The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
gemiusAdMonitor 2012 H2 short version
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. Content
About
the
report
3
Most
popular
adver;sing
forms
8
Mobile
trends
36
Chosen
market
sectors
49
Methodology
and
defini;ons
74
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
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
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
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
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. 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
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%
Bulgaria
Croatia
Czech
Republic
Hungary
Latvia
Lithuania
Poland
Romania
Serbia
Slovakia
Slovenia
Ukraine
Average
CTR CTR
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
gemiusAdMonitor
//
Average
CTR
by
country
-‐
trend
Source:
gemiusDirectEffect/AdOcean
2012
H2
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%
CTR
Campaign
share
Campaign
share Average
CTR CTR
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%
CTR
Campaign
share
Campaign
share Average
CTR CTR
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%
CTR
Campaign
share
Campaign
share Average
CTR CTR
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%
CTR
Campaign
share
Campaign
share Average
CTR CTR
Share
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
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%
CTR
Campaign
share
Campaign
share Average
CTR CTR
Share
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
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%
CTR
Campaign
share
Campaign
share Average
CTR CTR
Share
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
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%
CTR
Campaign
share
Campaign
share Average
CTR CTR
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%
CTR
Campaign
share
Campaign
share Average
CTR CTR
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%
CTR
Campaign
share
Campaign
share Average
CTR CTR
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%
CTR
Campaign
share
Campaign
share Average
CTR CTR
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%
CTR
Campaign
share
Campaign
share Average
CTR CTR
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%
CTR
Campaign
share
Campaign
share Average
CTR CTR
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%
300x250
728x90
300x600
940x210
616x89
300x250
300x600
970x250
728x90
160x600
BulgariaCroatia
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%
300x600
300x300
970x210
300x250
970x310
300x250
728x90
468x120
250x250
970x250
Czech
RepublicHungary
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%
250x250
995x100
980x90
250x400
420x260
300x250
750x100
300x600
995x100
980x200
LatviaLithuania
27. 27
gemiusAdMonitor
//
Top
5
most
popular
ad
formats
–
Share
of
campaigns
(4/6)
Source:
gemiusDirectEffect/AdOcean
2012
H2
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%
300x250
728x90
300x600
300x300
250x180
300x300
300x600
120x600
990x200
160x600
SerbiaSlovakia
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%
160x600
300x250
728x90
300x600
1000x150
300x250
240x350
240x400
728x240
728x90
SloveniaUkraine
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
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
Decorations
Media,
Books,
CD
&
DVD
Finance,
Insurance,
Brokerage
Leisure
Time
Telecommunications
Food
Automotive
Beverages
and
Alcohol
Pharmaceuticals
Computers
and
Audio
Video
Personal
Care
and
Hygiene
Real
Estate
Travel,
Tourism,
Hotels
&
Restaurants
Clothing
&
Accessories
Household
Products
Trade
Other
51. 51
gemiusAdMonitor
//
Average
CTR,
CTR
by
sectors
–
Bulgaria
Source:
gemiusDirectEffect/AdOcean
2012
H2
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
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,
Brokerage
Automotive
Computers
and
Audio
Video
Personal
Care
and
Hygiene
Travel,
Tourism,
Hotels
&
Restaurants
Food
Beverages
and
Alcohol
Telecommunications
Clothing
&
Accessories
Trade
Other
53. 53
gemiusAdMonitor
//
Average
CTR,
CTR
by
sectors
–
Croa;a
Source:
gemiusDirectEffect/AdOcean
2012
H2
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
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,
Brokerage
Automotive
Travel,
Tourism,
Hotels
&
Restaurants
Personal
Care
and
Hygiene
Telecommunications
Household
Equipment,
Furniture
And
Decorations
Trade
Leisure
Time
Food
Real
Estate
Beverages
and
Alcohol
Computers
and
Audio
Video
Pharmaceuticals
Household
Products
Clothing
&
Accessories
Other
55. 55
gemiusAdMonitor
//
Average
CTR,
CTR
by
sectors
–
Czech
Republic
Source:
gemiusDirectEffect/AdOcean
2012
H2
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
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%
Telecommunications
Finance,
Insurance,
Brokerage
Automotive
Food
Trade
Personal
Care
and
Hygiene
Pharmaceuticals
Beverages
and
Alcohol
Leisure
Time
Computers
and
Audio
Video
Household
Products
Travel,
Tourism,
Hotels
&
Restaurants
Media,
Books,
CD
&
DVD
Clothing
&
Accessories
Household
Equipment,
Furniture
And
Decorations
Other
57. 57
gemiusAdMonitor
//
Average
CTR,
CTR
by
sectors
–
Hungary
Source:
gemiusDirectEffect/AdOcean
2012
H2
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
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%
Trade
Travel,
Tourism,
Hotels
&
Restaurants
Leisure
Time
Automotive
Telecommunications
Media,
Books,
CD
&
DVD
Pharmaceuticals
Finance,
Insurance,
Brokerage
Computers
and
Audio
Video
Real
Estate
Beverages
and
Alcohol
Food
Personal
Care
and
Hygiene
Clothing
&
Accessories
Household
Equipment,
Furniture
And
Decorations
Household
Products
Other
59. 59
gemiusAdMonitor
//
Average
CTR,
CTR
by
sectors
–
Latvia
Source:
gemiusDirectEffect/AdOcean
2012
H2
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
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
Time
Trade
Finance,
Insurance,
Brokerage
Automotive
Beverages
and
Alcohol
Real
Estate
Pharmaceuticals
Media,
Books,
CD
&
DVD
Travel,
Tourism,
Hotels
&
Restaurants
Clothing
&
Accessories
Telecommunications
Food
Computers
and
Audio
Video
Household
Equipment,
Furniture
And
Decorations
Personal
Care
and
Hygiene
Other
61. 61
gemiusAdMonitor
//
Average
CTR,
CTR
by
sectors
–
Lithuania
Source:
gemiusDirectEffect/AdOcean
2012
H2
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
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%
Telecommunications
Finance,
Insurance,
Brokerage
Automotive
Trade
Personal
Care
and
Hygiene
Food
Household
Equipment,
Furniture
And
Decorations
Beverages
and
Alcohol
Computers
and
Audio
Video
Pharmaceuticals
Clothing
&
Accessories
Media,
Books,
CD
&
DVD
Travel,
Tourism,
Hotels
&
Restaurants
Leisure
Time
Household
Products
Real
Estate
Other
63. 63
gemiusAdMonitor
//
Average
CTR,
CTR
by
sectors
–
Poland
Source:
gemiusDirectEffect/AdOcean
2012
H2
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
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%
Trade
Finance,
Insurance,
Brokerage
Automotive
Leisure
Time
Telecommunications
Media,
Books,
CD
&
DVD
Personal
Care
and
Hygiene
Household
Equipment,
Furniture
And
Decorations
Real
Estate
Pharmaceuticals
Food
Travel,
Tourism,
Hotels
&
Restaurants
Household
Products
Beverages
and
Alcohol
Computers
and
Audio
Video
Clothing
&
Accessories
Other
65. 65
gemiusAdMonitor
//
Average
CTR,
CTR
by
sectors
–
Romania
Source:
gemiusDirectEffect/AdOcean
2012
H2
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
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%
Telecommunications
Finance,
Insurance,
Brokerage
Personal
Care
and
Hygiene
Automotive
Beverages
and
Alcohol
Computers
and
Audio
Video
Food
Travel,
Tourism,
Hotels
&
Restaurants
Leisure
Time
Trade
Household
Equipment,
Furniture
And
Decorations
Other
67. 67
gemiusAdMonitor
//
Average
CTR,
CTR
by
sectors
–
Serbia
Source:
gemiusDirectEffect/AdOcean
2012
H2
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
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%
Telecommunications
Finance,
Insurance,
Brokerage
Beverages
and
Alcohol
Automotive
Food
Household
Equipment,
Furniture
And
Decorations
Personal
Care
and
Hygiene
Computers
and
Audio
Video
Trade
Clothing
&
Accessories
Media,
Books,
CD
&
DVD
Real
Estate
Pharmaceuticals
Travel,
Tourism,
Hotels
&
Restaurants
Leisure
Time
Household
Products
Other
69. 69
gemiusAdMonitor
//
Average
CTR,
CTR
by
sectors
–
Slovakia
Source:
gemiusDirectEffect/AdOcean
2012
H2
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
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,
Brokerage
Automotive
Trade
Telecommunications
Computers
and
Audio
Video
Personal
Care
and
Hygiene
Food
Travel,
Tourism,
Hotels
&
Restaurants
Leisure
Time
Beverages
and
Alcohol
Household
Products
Pharmaceuticals
Household
Equipment,
Furniture
And
Decorations
Other
71. 71
gemiusAdMonitor
//
Average
CTR,
CTR
by
sectors
–
Slovenia
Source:
gemiusDirectEffect/AdOcean
2012
H2
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
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%
Trade
Computers
and
Audio
Video
Beverages
and
Alcohol
Telecommunications
Finance,
Insurance,
Brokerage
Other
73. 73
gemiusAdMonitor
//
Average
CTR,
CTR
by
sectors
–
Ukraine
Source:
gemiusDirectEffect/AdOcean
2012
H2
Beverages
and
Alcohol
Computers
and
Audio
Video
Telecommunications
Trade
Finance,
Insurance,
Brokerage
Average
CTR CTR
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
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
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
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
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.