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gemiusAdMonitor
Market sectors
2013.08 - 2014.01

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

4
About the report
gemiusAdMonitor is a periodic report prepared by Gemius. The source of data are the gemiusDirectEffect and AdOcean systems, which are the
leading online advertisement monitoring systems in the CEE region. The report describes the advertising activity within chosen sectors of online
market such as: finance, telecommunication and other.
What can be found in this report?
➜ Share of ad impressions by sectors
➜ Share of ad clicks by sectors
➜ Share of campaings by sectors

5
Analysed countries
Bulgaria Croatia Czech Rep. Hungary Latvia
Lithuania Poland Romania Serbia Slovakia
The report includes information about Bulgaria (according to Gemius estimation approx. 85% of display campaigns are
measured by Gemius at least partially), Croatia (~60%), Czech Republic (~60%), Hungary (~70%), Latvia (~50%), Lithuania
(~70%), Poland (~70%), Romania (~60%), Serbia (~80%) and Slovakia (~85%).

7Source: gemiusDirectEffect/AdOcean 2013.08-2014.01
Share of ad impressions by sectors – Bulgaria
17.26%
10.29%
8.66%
7.65%
5.89%4.2%
4.62%
3.98%
3.74%
2.98%
2.68%
2.23%
2.16%
1.96%
1.21%
0.02%
19.96%
Finance, Insurance, Brokerage
Household Equipment, Furniture And Decorations
Trade
Telecommunications
Pharmaceuticals
Beverages and Alcohol
Personal Care and Hygiene
Clothing & Accessories
Automotive
Media, Books, CD & DVD
Leisure Time
Computers and Audio Video
Household Products
Food
Travel, Tourism, Hotels & Restaurants
Real Estate
Other

Share of ad clicks by sectors – Bulgaria
15.87%
14.44%
13.65%
10.77%
7.45%
6.23%
6.03%
4.04%
3.08%
2.95%
1.96%
1.95%
11.82%
1.82%
1.78%
0.08%
6.07%
Telecommunications
Automotive
Trade
Food
Pharmaceuticals
Leisure Time
Household Products
Real Estate
Other

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

Share of ad impressions by sectors – Croatia
19.98%
17.03%
15.06%7.77%
5.86%
5.71%
5.71%
4.82%
3.52%
3.08%
2.44%
2.14%
1.80%
1.67%
1,13%
2.28%
Automotive
Leisure Time
Food
Trade
Telecommunications
Household Products
Pharmaceuticals
Other

Share of ad clicks by sectors – Croatia
27.02%
14.49%
12.10%
6.59%
6.42%
5.98%
4.98%
4.83%
4.17%
3.58%
3.34%
2.33%
1.64%
1.02%
0.19%
1.34%
Automotive
Food
Trade
Household Products
Leisure Time
Telecommunications
Pharmaceuticals
Other

Share of campaigns by sectors – Croatia
19.75%
10.87%
8.88%
8.70%
8.15%
6.,88%
6.34%
5.98%
5.62%
5.43%
2.90%
2.36%
1.99%
1.63%
1.63%
2.90%
Automotive
Food
Trade
Leisure Time
Household Products
Telecommunications
Pharmaceuticals
Other

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

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

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

Share of ad impressions by sectors – Hungary
26.58%
21.16%
7.34%
7.06%
6.23%
6.,19%
3.73%
3.19%
2.11%
1.89%
1.76%
1.1,75%
1.58%
1.56%
0.98%
0.31%
6.61%
Telecommunications
Trade
Automotive
Food
Pharmaceuticals
Household Products
Leisure Time
Real Estate
Other

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

Share of campaigns by sectors – Hungary
12.64%
11.07%
8.71%
8.24%
6.62%
5.75%
5.66%
4.92%
4.53%
3.44%
2.88%
2.88%
2.75%
2.61%
1.70%
0.65%
14.95%
Telecommunications
Food
Automotive
Trade
Pharmaceuticals
Leisure Time
Household Products
Real Estate
Other

Share of ad impressions by sectors – Latvia
18.42%
14.35%
11.38%
9.88%
9.64%
9.59%
4.20%
3.63%
3.58%
3.35%
1.98%
1.18%
0.99%
0.87%
.0,72%
.0,44%
5.80%
Trade
Leisure Time
Pharmaceuticals
Automotive
Telecommunications
Food
Real Estate
Household Products
Other

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

Share of campaigns by sectors – Latvia
19.31%
16.44%
15.36%9.63%
6.98%
6.71%
3.95%
3.79%
3.68%
2.97%
2.11%
1.57%
1.57%
1.51%
1.19%
.0,38%
2.87%
Leisure Time
Trade
Automotive
Telecommunications
Food
Real Estate
Pharmaceuticals
Household Products
Other

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

23Source: AdOcean 2013.08-2014.01
Share of ad clicks by sectors – Lithuania
18.76%
12.44%
9.16%
7.16%
4.80%4.74%
5.40%
3.92%
2.71%
8.42%
4,0.%
4.05%
1.85%
1.73%
1.31%
0.13
9.33%
Trade
Leisure Time
Automotive
Pharmaceuticals
Food
Real Estate
Telecommunications
Household Products
Other

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

25Source: gemiusDirectEffect 2013.08-2014.01
Share of ad impressions by sectors – Poland
19.77%
18.73%
13.10%9.74%
8.00%
6.,09%
4.59%
3.45%
2.12%
2.09%
1.78%
1.48%
1.22%
1.06%
0.84%
5.94%
Telecommunications
Automotive
Trade
Food
Leisure Time
Pharmaceuticals
Household Products
Other

Share of ad clicks by sectors – Poland
20.75%
12.90%
12.68%
10.42%
7.61%
7.58%
4.80%
4.12%
3.12%
2.92%
2.62%
2.12%
1.72%
1.36%
0.64%
.4,64%
Telecommunications
Automotive
Food
Trade
Leisure Time
Pharmaceuticals
Household Products
Other

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

Share of ad impressions by sectors – Romania
11.74%
7.73%
7.28%
7.11%
5.83%
4.80%
4.11%
4.4,01%
.2,87%
2.31%
2.22%
2.06%
1.86%
1.35%
1.16%
1.07%
32.49%
Automotive
Trade
Pharmaceuticals
Household Products
Food
Leisure Time
Real Estate
Telecommunications
Other

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

Share of campaigns by sectors – Romania
10.75%
9.41%
7.80%
6.29%
5.5,57%
5.27%
5.15%4.68%
4.21%
4.13%
3.42%
2.05%
1.98%
1.56%
1.21%
0.35%
26.17%
Automotive
Leisure Time
Household Products
Food
Pharmaceuticals
Telecommunications
Trade
Real Estate
Other

Share of ad impressions by sectors – Serbia
33.32%
10.50%
8.51%
8.42%
5.86%
5.84%
5.39%
5.13%
3.93%
2.61%
2.14%
1.96%
1.66%
1.04%
0.36%
0.20%
3.12%
Telecommunications
Automotive
Trade
Leisure Time
Food
Real Estate
Household Products
Pharmaceuticals
Other

Share of ad clicks by sectors – Serbia
34.00%
12.32%
8.31%
7.62%
6.87%
6.58%
6.11%
3.94%
2.98%
1.99%
1.93%
1.77%
1.60%
1.35%
0.65%
0.50%
1.48%
Telecommunications
Food
Automotive
Trade
Leisure Time
Real Estate
Pharmaceuticals
Household Products
Other

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

Share of ad impressions by sectors – Slovakia
23.51%
18.78%
14.13%
7.62%
6.54%
5.90%
4.12%
3.62%
3.50%
1.27%
1.10%
0.90%
0.50%
0.33%
0.25%
0.21%
7.73%
Telecommunications
Trade
Automotive
Food
Real Estate
Pharmaceuticals
Household Products
Leisure Time
Other

Share of ad clicks by sectors – Slovakia
34.55%
17.92%9.96%
7.25%
7.13%
3.73%
3.61%
3.44%
2.48%
1.25%
1.23%
0.69%
0.60%
0.34%
0.30%
0.20%
5.32%
Telecommunications
Trade
Automotive
Food
Household Products
Pharmaceuticals
Real Estate
Leisure Time
Other

Share of campaigns by sectors – Slovakia
15.57%
13.3%
10.77%
10.52%7.04%
4.19%
3.83%
3.68%
3.52%
2.96%
2.65%
2.25%
2.14%
1.89%
1.89%
1.84%
11.54%
Trade
Telecommunications
Automotive
Food
Pharmaceuticals
Real Estate
Household Products
Leisure Time
Other

38
Methodology (1/2)
➜ The source of data are the gemiusDirectEffect and AdOcean systems, which are the leading online advertisement monitoring
systems in the CEE region.
➜ From the analysis all self-promotion campaigns were removed (these are campaigns with low priority, which are used to show self-
promotion advertisements of publishers as they had been not purchased for commercial campaigns). Self-promotion campaigns are used
only in AdOcean system.
➜ Formats typical for mailing were excluded from the research.
➜ Every campaign having place in the analyzed period was included in the research, except the ones that had less than 1000 impressions in
the analyzed period.
➜ The presented data on ad impressions and ad clicks are cookie events.
➜ In market sectors, the „other” category contains all the remaining sectors not defined in the research and all other sectors where the
number of campaigns from that sector was smaller than 5 in the analyzed period.

39
Methodology 2/2
17 market sectors were distinguished for the research:
➜ Clothing & Accessories (clothes, shoes, jewelry, bags)
➜ Automotive (cars, trucks, patrol, gas, tires, motors, bicycles)
➜ Beverages and Alcohol (juices, beers, soda, wine, champagne, energy drinks, vodka, mineral water, tea, coffee)
➜ Computers and Audio Video (notebooks, computer accessories, CD players , cameras)
➜ Finance, Insurance, Brokerage (banks, insurance, credit institutions)
➜ Food (sweets, cakes, bread, rolls, meat, fruits, vegetables, rice, noodles)
➜ Household Equipment, Furniture And Decorations (furniture, small household goods, dishes)
➜ Household Products (washing powders, air freshener, washing up liquid)
➜ Leisure Time (cinema, theatre, toys, concerts)
➜ Media, Books, CD & DVD (movies, television stations, radio stations, audiobooks)
➜ Personal Care and Hygiene (cosmetics, perfumes, eyeliners, lipsticks, massage, all body care products, all make up products, body lotions)
➜ Pharmaceuticals (vitamins, antibiotics, pain killers, all pills and medicine equipment)
➜ Real Estate (real estate agencies, housing associations, developers)
➜ Telecommunications (internet, mobile phones, mobile network)
➜ Trade (super-and hypermarkets, shops, warehouses, video rental )
➜ Travel, Tourism, Hotels & Restaurants (hotels, public transport, buses, trains, planes, travel agencies)
➜ Other

40
Definitions of concepts
➜ Creative – a graphic, static or dynamic, advertisement placed on websites.
➜ Campaign – a marketing campaign in which specific creatives are displayed.
➜ Ad impression – a single instance of a creative being displayed.
➜ Ad click – a single instance of a creative being clicked.
➜ Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.
➜ Share of ad impressions by sectors – the percentage of cookie impressions for a given sector in the total number of impressions.
➜ Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in the total number of clicks.

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

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