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    gemiusAdMonitor gemiusAdMonitor Presentation Transcript

    • The most popular and effective display ads Bulgaria Lithuania Croatia Poland Czech Rep. Romania Hungary Serbia Latvia Slovakia H1 2012gemiusAdMonitor reportWarsaw, November 2012
    • Content About the report 3 Most popular advertising forms 5 Chosen market sectors 27 Methodology and definitions 48
    • About the report 3Most popular advertising forms 5Chosen market sectors 27Methodology and definitions 48
    • // gemiusAdMonitorAbout the report gemiusAdMonitor is a periodic report prepared by Gemius. The source of data is the gemiusDirectEffect/AdOcean research, which is the leading online advertisement monitoring system in the CEE region. gemiusAdMonitor presents a ranking of most popular online ad formats and a wide range of indicators for display campaigns. The report also describes the advertising activity within chosen sectors of online market such as: finance, telecommunication and other. What can be found in a standard gemiusAdMonitor report? – Most often used ad formats – Average number of impressions per creative for given ad formats – Average number of clicks per creative for given ad formats – Average CTR for most often used ad formats – Share of campaigns using specific ad formats – Share of campaigns by sectors – Share of ad impressions by sectors – Share of ad clicks by sectors – Average CTR for specific sectors – Average number of ad impressions per campaign by specific sectors – Average number of ad clicks per campaign by specific sectors – Most often used ad formats by sectors gemiusAdMonitor, 2012.01.01 – 2012.06.30
    • About the report 3Most popular advertising forms 5Chosen market sectors 27Methodology and definitions 48
    • // gemiusAdMonitorAverage CTR by country Poland 0,62% Slovakia 0,56% Czech Rep. 0,35% Bulgaria 0,32% Latvia 0,30% Romania 0,30% Croatia 0,29% Hungary 0,27% Lithuania 0,26% Serbia 0,15% 0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
    • // gemiusAdMonitorShare of campaigns using specific ad format types*– Bulgaria 100,0% 1,40% 90,8% 90,0% 1,20% 80,0% 70,0% 1,00% Campaign share 60,0% Average CTR 0,80% 50,0% 0,60% 40,0% 30,0% 0,40% 18,2% 20,0% 0,20% 10,0% 7,3% 5,5% 1,1% 0,3% 0,0% 0,00% Regular Wallpaper Video Expand Preroll xHtml Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
    • // gemiusAdMonitorShare of campaigns using specific ad format types*– Croatia 100,0% 4,50% 90,0% 86,2% 4,00% 80,0% 3,50% 70,0% 3,00% Campaign share 60,0% Average CTR 2,50% 50,0% 2,00% 40,0% 1,50% 30,0% 18,8% 1,00% 20,0% 10,0% 0,50% 5,2% 1,8% 1,1% 1,1% 0,0% 0,00% Regular Wallpaper Expand Preroll Video Toplayer Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
    • // gemiusAdMonitorShare of campaigns using specific ad format types*– Czech Rep. 100,0% 2,00% 89,9% 90,0% 1,80% 80,0% 1,60% 70,0% 1,40% Campaign share 60,0% 1,20% Average CTR 50,0% 1,00% 40,0% 0,80% 30,0% 0,60% 19,6% 20,0% 0,40% 10,0% 0,20% 3,1% 1,9% 1,4% 0,0% 0,00% Regular Video Interstitial Brandmark Toplayer Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
    • // gemiusAdMonitorShare of campaigns using specific ad format types*– Hungary 100,0% 97,7% 4,00% 90,0% 3,50% 80,0% 3,00% 70,0% 2,50% Campaign share 60,0% Average CTR 50,0% 2,00% 40,0% 1,50% 30,0% 1,00% 20,0% 14,1% 8,9% 0,50% 10,0% 5,6% 5,5% 5,2% 3,7% 2,6% 0,0% 0,00% (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
    • // gemiusAdMonitorShare of campaigns using specific ad format types*– Latvia 100,0% 95,4% 4,50% 90,0% 4,00% 80,0% 3,50% 70,0% 3,00% Campaign share 60,0% Average CTR 2,50% 50,0% 2,00% 40,0% 1,50% 30,0% 1,00% 20,0% 10,0% 0,50% 4,4% 1,7% 0,7% 0,0% 0,00% Regular Banners Toplayer Video Expand (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
    • // gemiusAdMonitorShare of campaigns using specific ad format types*– Lithuania 100,0% 1,60% 88,4% 90,0% 1,40% 80,0% 1,20% 70,0% 1,00% Campaign share 60,0% Average CTR 50,0% 0,80% 40,0% 0,60% 30,0% 0,40% 20,0% 8,3% 8,3% 8,2% 0,20% 10,0% 2,2% 1,6% 0,0% 0,00% Regular Article Wallpaper Video Preroll Expand Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
    • // gemiusAdMonitorShare of campaigns using specific ad format types*– Poland 100,0% 2,50% 90,0% 80,0% 2,00% 70,0% Campaign share 60,0% 55,8% 1,50% Average CTR 50,0% 40,0% 1,00% 30,0% 25,5% 20,7% 20,0% 14,9% 0,50% 11,3% 10,6% 10,0% 7,9% 5,8% 3,2% 0,0% 0,00% (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
    • // gemiusAdMonitorShare of campaigns using specific ad format types*– Romania 100,0% 94,2% 8,00% 90,0% 7,00% 80,0% 6,00% 70,0% 5,00% Campaign share 60,0% Average CTR 50,0% 4,00% 40,0% 3,00% 30,0% 19,4% 2,00% 20,0% 1,00% 10,0% 3,9% 3,7% 2,1% 2,0% 0,9% 0,0% 0,00% Regular Interstitial Expand Video Preroll Brandmark Toplayer Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
    • // gemiusAdMonitorShare of campaigns using specific ad format types*– Serbia 100,0% 95,0% 2,00% 90,0% 1,80% 80,0% 1,60% 70,0% 1,40% Campaign share 60,0% 1,20% Average CTR 50,0% 1,00% 40,0% 0,80% 30,0% 0,60% 20,0% 0,40% 10,0% 5,8% 0,20% 3,6% 2,0% 1,6% 0,0% 0,00% Regular Video Wallpaper Toplayer Expand Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
    • // gemiusAdMonitorShare of campaigns using specific ad format types*– Slovakia 100,0% 3,50% 90,6% 90,0% 3,00% 80,0% 70,0% 2,50% Campaign share 60,0% Average CTR 2,00% 50,0% 1,50% 40,0% 30,0% 1,00% 20,0% 0,50% 8,3% 6,9% 10,0% 3,8% 3,5% 0,0% 0,00% Regular Video Expand Preroll Interstitial Banners (*) – percentage points do not add up to 100% since one campaign can use multiple formats. Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
    • // gemiusAdMonitorTop 5 most popular ad formats – Share of campaigns (1/5) 300x250 53,3% 728x90 13,9% Bulgaria 300x600 13,8% 750x100 10,7% 468x60 4,4% 300x250 49,3% 728x90 29,4% Croatia 970x250 26,8% 300x100 3,9% 984x200 3,7% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
    • // gemiusAdMonitorTop 5 most popular ad formats – Share of campaigns (2/5) 300x300 43,1% 300x600 39,2% Czech Rep. 970x210 30,4% 300x250 26,9% 418x120 26,1% 300x250 63,3% 728x90 57,9% Hungary 468x120 48,6% 250x250 43,9% 310x232 28,6% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% Source: gemiusDirectEffect 2012 H1 Analysed ads: Regular banners
    • // gemiusAdMonitorTop 5 most popular ad formats – Share of campaigns (3/5) 250x250 22,49% 995x100 16,23% 980x90 7,10% Latvia 420x200 4,53% 260x110 2,16% 300x250 20,7% 250x500 19,2% Lithuania 300x600 7,6% 750x100 5,5% 980x200 5,1% 0,0% 5,0% 10,0% 15,0% 20,0% 25,0% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
    • // gemiusAdMonitorTop 5 most popular ad formats – Share of campaigns (4/5) 750x200 53,3% 300x250 31,4% Poland 750x300 16,9% 300x600 15,9% 160x600 11,5% 300x250 75,1% 728x90 67,9% Romania 160x600 35,7% 980x100 3,6% 947x100 1,8% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
    • // gemiusAdMonitorTop 5 most popular ad formats – Share of campaigns (5/5) 300x250 73,3% 728x90 40,9% 468x60 Serbia 7,1% 160x600 3,0% 300x300 1,7% 300x300 65,1% 160x600 6,6% Slovakia 120x600 4,4% 950x100 4,1% 950x200 2,3% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
    • // gemiusAdMonitorTop 5 most popular ad formats – Average CTR (1/5) 300x600 0,25% 750x100 0,23% Bulgaria 300x250 0,21% 728x90 0,15% 468x60 0,12% 984x200 0,31% 970x250 0,30% Croatia 300x250 0,15% 728x90 0,11% 300x100 0,08% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
    • // gemiusAdMonitorTop 5 most popular ad formats – Average CTR (2/5) 300x600 0,24% 970x210 0,18% Czech Rep. 418x120 0,17% 300x300 0,13% 300x250 0,09% 300x250 0,14% 310x232 0,11% Hungary 728x90 0,10% 468x120 0,10% 250x250 0,09% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
    • // gemiusAdMonitorTop 5 most popular ad formats – Average CTR (3/5) 260x110 0,25% 995x100 0,18% 980x90 0,14% Latvia 420x200 0,11% 250x250 0,09% 750x100 0,20% 300x600 0,19% Lithuania 250x500 0,17% 980x200 0,13% 300x250 0,13% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
    • // gemiusAdMonitorTop 5 most popular ad formats – Average CTR (4/5) 750x300 0,28% 300x250 0,17% Poland 750x200 0,16% 300x600 0,15% 160x600 0,14% 947x100 0,24% 980x100 0,22% Romania 728x90 0,17% 300x250 0,14% 160x600 0,12% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
    • // gemiusAdMonitorTop 5 most popular ad formats – Average CTR (5/5) 300x300 0,77% 160x600 0,28% 728x90 Serbia 0,13% 300x250 0,12% 468x60 0,11% 300x300 0,52% 950x200 0,38% Slovakia 160x600 0,25% 950x100 0,21% 120x600 0,15% 0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70% 0,80% 0,90% Source: gemiusDirectEffect/AdOcean 2012 H1 Analysed ads: Regular banners
    • About the report 3Most popular advertising forms 5Chosen market sectors 27Methodology and definitions 48
    • // gemiusAdMonitorShare of ad impressions by sectors– Bulgaria Automotive Finance, Insurance, Brokerage Pharmaceuticals 17,6% Personal Care and Hygiene 22,0% Media, Books, CD & DVD Leisure Time 1,1% 2,0% Trade 2,9% Food 3,6% Clothing & Accessories 10,3% 3,6% Telecommunications 3,8% Beverages and Alcohol 3,9% 8,5% Household Equipment, Furniture And Decorations 4,0% Computers and Audio Video 4,0% 6,9% 5,8% Travel, Tourism, Hotels & Restaurants Real Estate Other 0,2% Source: gemiusDirectEffect/AdOcean 2012 H1
    • // gemiusAdMonitorAverage CTR by sectors– Bulgaria Personal Care and Hygiene Food Household Equipment, Furniture And Decorations Beverages and Alcohol Real Estate Finance, Insurance, Brokerage Travel, Tourism, Hotels & Restaurants Telecommunications Pharmaceuticals Automotive Computers and Audio Video Media, Books, CD & DVD Clothing & Accessories Leisure Time Trade Source: gemiusDirectEffect/AdOcean 2012 H1
    • // gemiusAdMonitorShare of ad impressions by sectors– Croatia Media, Books, CD & DVD Automotive 7,4% Telecommunications 1,2% 2,1% 22,0% 2,4% Finance, Insurance, Brokerage 2,7% 3,7% Personal Care and Hygiene Beverages and Alcohol 5,7% Travel, Tourism, Hotels & Restaurants 7,3% Food 18,6% Clothing & Accessories Computers and Audio Video 12,7% Leisure Time 13,9% Pharmaceuticals Other 0,2% Source: gemiusDirectEffect/AdOcean 2012 H1
    • // gemiusAdMonitorAverage CTR by sectors– Croatia Clothing & Accessories Pharmaceuticals Food Personal Care and Hygiene Automotive Telecommunications Finance, Insurance, Brokerage Computers and Audio Video Leisure Time Beverages and Alcohol Travel, Tourism, Hotels & Restaurants Media, Books, CD & DVD Source: gemiusDirectEffect/AdOcean 2012 H1
    • // gemiusAdMonitorShare of ad impressions by sectors– Czech Rep. Finance, Insurance, Brokerage Automotive Telecommunications 7,0% Travel, Tourism, Hotels & Restaurants 1,6% Personal Care and Hygiene 2,3% 2,5% Food 2,6% Trade 42,5% 3,3% Household Equipment, Furniture And Decorations 3,8% Beverages and Alcohol Real Estate 6,4% Clothing & Accessories Leisure Time 9,2% Household Products 13,7% Pharmaceuticals 1,2% 1,1% 1,1% Computers and Audio Video 1,0% Other 0,7% Source: gemiusDirectEffect 2012 H1
    • // gemiusAdMonitorAverage CTR by sectors– Czech Rep. Food Beverages and Alcohol Trade Personal Care and Hygiene Household Equipment, Furniture And Decorations Clothing & Accessories Automotive Pharmaceuticals Household Products Telecommunications Computers and Audio Video Finance, Insurance, Brokerage Travel, Tourism, Hotels & Restaurants Leisure Time Real Estate Source: gemiusDirectEffect 2012 H1
    • // gemiusAdMonitorShare of ad impressions by sectors– Hungary Telecommunications Finance, Insurance, Brokerage Automotive 3,5% 1,6% Food 2,0% 2,5% 24,5% Leisure Time 3,1% Personal Care and Hygiene 3,5% Pharmaceuticals 4,1% Trade Travel, Tourism, Hotels & Restaurants 4,8% Computers and Audio Video 4,9% Beverages and Alcohol Household Equipment, Furniture And Decorations 22,5% 8,3% Media, Books, CD & DVD Household Products 11,4% Clothing & Accessories 1,2% 0,8% Real Estate 0,7% Other 0,6% Source: gemiusDirectEffect 2012 H1
    • // gemiusAdMonitorAverage CTR by sectors– Hungary Food Personal Care and Hygiene Computers and Audio Video Household Products Media, Books, CD & DVD Automotive Leisure Time Household Equipment, Furniture And Decorations Clothing & Accessories Beverages and Alcohol Trade Finance, Insurance, Brokerage Telecommunications Pharmaceuticals Travel, Tourism, Hotels & Restaurants Real Estate Source: gemiusDirectEffect 2012 H1
    • // gemiusAdMonitorShare of ad impressions by sectors– Latvia Travel, Tourism, Hotels & Restaurants Trade Automotive 14,0% 17,8% Leisure Time Finance, Insurance, Brokerage Telecommunications 2,1% 12,6% Personal Care and Hygiene 3,2% Household Equipment, Furniture And Decorations 3,3% Beverages and Alcohol 4,7% Food 11,8% 4,8% Computers and Audio Video Media, Books, CD & DVD 6,8% 8,8% 8,0% Clothing & Accessories Pharmaceuticals 0,9% 0,7% Other 0,5% Source: gemiusDirectEffect/AdOcean 2012 H1
    • // gemiusAdMonitorAverage CTR by sectors– Latvia Food Telecommunications Beverages and Alcohol Clothing & Accessories Finance, Insurance, Brokerage Personal Care and Hygiene Automotive Trade Household Equipment, Furniture And Decorations Pharmaceuticals Computers and Audio Video Travel, Tourism, Hotels & Restaurants Leisure Time Media, Books, CD & DVD Source: gemiusDirectEffect/AdOcean 2012 H1
    • // gemiusAdMonitorShare of ad impressions by sectors– Lithuania Trade Leisure Time Automotive 14,8% Finance, Insurance, Brokerage 17,8% Media, Books, CD & DVD Beverages and Alcohol Travel, Tourism, Hotels & Restaurants 2,1% 12,4% Real Estate 3,0% Clothing & Accessories 3,3% Pharmaceuticals 3,4% Telecommunications 9,1% 3,6% Household Equipment, Furniture And Decorations 3,9% Computers and Audio Video 4,1% 8,8% Food 5,1% 6,7% Personal Care and Hygiene Household Products 1,3% Other 0,6% Source: AdOcean 2012 H1
    • // gemiusAdMonitorAverage CTR by sectors– Lithuania Telecommunications Food Automotive Leisure Time Media, Books, CD & DVD Personal Care and Hygiene Pharmaceuticals Beverages and Alcohol Clothing & Accessories Finance, Insurance, Brokerage Computers and Audio Video Real Estate Trade Travel, Tourism, Hotels & Restaurants Household Equipment, Furniture And Decorations Household Products Source: AdOcean 2012 H1
    • // gemiusAdMonitorShare of ad impressions by sectors– Poland Telecommunications Automotive Finance, Insurance, Brokerage 1,8%3,7% 2,2% Trade 3,1% 3,1% Personal Care and Hygiene 26,3% 3,3% Food Travel, Tourism, Hotels & Restaurants 4,9% Media, Books, CD & DVD 5,2% Household Equipment, Furniture And Decorations Beverages and Alcohol 5,8% Clothing & Accessories 10,3% Pharmaceuticals 6,4% Computers and Audio Video 6,6% 9,9% Leisure Time 6,9% Household Products Real Estate 0,2% Other 0,1% Source: gemiusDirectEffect/AdOcean 2012 H1
    • // gemiusAdMonitorAverage CTR by sectors– Poland Leisure Time Food Travel, Tourism, Hotels & Restaurants Personal Care and Hygiene Beverages and Alcohol Media, Books, CD & DVD Household Products Pharmaceuticals Telecommunications Computers and Audio Video Clothing & Accessories Automotive Finance, Insurance, Brokerage Trade Household Equipment, Furniture And Decorations Real Estate Source: gemiusDirectEffect/AdOcean 2012 H1
    • // gemiusAdMonitorShare of ad impressions by sectors– Romania Trade Leisure Time Finance, Insurance, Brokerage 16,5% Automotive 23,6% Media, Books, CD & DVD Telecommunications Food 2,1% Real Estate 2,4% Pharmaceuticals 2,9% Travel, Tourism, Hotels & Restaurants 3,1% 10,7% Beverages and Alcohol 3,6% Personal Care and Hygiene 5,1% Computers and Audio Video 10,4% 6,4% Household Equipment, Furniture And Decorations 9,9% 1,3% Household Products 0,8% 0,6% Clothing & Accessories 0,4% Other 0,2% Source: gemiusDirectEffect/AdOcean 2012 H1
    • // gemiusAdMonitorAverage CTR by sectors– Romania Leisure Time Food Clothing & Accessories Beverages and Alcohol Household Products Personal Care and Hygiene Computers and Audio Video Media, Books, CD & DVD Household Equipment, Furniture And Decorations Trade Real Estate Travel, Tourism, Hotels & Restaurants Automotive Pharmaceuticals Telecommunications Finance, Insurance, Brokerage Source: gemiusDirectEffect/AdOcean 2012 H1
    • // gemiusAdMonitorShare of ad impressions by sectors– Serbia Media, Books, CD & DVD Telecommunications Automotive 1,6% 1,9% 2,2% Finance, Insurance, Brokerage 2,7% 4,4% 25,5% Travel, Tourism, Hotels & Restaurants Beverages and Alcohol 5,3% Personal Care and Hygiene 5,8% Trade Household Equipment, Furniture And Decorations Food 7,3% Leisure Time 22,7% Pharmaceuticals 8,5% Clothing & Accessories 9,2% Computers and Audio Video 1,1% 0,8% Real Estate 0,7% Other 0,4% Source: gemiusDirectEffect/AdOcean 2012 H1
    • // gemiusAdMonitorAverage CTR by sectors– Serbia Clothing & Accessories Pharmaceuticals Household Equipment, Furniture And Decorations Beverages and Alcohol Personal Care and Hygiene Travel, Tourism, Hotels & Restaurants Automotive Finance, Insurance, Brokerage Telecommunications Food Real Estate Computers and Audio Video Trade Media, Books, CD & DVD Leisure Time Source: gemiusDirectEffect/AdOcean 2012 H1
    • // gemiusAdMonitorShare of ad impressions by sectors– Slovakia Telecommunications Finance, Insurance, Brokerage Automotive 10,9% Personal Care and Hygiene Beverages and Alcohol 1,2% 29,7% 1,4% Trade 3,2% Household Equipment, Furniture And Decorations 3,3% Food 4,0% Pharmaceuticals Clothing & Accessories 4,8% Household Products 5,7% Computers and Audio Video Travel, Tourism, Hotels & Restaurants 22,1% Real Estate 0,7% 11,2% 0,6% Media, Books, CD & DVD 0,4% 0,2% Leisure Time 0,2% Other 0,1% Source: gemiusDirectEffect/AdOcean 2012 H1
    • // gemiusAdMonitorAverage CTR by sectors– Slovakia Telecommunications Household Products Finance, Insurance, Brokerage Real Estate Automotive Food Personal Care and Hygiene Pharmaceuticals Beverages and Alcohol Household Equipment, Furniture And Decorations Clothing & Accessories Trade Travel, Tourism, Hotels & Restaurants Media, Books, CD & DVD Computers and Audio Video Leisure Time Source: gemiusDirectEffect/AdOcean 2012 H1
    • About the report 3Most popular advertising forms 5Chosen market sectors 27Methodology and definitions 48
    • // MethodologyMethodology (1/2) • The source of the data is gemiusDirectEffect/AdOcean research, which is one of the most frequently used advertisement monitoring systems in the CEE region. • Formats typical for mailing were excluded from the research. • Every campaign having place in the analyzed period was included in the research, except the ones that had less than 1000 impressions in the analyzed period. • The presented data on ad impressions and ad clicks are cookie events. • In market sectors, the „other” category contains all the remaining sectors not defined in the research and all other sectors where the number of campaigns from that sector was smaller than 5 in the analyzed period. • gemiusAdMonitor H1 2012 report features CTR (click-through-rate) as the indicator of effectiveness as it is a metric which is commonly available for most online advertising campaigns and one of the most comparable. Still, a complete analysis of an advertising campaign effectiveness requires measuring by more than one metric and this is why Gemius also provides its clients with several additional tools to do so.
    • // MethodologyMethodology (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 conceptsDefinitions of concepts (1/2) • Creative – a graphic, static or dynamic, advertisement placed on websites. • Ad format – the size of a creative expressed in pixels (e.g. 300x300). • Ad format type – the type of a creative expressed in letters or pixels (e.g.,300x300, Preroll, 250x250, Wallpaper). • Creative area - ad area in pixels, calculated by multiplying ad height by ad width. • Advertising type – all creatives categorized by type (regular banners, rich media, unrecognized formats). • Unrecognized formats – an advertising type consisting of creatives which format and type was not recognized. • Regular Banners – advertising type consisting of ad formats (creatives expressed in pixels). • Rich Media –advertising type consisting of any of the following ad format types: Preroll, Brandmark, Expand, Pop-up/Pop-under, Scroll Toplayer, Toplayer, Interstitial, Wideboard, Video, Wallpaper, xHtml, Sponsored Link, Article, Videostitial. • Campaign – a marketing campaign in which specific creatives are displayed.
    • // Definitions of conceptsDefinitions of concepts (2/2) • Most often used ad format types – most popular format types determined by the number of creatives in that format. • Ad impression – a single instance of a creative being displayed. • Ad click – a single instance of a creative being clicked. • Average CTR (Click Through Ratio) – average of quotients (cookie clicks / cookie impressions) for each creative of a given ad format. • Share of campaigns using specific ad formats – the percentage of campaigns that use a given creative format in the total number of campaigns. • Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns. • Share of ad impressions by sectors – the percentage of cookie impressions for a given sector in the total number of impressions. • Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in the total number of clicks. • Most often used ad formats by sectors – top three most often used ad formats in particular sectors.
    • International Agency Segment Manager Tamas Acs tamas.acs@gemius.comJoin us @: Contact: Press contact:Facebook.com/GemiusGroup Gemius SA International Marketing DepartmentTwitter.com/Gemius Wołoska 7 Street marketing@gemius.comSlideshare.net/Gemius_com 02-675 Warsaw, PLYouTube.com/wwwGemiusCom www.gemius.com
    • Gemius as the currency in online measurement JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus. De facto currency: Lithuania, Latvia, Estonia, Bulgaria, Bosnia, Croatia Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia) 54