gemiusAdMonitor 2012 H1 short version

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gemiusAdMonitor 2012 H1 short version

  1. 1. gemiusAdMonitor reportWarsaw, November 2012The most popular andeffective display adsH1 2012BulgariaCroatiaCzech Rep.HungaryLatviaLithuaniaPolandRomaniaSerbiaSlovakia
  2. 2. ContentAbout the report 3Most popular advertising forms 5Chosen market sectors 27Methodology and definitions 48
  3. 3. About the report 3Most popular advertising forms 5Chosen market sectors 27Methodology and definitions 48
  4. 4. gemiusAdMonitor//gemiusAdMonitor, 2012.01.01 – 2012.06.30About 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 27Methodology and definitions 48
  6. 6. gemiusAdMonitor//Average CTR by countrySource: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)0,62%0,56%0,35%0,32%0,30%0,30%0,29%0,27%0,26%0,15%0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70%PolandSlovakiaCzech Rep.BulgariaLatviaRomaniaCroatiaHungaryLithuaniaSerbia
  7. 7. gemiusAdMonitor//Share of campaigns using specific ad format types*– BulgariaSource: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)(*) – percentage points do not add up to 100% since one campaign can use multiple formats.90,8%18,2%7,3% 5,5%1,1% 0,3%0,00%0,20%0,40%0,60%0,80%1,00%1,20%1,40%0,0%10,0%20,0%30,0%40,0%50,0%60,0%70,0%80,0%90,0%100,0%RegularBannersWallpaper Video Expand Preroll xHtmlAverageCTRCampaignshare
  8. 8. gemiusAdMonitor//Share of campaigns using specific ad format types*– CroatiaSource: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)(*) – percentage points do not add up to 100% since one campaign can use multiple formats.86,2%18,8%5,2%1,8% 1,1% 1,1%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%RegularBannersWallpaper Expand Preroll Video ToplayerAverageCTRCampaignshare
  9. 9. gemiusAdMonitor//Share of campaigns using specific ad format types*– Czech Rep.Source: gemiusDirectEffect 2012 H1Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)(*) – percentage points do not add up to 100% since one campaign can use multiple formats.89,9%19,6%3,1% 1,9% 1,4%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%RegularBannersVideo Interstitial Brandmark ToplayerAverageCTRCampaignshare
  10. 10. gemiusAdMonitor//Share of campaigns using specific ad format types*– HungarySource: gemiusDirectEffect 2012 H1Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)(*) – percentage points do not add up to 100% since one campaign can use multiple formats.97,7%14,1%8,9%5,6% 5,5% 5,2% 3,7% 2,6%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%AverageCTRCampaignshare
  11. 11. gemiusAdMonitor//Share of campaigns using specific ad format types*– LatviaSource: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)(*) – percentage points do not add up to 100% since one campaign can use multiple formats.95,4%4,4%1,7% 0,7%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%Regular Banners Toplayer Video ExpandAverageCTRCampaignshare
  12. 12. gemiusAdMonitor//Share of campaigns using specific ad format types*– LithuaniaSource: AdOcean 2012 H1Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)(*) – percentage points do not add up to 100% since one campaign can use multiple formats.88,4%8,3% 8,3% 8,2%2,2% 1,6%0,00%0,20%0,40%0,60%0,80%1,00%1,20%1,40%1,60%0,0%10,0%20,0%30,0%40,0%50,0%60,0%70,0%80,0%90,0%100,0%RegularBannersArticle Wallpaper Video Preroll ExpandAverageCTRCampaignshare
  13. 13. gemiusAdMonitor//Share of campaigns using specific ad format types*– PolandSource: gemiusDirectEffect 2012 H1Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)(*) – percentage points do not add up to 100% since one campaign can use multiple formats.55,8%25,5%20,7%14,9%11,3% 10,6%7,9%5,8%3,2%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%AverageCTRCampaignshare
  14. 14. gemiusAdMonitor//Share of campaigns using specific ad format types*– RomaniaSource: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)(*) – percentage points do not add up to 100% since one campaign can use multiple formats.94,2%19,4%3,9% 3,7% 2,1% 2,0% 0,9%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%RegularBannersInterstitial Expand Video Preroll Brandmark ToplayerAverageCTRCampaignshare
  15. 15. gemiusAdMonitor//Share of campaigns using specific ad format types*– SerbiaSource: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)(*) – percentage points do not add up to 100% since one campaign can use multiple formats.95,0%5,8%3,6% 2,0% 1,6%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%RegularBannersVideo Wallpaper Toplayer ExpandAverageCTRCampaignshare
  16. 16. gemiusAdMonitor//Share of campaigns using specific ad format types*– Slovakia(*) – percentage points do not add up to 100% since one campaign can use multiple formats.90,6%8,3% 6,9%3,8% 3,5%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%RegularBannersVideo Expand Preroll InterstitialAverageCTRCampaignshareSource: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
  17. 17. gemiusAdMonitor//Top 5 most popular ad formats – Share of campaigns (1/5)Source: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners53,3%13,9%13,8%10,7%4,4%49,3%29,4%26,8%3,9%3,7%0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0%300x250728x90300x600750x100468x60300x250728x90970x250300x100984x200BulgariaCroatia
  18. 18. gemiusAdMonitor//Top 5 most popular ad formats – Share of campaigns (2/5)43,1%39,2%30,4%26,9%26,1%63,3%57,9%48,6%43,9%28,6%0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0%300x300300x600970x210300x250418x120300x250728x90468x120250x250310x232CzechRep.HungarySource: gemiusDirectEffect 2012 H1Analysed ads: Regular banners
  19. 19. gemiusAdMonitor//Top 5 most popular ad formats – Share of campaigns (3/5)22,49%16,23%7,10%4,53%2,16%20,7%19,2%7,6%5,5%5,1%0,0% 5,0% 10,0% 15,0% 20,0% 25,0%250x250995x100980x90420x200260x110300x250250x500300x600750x100980x200LatviaLithuaniaSource: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners
  20. 20. gemiusAdMonitor//Top 5 most popular ad formats – Share of campaigns (4/5)53,3%31,4%16,9%15,9%11,5%75,1%67,9%35,7%3,6%1,8%0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0%750x200300x250750x300300x600160x600300x250728x90160x600980x100947x100PolandRomaniaSource: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners
  21. 21. gemiusAdMonitor//Top 5 most popular ad formats – Share of campaigns (5/5)Source: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners73,3%40,9%7,1%3,0%1,7%65,1%6,6%4,4%4,1%2,3%0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0%300x250728x90468x60160x600300x300300x300160x600120x600950x100950x200SerbiaSlovakia
  22. 22. gemiusAdMonitor//Top 5 most popular ad formats – Average CTR (1/5)0,25%0,23%0,21%0,15%0,12%0,31%0,30%0,15%0,11%0,08%0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35%300x600750x100300x250728x90468x60984x200970x250300x250728x90300x100BulgariaCroatiaSource: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners
  23. 23. gemiusAdMonitor//Top 5 most popular ad formats – Average CTR (2/5)0,24%0,18%0,17%0,13%0,09%0,14%0,11%0,10%0,10%0,09%0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30%300x600970x210418x120300x300300x250300x250310x232728x90468x120250x250CzechRep.HungarySource: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners
  24. 24. gemiusAdMonitor//Top 5 most popular ad formats – Average CTR (3/5)0,25%0,18%0,14%0,11%0,09%0,20%0,19%0,17%0,13%0,13%0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30%260x110995x100980x90420x200250x250750x100300x600250x500980x200300x250LatviaLithuaniaSource: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners
  25. 25. gemiusAdMonitor//Top 5 most popular ad formats – Average CTR (4/5)0,28%0,17%0,16%0,15%0,14%0,24%0,22%0,17%0,14%0,12%0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30%750x300300x250750x200300x600160x600947x100980x100728x90300x250160x600PolandRomaniaSource: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners
  26. 26. gemiusAdMonitor//Top 5 most popular ad formats – Average CTR (5/5)Source: gemiusDirectEffect/AdOcean 2012 H1Analysed ads: Regular banners0,77%0,28%0,13%0,12%0,11%0,52%0,38%0,25%0,21%0,15%0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70% 0,80% 0,90%300x300160x600728x90300x250468x60300x300950x200160x600950x100120x600SerbiaSlovakia
  27. 27. About the report 3Most popular advertising forms 5Chosen market sectors 27Methodology and definitions 48
  28. 28. gemiusAdMonitor//Share of ad impressions by sectors– BulgariaSource: gemiusDirectEffect/AdOcean 2012 H122,0%10,3%8,5%6,9%5,8%4,0%4,0%3,9%3,8%3,6%3,6%2,9%2,0%1,1%0,2%17,6%AutomotiveFinance,Insurance,BrokeragePharmaceuticalsPersonalCare andHygieneMedia,Books,CD& DVDLeisure TimeTradeFoodClothing& AccessoriesTelecommunicationsBeveragesandAlcoholHouseholdEquipment,Furniture AndDecorationsComputersandAudioVideoTravel,Tourism, Hotels & RestaurantsRealEstateOther
  29. 29. gemiusAdMonitor//Average CTR by sectors– BulgariaPersonal Care and HygieneFoodHousehold Equipment, Furniture And DecorationsBeverages and AlcoholReal EstateFinance, Insurance, BrokerageTravel, Tourism, Hotels & RestaurantsTelecommunicationsPharmaceuticalsAutomotiveComputers and Audio VideoMedia, Books, CD & DVDClothing & AccessoriesLeisure TimeTradeSource: gemiusDirectEffect/AdOcean 2012 H1
  30. 30. gemiusAdMonitor//Share of ad impressions by sectors– CroatiaSource: gemiusDirectEffect/AdOcean 2012 H122,0%18,6%13,9%12,7%7,3%5,7%3,7%2,7%2,4%2,1%1,2%0,2%7,4%Media,Books,CD& DVDAutomotiveTelecommunicationsFinance,Insurance,BrokeragePersonalCare andHygieneBeveragesandAlcoholTravel,Tourism,Hotels & RestaurantsFoodClothing& AccessoriesComputersandAudioVideoLeisure TimePharmaceuticalsOther
  31. 31. gemiusAdMonitor//Average CTR by sectors– CroatiaSource: gemiusDirectEffect/AdOcean 2012 H1Clothing & AccessoriesPharmaceuticalsFoodPersonal Care and HygieneAutomotiveTelecommunicationsFinance, Insurance, BrokerageComputers and Audio VideoLeisure TimeBeverages and AlcoholTravel, Tourism, Hotels & RestaurantsMedia, Books, CD & DVD
  32. 32. gemiusAdMonitor//Share of ad impressions by sectors– Czech Rep.Source: gemiusDirectEffect 2012 H142,5%13,7%9,2%6,4%3,8%3,3%2,6%2,5%2,3%1,6%1,2%1,1%1,1%1,0%0,7%7,0%Finance,Insurance,BrokerageAutomotiveTelecommunicationsTravel,Tourism, Hotels & RestaurantsPersonalCare andHygieneFoodTradeHouseholdEquipment,Furniture AndDecorationsBeveragesandAlcoholRealEstateClothing& AccessoriesLeisure TimeHouseholdProductsPharmaceuticalsComputersandAudioVideoOther
  33. 33. gemiusAdMonitor//Average CTR by sectors– Czech Rep.FoodBeverages and AlcoholTradePersonal Care and HygieneHousehold Equipment, Furniture And DecorationsClothing & AccessoriesAutomotivePharmaceuticalsHousehold ProductsTelecommunicationsComputers and Audio VideoFinance, Insurance, BrokerageTravel, Tourism, Hotels & RestaurantsLeisure TimeReal EstateSource: gemiusDirectEffect 2012 H1
  34. 34. gemiusAdMonitor//Share of ad impressions by sectors– Hungary24,5%22,5%11,4%8,3%4,9%4,8%4,1%3,5%3,1%2,5%2,0%1,6%1,2%0,8%0,7%0,6%3,5%TelecommunicationsFinance,Insurance,BrokerageAutomotiveFoodLeisure TimePersonalCare andHygienePharmaceuticalsTradeTravel,Tourism, Hotels & RestaurantsComputersandAudioVideoBeveragesandAlcoholHouseholdEquipment,Furniture AndDecorationsMedia,Books,CD& DVDHouseholdProductsClothing& AccessoriesRealEstateOtherSource: gemiusDirectEffect 2012 H1
  35. 35. gemiusAdMonitor//Average CTR by sectors– HungaryFoodPersonal Care and HygieneComputers and Audio VideoHousehold ProductsMedia, Books, CD & DVDAutomotiveLeisure TimeHousehold Equipment, Furniture And DecorationsClothing & AccessoriesBeverages and AlcoholTradeFinance, Insurance, BrokerageTelecommunicationsPharmaceuticalsTravel, Tourism, Hotels & RestaurantsReal EstateSource: gemiusDirectEffect 2012 H1
  36. 36. gemiusAdMonitor//Share of ad impressions by sectors– LatviaSource: gemiusDirectEffect/AdOcean 2012 H114,0%12,6%11,8%8,8%8,0%6,8%4,8%4,7%3,3%3,2%2,1%0,9%0,7%0,5%17,8%Travel,Tourism, Hotels & RestaurantsTradeAutomotiveLeisure TimeFinance,Insurance,BrokerageTelecommunicationsPersonalCare andHygieneHouseholdEquipment,Furniture AndDecorationsBeveragesandAlcoholFoodComputersandAudioVideoMedia,Books,CD& DVDClothing& AccessoriesPharmaceuticalsOther
  37. 37. gemiusAdMonitor//Average CTR by sectors– LatviaSource: gemiusDirectEffect/AdOcean 2012 H1FoodTelecommunicationsBeverages and AlcoholClothing & AccessoriesFinance, Insurance, BrokeragePersonal Care and HygieneAutomotiveTradeHousehold Equipment, Furniture And DecorationsPharmaceuticalsComputers and Audio VideoTravel, Tourism, Hotels & RestaurantsLeisure TimeMedia, Books, CD & DVD
  38. 38. gemiusAdMonitor//Share of ad impressions by sectors– LithuaniaSource: AdOcean 2012 H114,8%12,4%9,1%8,8%6,7%5,1%4,1%3,9%3,6%3,4%3,3%3,0%2,1%1,3%0,6%17,8%TradeLeisure TimeAutomotiveFinance,Insurance,BrokerageMedia,Books,CD& DVDBeveragesandAlcoholTravel,Tourism, Hotels & RestaurantsRealEstateClothing& AccessoriesPharmaceuticalsTelecommunicationsHouseholdEquipment,Furniture AndDecorationsComputersandAudioVideoFoodPersonalCare andHygieneHouseholdProductsOther
  39. 39. gemiusAdMonitor//Average CTR by sectors– LithuaniaTelecommunicationsFoodAutomotiveLeisure TimeMedia, Books, CD & DVDPersonal Care and HygienePharmaceuticalsBeverages and AlcoholClothing & AccessoriesFinance, Insurance, BrokerageComputers and Audio VideoReal EstateTradeTravel, Tourism, Hotels & RestaurantsHousehold Equipment, Furniture And DecorationsHousehold ProductsSource: AdOcean 2012 H1
  40. 40. gemiusAdMonitor//Share of ad impressions by sectors– PolandSource: gemiusDirectEffect/AdOcean 2012 H126,3%10,3%9,9%6,9%6,6%6,4%5,8%5,2%4,9%3,3%3,1%3,1%2,2%1,8%0,2%0,1%3,7%TelecommunicationsAutomotiveFinance,Insurance,BrokerageTradePersonalCare andHygieneFoodTravel,Tourism, Hotels & RestaurantsMedia,Books,CD& DVDHouseholdEquipment,Furniture AndDecorationsBeveragesandAlcoholClothing& AccessoriesPharmaceuticalsComputersandAudioVideoLeisure TimeHouseholdProductsRealEstateOther
  41. 41. gemiusAdMonitor//Average CTR by sectors– PolandSource: gemiusDirectEffect/AdOcean 2012 H1Leisure TimeFoodTravel, Tourism, Hotels & RestaurantsPersonal Care and HygieneBeverages and AlcoholMedia, Books, CD & DVDHousehold ProductsPharmaceuticalsTelecommunicationsComputers and Audio VideoClothing & AccessoriesAutomotiveFinance, Insurance, BrokerageTradeHousehold Equipment, Furniture And DecorationsReal Estate
  42. 42. gemiusAdMonitor//Share of ad impressions by sectors– RomaniaSource: gemiusDirectEffect/AdOcean 2012 H123,6%10,7%10,4%9,9%6,4%5,1%3,6%3,1%2,9%2,4%2,1%1,3%0,8%0,6%0,4%0,2%16,5%TradeLeisure TimeFinance,Insurance,BrokerageAutomotiveMedia,Books,CD& DVDTelecommunicationsFoodRealEstatePharmaceuticalsTravel,Tourism, Hotels & RestaurantsBeveragesandAlcoholPersonalCare andHygieneComputersandAudioVideoHouseholdEquipment,Furniture AndDecorationsHouseholdProductsClothing& AccessoriesOther
  43. 43. gemiusAdMonitor//Average CTR by sectors– RomaniaSource: gemiusDirectEffect/AdOcean 2012 H1Leisure TimeFoodClothing & AccessoriesBeverages and AlcoholHousehold ProductsPersonal Care and HygieneComputers and Audio VideoMedia, Books, CD & DVDHousehold Equipment, Furniture And DecorationsTradeReal EstateTravel, Tourism, Hotels & RestaurantsAutomotivePharmaceuticalsTelecommunicationsFinance, Insurance, Brokerage
  44. 44. gemiusAdMonitor//Share of ad impressions by sectors– SerbiaSource: gemiusDirectEffect/AdOcean 2012 H125,5%22,7%9,2%8,5%7,3%5,8%5,3%4,4%2,7%2,2%1,9%1,1%0,8%0,7%0,4%1,6%Media,Books,CD& DVDTelecommunicationsAutomotiveFinance,Insurance,BrokerageTravel,Tourism, Hotels & RestaurantsBeveragesandAlcoholPersonalCare andHygieneTradeHouseholdEquipment,Furniture AndDecorationsFoodLeisure TimePharmaceuticalsClothing& AccessoriesComputersandAudioVideoRealEstateOther
  45. 45. gemiusAdMonitor//Average CTR by sectors– SerbiaSource: gemiusDirectEffect/AdOcean 2012 H1Clothing & AccessoriesPharmaceuticalsHousehold Equipment, Furniture And DecorationsBeverages and AlcoholPersonal Care and HygieneTravel, Tourism, Hotels & RestaurantsAutomotiveFinance, Insurance, BrokerageTelecommunicationsFoodReal EstateComputers and Audio VideoTradeMedia, Books, CD & DVDLeisure Time
  46. 46. gemiusAdMonitor//Share of ad impressions by sectors– SlovakiaSource: gemiusDirectEffect/AdOcean 2012 H129,7%22,1%11,2%5,7%4,8%4,0%3,3%3,2%1,4%1,2%0,7%0,6%0,4%0,2%0,2%0,1%10,9%TelecommunicationsFinance,Insurance,BrokerageAutomotivePersonalCare andHygieneBeveragesandAlcoholTradeHouseholdEquipment,Furniture AndDecorationsFoodPharmaceuticalsClothing& AccessoriesHouseholdProductsComputersandAudioVideoTravel,Tourism, Hotels & RestaurantsRealEstateMedia,Books,CD& DVDLeisure TimeOther
  47. 47. gemiusAdMonitor//Average CTR by sectors– SlovakiaSource: gemiusDirectEffect/AdOcean 2012 H1TelecommunicationsHousehold ProductsFinance, Insurance, BrokerageReal EstateAutomotiveFoodPersonal Care and HygienePharmaceuticalsBeverages and AlcoholHousehold Equipment, Furniture And DecorationsClothing & AccessoriesTradeTravel, Tourism, Hotels & RestaurantsMedia, Books, CD & DVDComputers and Audio VideoLeisure Time
  48. 48. About the report 3Most popular advertising forms 5Chosen market sectors 27Methodology and definitions 48
  49. 49. Methodology//• The source of the data is gemiusDirectEffect/AdOcean research, which is one of themost 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 definedin the research and all other sectors where the number of campaigns from that sectorwas smaller than 5 in the analyzed period.Methodology (1/2)
  50. 50. Methodology//• 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, mineralwater, 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 careproducts, 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, travelagencies)– OtherMethodology (2/2)
  51. 51. Definitions of concepts//Definitions 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 andtype was not recognized.• Regular Banners – advertising type consisting of ad formats (creatives expressed inpixels).• 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.
  52. 52. Definitions of concepts//Definitions of concepts (2/2)• Most often used ad format types – most popular format types determined by thenumber 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 / 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.• Most often used ad formats by sectors – top three most often used ad formats inparticular sectors.
  53. 53. Join us @:Facebook.com/GemiusGroupTwitter.com/GemiusSlideshare.net/Gemius_comYouTube.com/wwwGemiusComContact: Press contact:Gemius SAWołoska 7 Street02-675 Warsaw, PLwww.gemius.comInternational Marketing Departmentmarketing@gemius.comInternational Agency Segment ManagerTamas Acstamas.acs@gemius.com
  54. 54. 54JIC Standard: Poland, CzechRepublic, Slovakia, Hungary,Slovenia, Turkey, Israel,Denmark, Ukraine, Belarus.De facto currency: Lithuania,Latvia, Estonia, Bulgaria, Bosnia,CroatiaStart-up: Russia, Serbia, MENA(UAE, KSI, Egypt, Lebanon,Jordan, Syria, Kuwait, Morocco,Tunisia)Gemius as the currency in online measurement

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