by  quarters    –  Poland  Source:  gemiusDirectEffect  2012  99,4% 99,2% 98,8% 98,4%0,6% 0,8% 1,2% 1,6%80,0%82,0%84,0%86,0%88,0%90,0%92,0%94,0%96,0%98,0%100,0%2012.Q1 2012.Q2 2012.Q3 2012.Q4Desktop  (%) Mobile  (%)
  44. 44. 44  gemiusAdMonitor  //  Desktop/mobile  share  of  ad  impressions  by  quarters    –  Romania  Source:  gemiusDirectEffect  2012  99,0% 98,6% 98,5% 97,9%1,0% 1,4% 1,5%2,1%80,0%82,0%84,0%86,0%88,0%90,0%92,0%94,0%96,0%98,0%100,0%2012.Q1 2012.Q2 2012.Q3 2012.Q4Desktop  (%) Mobile  (%)
  45. 45. 45  gemiusAdMonitor  //  Desktop/mobile  share  of  ad  impressions  by  quarters    –  Serbia  Source:  gemiusDirectEffect  2012  97,1% 96,7% 96,0% 95,5%2,9% 3,3%4,0%4,5%80,0%82,0%84,0%86,0%88,0%90,0%92,0%94,0%96,0%98,0%100,0%2012.Q1 2012.Q2 2012.Q3 2012.Q4Desktop  (%) Mobile  (%)
  46. 46. 46  gemiusAdMonitor  //  Desktop/mobile  share  of  ad  impressions  by  quarters    –  Slovakia  Source:  gemiusDirectEffect  2012  97,8% 97,6% 97,0% 96,6%2,2% 2,4%3,0% 3,4%80,0%82,0%84,0%86,0%88,0%90,0%92,0%94,0%96,0%98,0%100,0%2012.Q1 2012.Q2 2012.Q3 2012.Q4Desktop  (%) Mobile  (%)
  47. 47. 47  gemiusAdMonitor  //  Desktop/mobile  share  of  ad  impressions  by  quarters    –  Slovenia  Source:  gemiusDirectEffect  2012  97,8% 97,7% 95,4% 97,0%2,2% 2,3%4,6%3,0%80,0%82,0%84,0%86,0%88,0%90,0%92,0%94,0%96,0%98,0%100,0%2012.Q1 2012.Q2 2012.Q3 2012.Q4Desktop  (%) Mobile  (%)
  48. 48. 48  gemiusAdMonitor  //  Desktop/mobile  share  of  ad  impressions  by  quarters    –  Ukraine  Source:  gemiusDirectEffect  2012  98,5% 97,1% 98,1% 97,7%1,5%2,9%1,9% 2,3%80,0%82,0%84,0%86,0%88,0%90,0%92,0%94,0%96,0%98,0%100,0%2012.Q1 2012.Q2 2012.Q3 2012.Q4Desktop  (%) Mobile  (%)
  49. 49. About  the  report   3  Most  popular  adver;sing  forms   8  Mobile  trends   36  Chosen  market  sectors   49  Methodology  and  defini;ons   74  
  50. 50. 50  gemiusAdMonitor  //  Share  of  ad  impressions  by  sectors    –  Bulgaria  Source:  gemiusDirectEffect/AdOcean  2012  H2  14,3%13,5%12,0%8,2%4,6%4,3%4,1%4,1%2,4%1,6%1,4%0,8%0,8%0,5%0,3%0,1%26,9%Household  Equipment,  Furniture  And  DecorationsMedia,  Books,  CD  &  DVDFinance,  Insurance,  BrokerageLeisure  TimeTelecommunicationsFoodAutomotiveBeverages  and  AlcoholPharmaceuticalsComputers  and  Audio  VideoPersonal  Care  and  HygieneReal  EstateTravel,  Tourism,  Hotels  &  RestaurantsClothing  &  AccessoriesHousehold  ProductsTradeOther
  51. 51. 51  gemiusAdMonitor  //  Average  CTR,  CTR  by  sectors    –  Bulgaria  Source:  gemiusDirectEffect/AdOcean  2012  H2  Clothing  &  AccessoriesAutomotiveReal  EstateBeverages  and  AlcoholComputers  and  Audio  VideoPersonal  Care  and  HygieneFoodPharmaceuticalsFinance,  Insurance,  BrokerageHousehold  ProductsHousehold  Equipment,  Furniture  And  DecorationsTelecommunicationsTravel,  Tourism,  Hotels  &  RestaurantsMedia,  Books,  CD  &  DVDLeisure  TimeTradeAverage  CTR CTR
  52. 52. 52  gemiusAdMonitor  //  Share  of  ad  impressions  by  sectors    –  Croa;a  Source:  gemiusDirectEffect/AdOcean  2012  H2  24,0%16,6%13,3%10,4%7,9%7,8%5,8%2,7%2,1%0,8%8,6%Finance,  Insurance,  BrokerageAutomotiveComputers  and  Audio  VideoPersonal  Care  and  HygieneTravel,  Tourism,  Hotels  &  RestaurantsFoodBeverages  and  AlcoholTelecommunicationsClothing  &  AccessoriesTradeOther
  53. 53. 53  gemiusAdMonitor  //  Average  CTR,  CTR  by  sectors    –  Croa;a  Source:  gemiusDirectEffect/AdOcean  2012  H2  Clothing  &  AccessoriesTradePersonal  Care  and  HygieneBeverages  and  AlcoholAutomotiveTelecommunicationsFoodFinance,  Insurance,  BrokerageComputers  and  Audio  VideoTravel,  Tourism,  Hotels  &  RestaurantsAverage  CTR CTR
  54. 54. 54  gemiusAdMonitor  //  Share  of  ad  impressions  by  sectors    –  Czech  Republic  Source:  gemiusDirectEffect/AdOcean  2012  H2  36,4%12,5%12,3%5,4%4,9%4,1%3,0%2,9%2,9%1,7%1,5%1,4%1,1%1,1%0,7%7,9%Finance,  Insurance,  BrokerageAutomotiveTravel,  Tourism,  Hotels  &  RestaurantsPersonal  Care  and  HygieneTelecommunicationsHousehold  Equipment,  Furniture  And  DecorationsTradeLeisure  TimeFoodReal  EstateBeverages  and  AlcoholComputers  and  Audio  VideoPharmaceuticalsHousehold  ProductsClothing  &  AccessoriesOther
  55. 55. 55  gemiusAdMonitor  //  Average  CTR,  CTR  by  sectors    –  Czech  Republic  Source:  gemiusDirectEffect/AdOcean  2012  H2  Clothing  &  AccessoriesBeverages  and  AlcoholFoodHousehold  Equipment,  Furniture  And  DecorationsLeisure  TimeAutomotivePersonal  Care  and  HygieneTelecommunicationsFinance,  Insurance,  BrokerageTradePharmaceuticalsComputers  and  Audio  VideoHousehold  ProductsTravel,  Tourism,  Hotels  &  RestaurantsReal  EstateAverage  CTR CTR
  56. 56. 56  gemiusAdMonitor  //  Share  of  ad  impressions  by  sectors    –  Hungary  Source:  gemiusDirectEffect/AdOcean  2012  H2  27,8%27,5%10,0%5,9%3,9%3,8%3,4%3,2%2,9%2,1%2,1%1,4%1,2%0,7%0,6%3,5%TelecommunicationsFinance,  Insurance,  BrokerageAutomotiveFoodTradePersonal  Care  and  HygienePharmaceuticalsBeverages  and  AlcoholLeisure  TimeComputers  and  Audio  VideoHousehold  ProductsTravel,  Tourism,  Hotels  &  RestaurantsMedia,  Books,  CD  &  DVDClothing  &  AccessoriesHousehold  Equipment,  Furniture  And  DecorationsOther
  57. 57. 57  gemiusAdMonitor  //  Average  CTR,  CTR  by  sectors    –  Hungary  Source:  gemiusDirectEffect/AdOcean  2012  H2  Leisure  TimePersonal  Care  and  HygieneBeverages  and  AlcoholFoodHousehold  Equipment,  Furniture  And  DecorationsHousehold  ProductsClothing  &  AccessoriesFinance,  Insurance,  BrokerageComputers  and  Audio  VideoAutomotivePharmaceuticalsTradeTelecommunicationsMedia,  Books,  CD  &  DVDTravel,  Tourism,  Hotels  &  RestaurantsAverage  CTR CTR
  58. 58. 58  gemiusAdMonitor  //  Share  of  ad  impressions  by  sectors    –  Latvia  Source:  gemiusDirectEffect/AdOcean  2012  H2  16,8%15,6%10,0%9,5%7,8%7,5%4,2%4,2%2,5%2,3%2,1%1,0%0,9%0,9%0,5%0,4%14,0%TradeTravel,  Tourism,  Hotels  &  RestaurantsLeisure  TimeAutomotiveTelecommunicationsMedia,  Books,  CD  &  DVDPharmaceuticalsFinance,  Insurance,  BrokerageComputers  and  Audio  VideoReal  EstateBeverages  and  AlcoholFoodPersonal  Care  and  HygieneClothing  &  AccessoriesHousehold  Equipment,  Furniture  And  DecorationsHousehold  ProductsOther
  59. 59. 59  gemiusAdMonitor  //  Average  CTR,  CTR  by  sectors    –  Latvia  Source:  gemiusDirectEffect/AdOcean  2012  H2  TelecommunicationsFoodComputers  and  Audio  VideoPersonal  Care  and  HygieneFinance,  Insurance,  BrokerageBeverages  and  AlcoholAutomotiveClothing  &  AccessoriesTravel,  Tourism,  Hotels  &  RestaurantsReal  EstateTradeHousehold  Equipment,  Furniture  And  DecorationsPharmaceuticalsHousehold  ProductsLeisure  TimeMedia,  Books,  CD  &  DVDAverage  CTR CTR
  60. 60. 60  gemiusAdMonitor  //  Share  of  ad  impressions  by  sectors    –  Lithuania  Source:  gemiusDirectEffect/AdOcean  2012  H2  18,8%18,8%11,7%8,7%5,5%5,2%4,9%3,2%2,8%2,3%2,3%2,3%1,3%1,1%0,8%10,5%Leisure  TimeTradeFinance,  Insurance,  BrokerageAutomotiveBeverages  and  AlcoholReal  EstatePharmaceuticalsMedia,  Books,  CD  &  DVDTravel,  Tourism,  Hotels  &  RestaurantsClothing  &  AccessoriesTelecommunicationsFoodComputers  and  Audio  VideoHousehold  Equipment,  Furniture  And  DecorationsPersonal  Care  and  HygieneOther
  61. 61. 61  gemiusAdMonitor  //  Average  CTR,  CTR  by  sectors    –  Lithuania  Source:  gemiusDirectEffect/AdOcean  2012  H2  Travel,  Tourism,  Hotels  &  RestaurantsPersonal  Care  and  HygieneBeverages  and  AlcoholAutomotiveFoodTelecommunicationsPharmaceuticalsFinance,  Insurance,  BrokerageLeisure  TimeClothing  &  AccessoriesComputers  and  Audio  VideoMedia,  Books,  CD  &  DVDHousehold  Equipment,  Furniture  And  DecorationsTradeReal  EstateAverage  CTR CTR
  62. 62. 62  gemiusAdMonitor  //  Share  of  ad  impressions  by  sectors    –  Poland  Source:  gemiusDirectEffect/AdOcean  2012  H2  25,1%14,2%9,9%8,2%7,7%6,6%6,4%3,9%3,3%2,5%2,3%2,0%1,7%1,3%0,4%0,1%4,3%TelecommunicationsFinance,  Insurance,  BrokerageAutomotiveTradePersonal  Care  and  HygieneFoodHousehold  Equipment,  Furniture  And  DecorationsBeverages  and  AlcoholComputers  and  Audio  VideoPharmaceuticalsClothing  &  AccessoriesMedia,  Books,  CD  &  DVDTravel,  Tourism,  Hotels  &  RestaurantsLeisure  TimeHousehold  ProductsReal  EstateOther
  63. 63. 63  gemiusAdMonitor  //  Average  CTR,  CTR  by  sectors    –  Poland  Source:  gemiusDirectEffect/AdOcean  2012  H2  Leisure  TimeMedia,  Books,  CD  &  DVDPersonal  Care  and  HygieneFoodTravel,  Tourism,  Hotels  &  RestaurantsPharmaceuticalsClothing  &  AccessoriesBeverages  and  AlcoholTelecommunicationsHousehold  ProductsTradeHousehold  Equipment,  Furniture  And  DecorationsComputers  and  Audio  VideoAutomotiveFinance,  Insurance,  BrokerageReal  EstateAverage  CTR CTR
  64. 64. 64  gemiusAdMonitor  //  Share  of  ad  impressions  by  sectors    –  Romania  Source:  gemiusDirectEffect/AdOcean  2012  H2  19,2%18,5%11,4%10,1%4,2%4,0%3,3%2,3%2,0%2,0%1,8%1,6%1,3%1,1%0,9%0,1%15,9%TradeFinance,  Insurance,  BrokerageAutomotiveLeisure  TimeTelecommunicationsMedia,  Books,  CD  &  DVDPersonal  Care  and  HygieneHousehold  Equipment,  Furniture  And  DecorationsReal  EstatePharmaceuticalsFoodTravel,  Tourism,  Hotels  &  RestaurantsHousehold  ProductsBeverages  and  AlcoholComputers  and  Audio  VideoClothing  &  AccessoriesOther
  65. 65. 65  gemiusAdMonitor  //  Average  CTR,  CTR  by  sectors    –  Romania  Source:  gemiusDirectEffect/AdOcean  2012  H2  Personal  Care  and  HygieneBeverages  and  AlcoholHousehold  ProductsLeisure  TimeFoodClothing  &  AccessoriesMedia,  Books,  CD  &  DVDPharmaceuticalsTradeHousehold  Equipment,  Furniture  And  DecorationsComputers  and  Audio  VideoAutomotiveTravel,  Tourism,  Hotels  &  RestaurantsReal  EstateTelecommunicationsFinance,  Insurance,  BrokerageAverage  CTR CTR
  66. 66. 66  gemiusAdMonitor  //  Share  of  ad  impressions  by  sectors    –  Serbia  Source:  gemiusDirectEffect/AdOcean  2012  H2  46,4%10,7%9,4%6,7%6,1%5,7%3,9%2,8%1,7%1,3%1,3%4,0%TelecommunicationsFinance,  Insurance,  BrokeragePersonal  Care  and  HygieneAutomotiveBeverages  and  AlcoholComputers  and  Audio  VideoFoodTravel,  Tourism,  Hotels  &  RestaurantsLeisure  TimeTradeHousehold  Equipment,  Furniture  And  DecorationsOther
  67. 67. 67  gemiusAdMonitor  //  Average  CTR,  CTR  by  sectors    –  Serbia  Source:  gemiusDirectEffect/AdOcean  2012  H2  Leisure  TimeTravel,  Tourism,  Hotels  &  RestaurantsTradeHousehold  Equipment,  Furniture  And  DecorationsAutomotiveFoodFinance,  Insurance,  BrokerageComputers  and  Audio  VideoBeverages  and  AlcoholPersonal  Care  and  HygieneTelecommunicationsAverage  CTR CTR
  68. 68. 68  gemiusAdMonitor  //  Share  of  ad  impressions  by  sectors    –  Slovakia  Source:  gemiusDirectEffect/AdOcean  2012  H2  28,0%21,5%9,0%7,5%4,8%4,4%4,3%3,2%2,0%1,9%1,5%1,3%1,1%0,5%0,4%0,1%8,7%TelecommunicationsFinance,  Insurance,  BrokerageBeverages  and  AlcoholAutomotiveFoodHousehold  Equipment,  Furniture  And  DecorationsPersonal  Care  and  HygieneComputers  and  Audio  VideoTradeClothing  &  AccessoriesMedia,  Books,  CD  &  DVDReal  EstatePharmaceuticalsTravel,  Tourism,  Hotels  &  RestaurantsLeisure  TimeHousehold  ProductsOther
  69. 69. 69  gemiusAdMonitor  //  Average  CTR,  CTR  by  sectors    –  Slovakia  Source:  gemiusDirectEffect/AdOcean  2012  H2  TelecommunicationsFoodPersonal  Care  and  HygieneReal  EstateHousehold  ProductsAutomotiveBeverages  and  AlcoholFinance,  Insurance,  BrokeragePharmaceuticalsTradeHousehold  Equipment,  Furniture  And  DecorationsComputers  and  Audio  VideoTravel,  Tourism,  Hotels  &  RestaurantsClothing  &  AccessoriesMedia,  Books,  CD  &  DVDLeisure  TimeAverage  CTR CTR
  70. 70. 70  gemiusAdMonitor  //  Share  of  ad  impressions  by  sectors    –  Slovenia  Source:  gemiusDirectEffect/AdOcean  2012  H2  35,3%13,5%9,8%6,6%3,8%3,7%3,7%3,1%1,2%1,0%0,4%0,3%0,1%17,4%Finance,  Insurance,  BrokerageAutomotiveTradeTelecommunicationsComputers  and  Audio  VideoPersonal  Care  and  HygieneFoodTravel,  Tourism,  Hotels  &  RestaurantsLeisure  TimeBeverages  and  AlcoholHousehold  ProductsPharmaceuticalsHousehold  Equipment,  Furniture  And  DecorationsOther
  71. 71. 71  gemiusAdMonitor  //  Average  CTR,  CTR  by  sectors    –  Slovenia  Source:  gemiusDirectEffect/AdOcean  2012  H2  Household  ProductsTelecommunicationsPersonal  Care  and  HygieneFinance,  Insurance,  BrokerageHousehold  Equipment,  Furniture  And  DecorationsBeverages  and  AlcoholTravel,  Tourism,  Hotels  &  RestaurantsLeisure  TimeTradeAutomotivePharmaceuticalsFoodComputers  and  Audio  VideoAverage  CTR CTR
  72. 72. 72  gemiusAdMonitor  //  Share  of  ad  impressions  by  sectors    –  Ukraine  Source:  gemiusDirectEffect/AdOcean  2012  H2  40,3%22,9%13,7%12,6%4,8%5,7%TradeComputers  and  Audio  VideoBeverages  and  AlcoholTelecommunicationsFinance,  Insurance,  BrokerageOther
  73. 73. 73  gemiusAdMonitor  //  Average  CTR,  CTR  by  sectors    –  Ukraine  Source:  gemiusDirectEffect/AdOcean  2012  H2  Beverages  and  AlcoholComputers  and  Audio  VideoTelecommunicationsTradeFinance,  Insurance,  BrokerageAverage  CTR CTR
  74. 74. About  the  report   3  Most  popular  adver;sing  forms   8  Mobile  trends   36  Chosen  market  sectors   49  Methodology  and  defini;ons   74  
  75. 75. 75  Methodology  //  •  The  source  of  the  data  is  gemiusDirectEffect/AdOcean  research,  which  is  one  of  the  most  frequently  used  adver2sement  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  (1/2)  
  76. 76. 76  Methodology  //  •  17  market  sectors  were  dis;nguished  for  the  research:  –  Clothing  &  Accessories  (clothes,  shoes,  jewelry,  bags)  –  Automo;ve  (cars,  trucks,  patrol,  gas,  2res,  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  ins2tu2ons)  –  Food  (sweets,  cakes,  bread,  rolls,  meat,  fruits,  vegetables,  rice,  noodles)  –  Household  Equipment,  Furniture  And  Decora;ons  (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  sta2ons,  radio  sta2ons,  audiobooks)  –  Personal  Care  and  Hygiene  (cosme2cs,  perfumes,  eyeliners,  lips2cks,  massage,  all  body  care  products,  all  make  up  products,  body  lo2ons)  –  Pharmaceu;cals  (vitamins,  an2bio2cs,  pain  killers,  all  pills  and  medicine  equipment)  –  Real  Estate  (real  estate  agencies,  housing  associa2ons,  developers)  –  Telecommunica;ons  (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  Methodology  (2/2)  
  77. 77. 77  Defini;ons  of  concepts    //  Defini;ons  of  concepts  (1/2)  •  Crea;ve  –  a  graphic,  sta2c  or  dynamic,  adver2sement  placed  on  websites.  •  Ad  format  –  the  size  of  a  crea2ve  expressed  in  pixels  (e.g.  300x300).  •  Ad  format  type  –  the  type  of  a  crea2ve  expressed  in  leSers  or  pixels  (e.g.,300x300,  Preroll,  250x250,  Wallpaper).  •  Crea;ve  area  -­‐  ad  area  in  pixels,  calculated  by  mul2plying  ad  height  by  ad  width.  •  Adver;sing   type   –   all   crea2ves   categorized   by   type   (regular   banners,   rich   media,  unrecognized  formats).  •  Unrecognized  formats  –  an  adver2sing  type  consis2ng  of  crea2ves  which  format  and  type  was  not  recognized.  •  Regular   Banners   –   adver2sing   type   consis2ng   of   ad   formats   (crea2ves   expressed   in  pixels).  •  Rich   Media   –   an   adver2sing   type   consis2ng   of   any   format   type   using   interac2ons  (without  inscreen,  dwell  and  end)  or  consis2ng  of  any  of  the  following  ad  format  types:  Preroll,  Brandmark,  Expand,  Pop-­‐up/Pop-­‐under,  Scroll  Toplayer,  Toplayer,  Inters22al,  Wideboard,  Video,  Wallpaper,  xHtml,  Sponsored  Link,  Ar2cle,  Videos22al.  •  Campaign  –  a  marke2ng  campaign  in  which  specific  crea2ves  are  displayed.  
  78. 78. 78  Defini;ons  of  concepts    //  Defini;ons  of  concepts  (2/2)  •  Most   ohen   used   ad   format   types   –   most   popular   format   types   determined   by   the  number  of  crea2ves  in  that  format.  •  Ad  impression  –  a  single  instance  of  a  crea2ve  being  displayed.  •  Ad  click  –  a  single  instance  of  a  crea2ve  being  clicked.  •  Average   CTR   (Click   Through   Ra;o)   –   average   of   quo2ents   (cookie   clicks   /   cookie  impressions)  for  each  crea2ve-­‐placement  pair  of  the  given  ad  format.    •  CTR  (Click  Through  Ra;o)  –  cookie  clicks  /  cookie  impressions  for  the    given  ad  format.  •  Share  of  campaigns  using  specific  ad  formats  –  the  percentage  of  campaigns  that  use  a  given  crea2ve  format  in  the  total  number  of  campaigns.  •  Desktop/mobile  share  of  ad  impressions  –  based  on  campaigns  star2ng  and  ending  in  the   analyzed   period.   The   desktop/mobile   dis2nc2on   relies   on   browser   type  categoriza2on  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   ohen   used   ad   formats   by   sectors   –   top   three   most   ocen   used   ad   formats   in  par2cular  sectors.    
  79. 79. Join  us  @:      Facebook.com/GemiusGroup    Twiker.com/Gemius    Slideshare.net/Gemius_com    YouTube.com/wwwGemiusCom      Contact:   Press  contact:  Gemius  SA    18  B  Postepu  Street    Orion  Building,  9  floor    02-­‐676  Warsaw,  Poland      +  48  22  390  90  90  contact@gemius.com  Natalia  Osica  natalia.osica@gemius.com        Interna;onal  Agency  Segment  Manager  Tamas  Acs  tamas.acs@gemius.com      
  80. 80. 80  Gemius  as  the  currency  in  online  measurement      JIC  Standard:  Poland,  Slovakia,  Czech  Republic,  Hungary,  Slovenia,  Turkey,  Israel,  Denmark,  Ukraine,  Belarus,  Moldova  De  facto  currency:  Lithuania,  Latvia,  Bulgaria,  Bosnia,  Croa2a,  Serbia  Start-­‐up:  Estonia,  Russia,  Romania,  Kazakhstan,  Portugal,  Macedonia,                            MENA  (UAE,  KSI,  Egypt,  Syria,  Lebanon,  Jordan,  Oman,  Qatar,  Iraq,  Kuwait,  Morocco)    

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