gemiusAdMonitor 2011 H2 short version

624 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
624
On SlideShare
0
From Embeds
0
Number of Embeds
358
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

gemiusAdMonitor 2011 H2 short version

  1. 1. gemiusAdMonitor reportH2 2011Warsaw, May 2012Bulgaria, CzechRepublic, Hungary,Poland, Romania,Slovakia -the most popular and effectivedisplay ads
  2. 2. ContentsAbout the report 3Most popular advertising forms 5Chosen market sectors 17Methodology and definitions 30
  3. 3. About the report 3Most popular advertising forms 5Chosen market sectors 17Methodology and definitions 30
  4. 4. gemiusAdMonitor//About the reportgemiusAdMonitor 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 mostpopular online ad formats and a wide range of indicators for display campaigns. The report also describes the advertisingactivity 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.
  5. 5. About the report 3Most popular advertising forms 5Chosen market sectors 17Methodology and definitions 30
  6. 6. gemiusAdMonitor//Average CTR by countrySource: gemiusDirectEffect/AdOcean 2011 H2Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)0,56%0,49%0,36% 0,36%0,32%0,23%0,00%0,10%0,20%0,30%0,40%0,50%0,60%Poland Slovakia Hungary Bulgaria CzechRepublicRomania
  7. 7. gemiusAdMonitor//Share of campaigns using specific ad formats- BulgariaSource: gemiusDirectEffect/AdOcean 2011 H2Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)94,8%11,2%2,1% 1,7% 1,5% 1,4% 0,5%0,00%0,50%1,00%1,50%2,00%2,50%3,00%3,50%4,00%0%10%20%30%40%50%60%70%80%90%100%RegularBannersWallpaper xHtml Expand Video Article PrerollCTR/UCTRCampaignshareCampaign share Average CTR
  8. 8. gemiusAdMonitor//Share of campaigns using specific ad formats- Czech RepublicSource: gemiusDirectEffect 2011 H2Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)93,8%26,1%14,3%0,00%0,20%0,40%0,60%0,80%1,00%1,20%0%10%20%30%40%50%60%70%80%90%100%Regular Banners Article VideoCTR/UCTRCampaignshareCampaign share Average CTR
  9. 9. gemiusAdMonitor//Share of campaigns using specific ad formats- HungarySource: gemiusDirectEffect 2011 H2Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)94,5%21,5%10,5%7,8% 7,8% 7,6% 5,7% 5,3% 3,4% 2,3% 2,1%0,00%0,50%1,00%1,50%2,00%2,50%3,00%3,50%4,00%4,50%0%10%20%30%40%50%60%70%80%90%100%CTRCampaignshareCampaign share Average CTR
  10. 10. gemiusAdMonitor//Share of campaigns using specific ad formats- PolandSource: gemiusDirectEffect 2011 H2Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)86,0%18,2%12,4% 11,0% 9,9% 9,8% 7,7% 6,8% 5,1% 3,6%0,8% 0,7% 0,6%0,00%0,50%1,00%1,50%2,00%2,50%3,00%0%10%20%30%40%50%60%70%80%90%100%CTRCampaignshareCampaign share Average CTR
  11. 11. gemiusAdMonitor//Share of campaigns using specific ad formats- RomaniaSource: gemiusDirectEffect/AdOcean 2011 H2Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)94,5%4,9% 4,6% 3,7% 1,9% 1,7% 1,0% 0,6%0,00%1,00%2,00%3,00%4,00%5,00%6,00%7,00%0%10%20%30%40%50%60%70%80%90%100%CTRCampaignshareCampaign share Average CTR
  12. 12. gemiusAdMonitor//Share of campaigns using specific ad formats- SlovakiaSource: gemiusDirectEffect/AdOcean 2011 H2Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)96,8%5,7%2,4% 2,2% 1,8% 1,8% 0,6%0,00%0,50%1,00%1,50%2,00%2,50%3,00%3,50%4,00%0%20%40%60%80%100%120%CTRCampaignshareCampaign share Average CTR
  13. 13. gemiusAdMonitor//Top 5 most popular ad formats - Share of campaigns (1/2)Source: gemiusDirectEffect/AdOcean 2011 H2Analysed ads: Regular banners71,5%21,4%5,9%2,5%2,3%53,0%39,3%37,7%36,9%31,4%64,9%61,9%54,8%49,1%35,9%0% 10% 20% 30% 40% 50% 60% 70% 80%300x250728x90300x600960x200940x210300x300970x210300x600300x250480x300300x250728x90250x250468x120330x247BulgariaCzechRepublicHungary
  14. 14. gemiusAdMonitor//Top 5 most popular ad formats - Share of campaigns (2/2)Source: gemiusDirectEffect/AdOcean 2011 H2Analysed ads: Regular banners55,2%31,9%25,1%15,6%9,7%72,3%63,2%34,0%0,8%0,6%53,5%17,3%4,9%3,7%3,5%0% 10% 20% 30% 40% 50% 60% 70% 80%750x200300x250750x300300x600750x100300x250728x90160x600728x300500x400300x300320x320950x100960x100460x300PolandRomaniaSlovakia
  15. 15. gemiusAdMonitor//Top 5 most popular ad formats – Average CTR (1/2)Source: gemiusDirectEffect/AdOcean 2011 H2Analysed ads: Regular banners1,03%0,51%0,37%0,22%0,15%0,31%0,23%0,19%0,15%0,14%0,36%0,28%0,26%0,14%0,14%0,00% 0,20% 0,40% 0,60% 0,80% 1,00% 1,20%940x210960x200300x600300x250728x90300x600970x210480x300300x250300x300330x247728x90300x250250x250468x120BulgariaCzechRepublicHungary
  16. 16. gemiusAdMonitor//Top 5 most popular ad formats – Average CTR (2/2)Source: gemiusDirectEffect/AdOcean 2011 H2Analysed ads: Regular banners0,44%0,27%0,23%0,21%0,17%3,64%0,38%0,17%0,14%0,13%1,07%0,36%0,28%0,26%0,21%0,0% 0,5% 1,0% 1,5% 2,0% 2,5% 3,0% 3,5% 4,0%750x100750x300300x250750x200300x600500x400728x300300x250728x90160x600320x320460x300300x300960x100950x100PolandRomaniaSlovakia
  17. 17. About the report 3Most popular advertising forms 5Chosen market sectors 17Methodology and definitions 30
  18. 18. gemiusAdMonitor//Share of ad impressions by sector - BulgariaSource: gemiusDirectEffect/AdOcean 2011 H218,3%15,2%9,8%9,6%9,3%8,9%4,2%4,1%3,9%3,2%2,6%1,7%1,2%0,9%0,4%0,2% 6,7%Leisure TimeFinance, Insurance, BrokerageFoodTelecommunicationsAutomotiveTradeComputers and Audio VideoHousehold Equipment, Furniture And DecorationsMedia, Books, CD & DVDTravel, Tourism, Hotels & RestaurantsClothing & AccessoriesBeverages and AlcoholPharmaceuticalsPersonal Care and HygieneReal EstateHousehold ProductsOther
  19. 19. gemiusAdMonitor//Ranking of the sectors with highest average CTR –Bulgaria*PharmaceuticalsTradeBeverages and AlcoholAutomotiveHousehold Equipment, Furniture And DecorationsHousehold ProductsReal EstatePersonal Care and HygieneFinance, Insurance, BrokerageComputers and Audio VideoFoodTravel, Tourism, Hotels & RestaurantsTelecommunicationsLeisure TimeMedia, Books, CD & DVDClothing & AccessoriesSource: gemiusDirectEffect/AdOcean 2011 H2*Exact average CTR values per sector areavailable in paid version of the report
  20. 20. gemiusAdMonitor//Share of ad impressions by sector - Czech Republic30,9%14,3%14,1%11,8%5,3%3,3%2,8%2,2%2,2%2,1%1,9%1,8%1,3%0,1%5,9%Finance, Insurance, BrokerageBeverages and AlcoholAutomotiveTelecommunicationsFoodTradePersonal Care and HygieneComputers and Audio VideoHousehold Equipment, Furniture And DecorationsReal EstatePharmaceuticalsTravel, Tourism, Hotels & RestaurantsHousehold ProductsClothing & AccessoriesOtherSource: gemiusDirectEffect 2011 H2
  21. 21. gemiusAdMonitor//Ranking of the sectors with highest average CTR – CzechRepublic*Clothing & AccessoriesFoodBeverages and AlcoholPersonal Care and HygieneComputers and Audio VideoTelecommunicationsPharmaceuticalsFinance, Insurance, BrokerageAutomotiveHousehold Equipment, Furniture And…Travel, Tourism, Hotels & RestaurantsTradeHousehold ProductsReal Estate*Exact average CTR values per sector areavailable in paid version of the reportSource: gemiusDirectEffect 2011 H2
  22. 22. gemiusAdMonitor//Share of ad impressions by sector – Hungary33,4%20,1%13,2%4,6%4,3%3,4%3,4%2,5%2,2%2,2%1,8%1,4%0,6%0,1%7,0%Finance, Insurance, BrokerageTelecommunicationsAutomotiveMedia, Books, CD & DVDBeverages and AlcoholHousehold Equipment, Furniture And DecorationsFoodPersonal Care and HygienePharmaceuticalsComputers and Audio VideoTradeTravel, Tourism, Hotels & RestaurantsClothing & AccessoriesLeisure TimeOtherSource: gemiusDirectEffect 2011 H2
  23. 23. gemiusAdMonitor//Ranking of the sectors with highest average CTR –Hungary*Media, Books, CD & DVDLeisure TimePersonal Care and HygieneComputers and Audio VideoBeverages and AlcoholPharmaceuticalsHousehold Equipment, Furniture And…Clothing & AccessoriesTelecommunicationsFinance, Insurance, BrokerageAutomotiveFoodTravel, Tourism, Hotels & RestaurantsTrade*Exact average CTR values per sector areavailable in paid version of the reportSource: gemiusDirectEffect 2011 H2
  24. 24. gemiusAdMonitor//Share of ad impressions by sector - Poland25,8%17,9%14,2%10,1%7,8%5,6%4,0%2,9%2,7%2,2%1,6%0,8%0,7%0,6%0,3%0,2% 2,8%TelecommunicationsTradeFinance, Insurance, BrokerageAutomotiveMedia, Books, CD & DVDPersonal Care and HygieneFoodTravel, Tourism, Hotels & RestaurantsLeisure TimeBeverages and AlcoholHousehold Equipment, Furniture And DecorationsPharmaceuticalsClothing & AccessoriesComputers and Audio VideoReal EstateHousehold ProductsOtherSource: gemiusDirectEffect 2011 H2
  25. 25. gemiusAdMonitor//Ranking of the sectors with highest average CTR –Poland*Household ProductsFoodLeisure TimeBeverages and AlcoholPersonal Care and HygieneTelecommunicationsMedia, Books, CD & DVDClothing & AccessoriesHousehold Equipment, Furniture And DecorationsAutomotivePharmaceuticalsTravel, Tourism, Hotels & RestaurantsTradeComputers and Audio VideoFinance, Insurance, BrokerageReal Estate*Exact average CTR values per sector areavailable in paid version of the reportSource: gemiusDirectEffect 2011 H2
  26. 26. gemiusAdMonitor//Share of ad impressions by sector - Romania25,5%13,8%12,8%11,6%7,0%4,3%4,3%2,4%2,0%1,9%1,9%1,5%1,2%0,7%0,4%0,4% 8,4%TradeFinance, Insurance, BrokerageLeisure TimeTelecommunicationsAutomotiveMedia, Books, CD & DVDBeverages and AlcoholReal EstateFoodPersonal Care and HygieneTravel, Tourism, Hotels & RestaurantsComputers and Audio VideoHousehold Equipment, Furniture And DecorationsPharmaceuticalsClothing & AccessoriesHousehold ProductsOtherSource: gemiusDirectEffect/AdOcean 2011 H2
  27. 27. gemiusAdMonitor//Ranking of the sectors with highest average CTR –Romania*Clothing & AccessoriesLeisure TimeFoodMedia, Books, CD & DVDPersonal Care and HygieneBeverages and AlcoholHousehold ProductsAutomotiveHousehold Equipment, Furniture And DecorationsTravel, Tourism, Hotels & RestaurantsTelecommunicationsReal EstatePharmaceuticalsComputers and Audio VideoTradeFinance, Insurance, Brokerage*Exact Average CTR values per sector areavailable in paid version of the reportSource: gemiusDirectEffect/AdOcean 2011 H2
  28. 28. gemiusAdMonitor//Share of ad impressions by sector - Slovakia32,2%11,9%11,4%6,6%6,4%5,7%4,1%3,3%2,5%2,1%0,8%0,7%0,6%0,5%0,3%0,1% 10,8%Finance, Insurance, BrokeragePersonal Care and HygieneTelecommunicationsTradeFoodAutomotiveClothing & AccessoriesBeverages and AlcoholMedia, Books, CD & DVDHousehold Equipment, Furniture And DecorationsComputers and Audio VideoHousehold ProductsPharmaceuticalsReal EstateTravel, Tourism, Hotels & RestaurantsLeisure TimeOtherSource: gemiusDirectEffect/AdOcean 2011 H2
  29. 29. gemiusAdMonitor//Ranking of the sectors with highest average CTR –Slovakia*TelecommunicationsHousehold ProductsAutomotiveBeverages and AlcoholFinance, Insurance, BrokerageClothing & AccessoriesReal EstatePharmaceuticalsHousehold Equipment, Furniture And DecorationsFoodTradeLeisure TimeTravel, Tourism, Hotels & RestaurantsMedia, Books, CD & DVDPersonal Care and HygieneComputers and Audio Video*Exact average CTR values per sector areavailable in paid version of the reportSource: gemiusDirectEffect/AdOcean 2011 H2
  30. 30. About the report 3Most popular advertising forms 5Chosen market sectors 17Methodology and definitions 30
  31. 31. Methodology//• The source of the data is the gemiusDirectEffect research, which is one of the mostfrequently used advertisement monitoring systems in the CEE region. On some markets(Romania and Bulgaria) the source of data is also Gemius adserver – AdOcean.• Formats typical for mailing were excluded from the research.• All campaigns that took place in the scrutinised quarter were included in the research,except those with less than 1000 impressions recorded in the analysed period.• The presented data on ad impressions concerns cookie impressions.• 17 market sectors were distinguished for the research.• In the most popular sectors, the ‘others’ category includes all branches with the valueof occurrence below 5.Methodology
  32. 32. Definitions of concepts//Definitions of terms (1/2)• Creative – a graphic, static or dynamic, advertisement placed on websites• Creative form – a type of creative; the different names of creative forms depend on thesize and the manner in which they are displayed (e.g. Scroll, Expand, toplayer).• Ad format – the size of a creative expressed in pixels (e.g. 300x300).• Ad impression – a single instance of a creative being displayed.• Campaign – a marketing campaign in which specific creatives are displayed.• Most often used ad formats – the relation between the number of each of creativesbeing one of 15 most popular forms of creatives to the overall number of creatives.• Average number of impressions per creative for given ad formats – average number ofcookie impressions per creative in a given creative form.• Average number of ad impressions per campaign by sectors – the number of cookieimpressions for a given sector by the number of campaigns in these sectors.• Average number of clicks per creative for given ad formats – average number ofcookie clicks per creative in a given creative form.
  33. 33. Definitions of concepts//Definitions of terms (2/2)• Average CTR (Click Through Ratio) – average of quotients (cookie clicks/cookieimpressions) for each creative of a given ad format.• Share of campaigns using specific ad formats – the percentage of campaigns that use agiven creative format in the total number of campaigns.• Share of campaigns by sectors - the percentage of campaigns in a given sector in thetotal number of campaigns.• Share of ad impressions by sectors – the percentage of cookie impressions for a givensector in the total number of impressions.• Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in thetotal number of clicks.• Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in thetotal number of clicks.• Most often used ad formats by sectors – top three most often used ad formats inparticular sectors.
  34. 34. About Gemius//• a global company and the no. 1 choice in EMEA, provides consultancy and expertise onconsumer behaviour in the digital world• ‘one stop shop’ for everyone who needs to measure a website, plan and deliver effective onlinecampaigns or use the internet as a communication channelGemius – gemiusAdMonitor provider
  35. 35. Join us @:Facebook.com/GemiusGroupTwitter.com/GemiusSlideshare.net/Gemius_comYouTube.com/wwwGemiusComContact: Media contact:Global PR & Communications DirectorMarta Klepkamarta.klepka@gemius.compress@gemius.comgemiusDirectEffect Product ManagerTamas Acstamas.acs@gemius.com

×