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The 'GemiusAdMonitor' report provides insights into the most popular online ad formats and their effectiveness across the Czech Republic, Hungary, Poland, and Slovakia. It includes data on average impressions, clicks, and click-through rates (CTR) by sector, along with the ranking of advertising formats. The report is based on the GemiusDirectEffect research, the leading online advertisement monitoring system in the Central and Eastern European region.

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01 gemiusAdMonitor / // gemiusAdMonitor Czech Republic, Hungary, Poland, Slovakia 01101 011010 1 The most popular and effective display ads 010 001 110101 0 1 0 0 0 1 0 1 0 1 111 001 001 0 0 10 1 0 1 0 1 0 0 1 011 0 110 1 0 01 001001 0 1 0 1 0 0 1 0101 0 1 01 0 010 0 1 0 1 0 01 1 0 1 10 1 0 0 1 0 1 01 0011 0 1 0 1 0100 0001011 01 0101 001010101 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 010101 0100 0001011 01 0 1 0 0 1 0 10 1 0 10 1 0 1 0101 0001 01 0 110 1 1 000 100 1 0 0 1 0 1 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 H1 2011
02 gemiusAdMonitor / gemiusAdMonitor // About the report gemiusAdMonitor is a periodic report prepared by Gemius. The source of data is the gemiusDirectEffect 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 01101 – – Average CTR for specific sectors 010 00101 110101 – Average number of ad impressions per campaign by specific sectors 0101 001001 – Average number of ad clicks per campaign by specific sectors 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 – Most often used ad formats by sectors 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001
03 gemiusAdMonitor / // Contents Page 04 Most popular ad formats Page 22 Chosen market sectors Page 31 Methodology and Definitions 01101 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001
04 gemiusAdMonitor / // Most popular ad formats 01101 011010 1 010 001 110101 0 1 0 1 0 0 1 0 1 0 0 0 1 0 1 0 1 111 001 001 0 0 10 1 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0 110 1 0 01 001001 0 1 0 1 0 0 1 0 1 0 1 0 0 1 0101 0 1 01 0 010 0 1 0 1 01 011 0101 0 1 0 1 10 1 0 0 1 0 1 01 0011 001010101 0 1 0 1 0100 0001011 01 0 1 0 1 0 0 1 0101 001010101 0101 001010101 010101 010 10101 0100 011 01 010101 0100 0 1 0 1 0 0 1 0 1 0 1 0 1 0001011 01 010 10101 0 1 0 0 1 0 10 1 0 10 1 0 1 0101 0001 01 0 1 0 1 0 0 1 0 1 0 1 0 1 0 110 1 1 000 100 1 0 0 1 0 1 0 1 0 1 0 0 1 0 1 0 1 0 1 0101 001001 010101 0101 01000101 0101 0101 001001 0101 001010101
05 gemiusAdMonitor / H1 2011 // Average CTR by country 0,70% 0,59% 0,60% 0,50% 0,46% 0,40% 0,30% 0,30% 0,25% 0,20% 0,10% 01101 0,00% 010 00101 110101 Slovakia Poland Czech Rep. Hungary 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.) Source: gemiusDirectEffect 2011 H1
06 gemiusAdMonitor / H1 2011 // Top 3 most popular ad formats - Share of campaigns 300x300 81,9% Slovakia 728x90 8,3% 250x250 12,4% 728x90 54,6% Hungary 300x250 51,9% 250x250 55,0% 300x300 49,9% Czech Rep. 480x300 34,9% 01101 300x600 27,4% 010 00101 110101 0101 001001 750x200 50,1% Poland 0 1 0 1 0 0 1 011 0 1 0 1 0 0 1 0101 300x250 27,8% 0101 001010101 010101 0100 0001011 0101 001010101 01 750x300 21,1% 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
07 gemiusAdMonitor / H1 2011 // Average CTR - Top 3 most popular ad formats (Slovakia) Average CTR – 0,28% 0,24% 300x300 0,10% 728x90 0,12% 250x250 01101 0,08% 0,12% 0,16% 0,20% 0,24% 0,28% 0,32% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
08 gemiusAdMonitor / H1 2011 // Average CTR - Top 3 most popular ad formats (Hungary) Average CTR – 0,19% 0,17% 728x90 300x250 0,20% 0,13% 250x250 01101 0,10% 0,12% 0,14% 0,16% 0,18% 0,20% 0,22% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
09 gemiusAdMonitor / H1 2011 // Average CTR - Top 3 most popular ad formats (Czech Rep.) Average CTR – 0,20% 0,14% 300x300 0,20% 480x300 300x600 0,34% 01101 0,12% 0,16% 0,20% 0,24% 0,28% 0,32% 0,36% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
010 gemiusAdMonitor / H1 2011 // Average CTR - Top 3 most popular ad formats (Poland) Average CTR – 0,19% 750x200 0,21% 0,14% 300x250 750x300 0,25% 01101 0,12% 0,14% 0,16% 0,18% 0,20% 0,22% 0,24% 0,26% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
011 gemiusAdMonitor / H1 2011 // Top ad formats by average CTR - Slovakia 990x200 0,33% Slovakia 468x300 0,26% 01101 300x300 0,24% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
012 gemiusAdMonitor / H1 2011 // Top ad formats by average CTR - Hungary 214x200 0,61% Hungary 750x90 0,47% 01101 980x100 0,27% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 010 10101 0101 001010101 0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70% 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
013 gemiusAdMonitor / H1 2011 // Top ad formats by average CTR – Czech Rep. 300x600 0,34% Czech Rep. 970x210 0,24% 01101 418x120 0,23% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40% 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
014 gemiusAdMonitor / H1 2011 // Top ad formats by average CTR - Poland 750x300 0,25% Poland 970x300 0,24% 01101 950x200 0,24% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 010 10101 0101 001010101 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
015 gemiusAdMonitor / H1 2011 // Average CTR by ad area (in pixels) - Slovakia 0,35% 0,30% 0,25% 0,20% 0,15% 0,10% 01101 0,05% 010 00101 110101 0101 001001 0,00% 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Average CTR (by ad area in pixels) Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
016 gemiusAdMonitor / H1 2011 // Average CTR by ad area (in pixels) - Hungary 0,70% 0,60% 0,50% 0,40% 0,30% 0,20% 0,10% 01101 010 00101 110101 0,00% 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 Average CTR (by ad area in pixels) 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
017 gemiusAdMonitor / H1 2011 // Average CTR by ad area (in pixels) – Czech Rep. 0,40% 0,35% 0,30% 0,25% 0,20% 0,15% 0,10% 01101 0,05% 010 00101 110101 0,00% 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Average CTR (by ad area in pixels) Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
018 gemiusAdMonitor / H1 2011 // Average CTR by ad area (in pixels) - Poland 0,30% 0,25% 0,20% 0,15% 0,10% 0,05% 01101 010 00101 110101 0,00% 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 Average CTR (by ad area in pixels) 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
019 gemiusAdMonitor / // Chosen market sectors 01101 011010 1 010 001 110101 0 1 0 1 0 0 1 0 1 0 0 0 1 0 1 0 1 111 001 001 0 0 10 1 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0 110 1 0 01 001001 0 1 0 1 0 0 1 0 1 0 1 0 0 1 0101 0 1 01 0 010 0 1 0 1 01 011 0101 0 1 0 1 10 1 0 0 1 0 1 01 0011 001010101 0 1 0 1 0100 0001011 01 0 1 0 1 0 0 1 0101 001010101 0101 001010101 010101 010 10101 0100 011 01 010101 0100 0 1 0 1 0 0 1 0 1 0 1 0 1 0001011 01 010 10101 0 1 0 0 1 0 10 1 0 10 1 0 1 0101 0001 01 0 1 0 1 0 0 1 0 1 0 1 0 1 0 110 1 1 000 100 1 0 0 1 0 1 0 1 0 1 0 0 1 0 1 0 1 0 1 0101 001001 010101 0101 01000101 0101 0101 001001 0101 001010101
020 gemiusAdMonitor / H1 2011 // Share of ad impressions by sector - Slovakia 1,3% Finance, Insurance, Brokerage 0,6% 0,4% Telecommunications 0,3% 8,3% Automotive 2,4% Food 2,8% 29,4% Trade 3,6% Beverages and Alcohol 4,9% Personal Care and Hygiene Travel, Tourism, Hotels & Restaurants 7,0% Pharmaceuticals 01101 Clothing & Accessories 9,1% 010 00101 110101 20,2% Household Equipment, Furniture And Decorations 0101 001001 9,8% Real Estate 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 Computers and Audio Video 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 Other 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
021 gemiusAdMonitor / H1 2011 // Average CTR by sector - Slovakia Clothing & Accessories 1,50% Telecommunications 1,11% Personal Care and Hygiene 0,76% Automotive 0,71% Food 0,71% Real Estate 0,53% Household Equipment, Furniture And Decorations 0,53% Trade 0,49% Beverages and Alcohol 0,44% 01101 Pharmaceuticals 0,44% 010 00101 110101 Finance, Insurance, Brokerage 0,32% 0101 001001 Computers and Audio Video 0,22% 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 Travel, Tourism, Hotels & Restaurants 0,16% 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 0,0% 0,2% 0,4% 0,6% 0,8% 1,0% 1,2% 1,4% 1,6% 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
022 gemiusAdMonitor / H1 2011 // Share of ad impressions by sector - Hungary 1,4% Finance, Insurance, Brokerage 0,4% 0,4% Telecommunications 0,4% 0,3% Automotive 0,3% 6,6% 1,7% Personal Care and Hygiene 1,8% Household Equipment, Furniture And Decorations 2,2% 31,4% Food 3,1% Pharmaceuticals 3,8% Beverages and Alcohol 4,9% Trade Media, Books, CD & DVD 5,1% Computers and Audio Video 01101 Real Estate Clothing & Accessories 010 00101 110101 13,2% 23,1% Travel, Tourism, Hotels & Restaurants 0101 001001 011 0101 0 1 0 1 0 0 1 Household Products 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 Leisure Time 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 Other 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
023 gemiusAdMonitor / H1 2011 // Average CTR by sector - Hungary Media, Books, CD & DVD 0,93% Clothing & Accessories 0,67% Food 0,55% Leisure Time 0,49% Trade 0,33% Automotive 0,32% Personal Care and Hygiene 0,28% Travel, Tourism, Hotels & Restaurants 0,28% Beverages and Alcohol 0,26% Telecommunications 0,20% Pharmaceuticals 0,20% 01101 Household Products 0,20% Finance, Insurance, Brokerage 0,20% 010 00101 110101 Household Equipment, Furniture And Decorations 0,19% 0101 001001 0 1 0 1 0 0 1 Computers and Audio Video 0,18% 011 0101 0 1 0 1 0 0 1 0101 001010101 Real Estate 0,15% 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 0,0% 0,2% 0,4% 0,6% 0,8% 1,0% 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
024 gemiusAdMonitor / H1 2011 // Share of ad impressions by sector – Czech Rep. 1,5% Finance, Insurance, Brokerage 1,4% 1,2% Telecommunications 0,6% 0,1% Automotive 7,3% Clothing & Accessories 1,9% Travel, Tourism, Hotels & Restaurants 2,3% 29,2% Food 3,1% Trade 4,9% Personal Care and Hygiene Household Products 5,4% Pharmaceuticals 5,6% Beverages and Alcohol 01101 Household Equipment, Furniture And Decorations 010 00101 110101 5,8% 18,8% Computers and Audio Video 0101 001001 10,8% 011 0101 0 1 0 1 0 0 1 Real Estate 0 1 0 1 0 0 1 001010101 010101 0101 Leisure Time 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 Other 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
025 gemiusAdMonitor / H1 2011 // Average CTR by sector – Czech Rep. Household Equipment, Furniture And Decorations 0,42% Personal Care and Hygiene 0,41% Real Estate 0,39% Computers and Audio Video 0,39% Beverages and Alcohol 0,38% Food 0,36% Clothing & Accessories 0,36% Finance, Insurance, Brokerage 0,33% Automotive 0,30% Household Products 0,29% Telecommunications 0,26% 01101 Travel, Tourism, Hotels & Restaurants 0,18% 010 00101 110101 Leisure Time 0,16% 0101 001001 0 1 0 1 0 0 1 Trade 0,16% 011 0101 0 1 0 1 0 0 1 0101 001010101 Pharmaceuticals 0,15% 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 0,0% 0,1% 0,2% 0,3% 0,4% 0,5% 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
026 gemiusAdMonitor / H1 2011 // Share of ad impressions by sector - Poland 0,8% Finance, Insurance, Brokerage 0,8% 0,7% Telecommunications 0,5% 0,4% Media, Books, CD & DVD 0,4% 9,1% 17,0% Trade 3,3% Personal Care and Hygiene Automotive 5,0% Food 5,7% Beverages and Alcohol 16,1% Travel, Tourism, Hotels & Restaurants Household Equipment, Furniture And Decorations 8,2% Computers and Audio Video 01101 Leisure Time 010 00101 110101 12,5% 9,3% Pharmaceuticals 0101 001001 0 1 0 1 0 0 1 10,0% Clothing & Accessories 011 0101 0 1 0 1 0 0 1 001010101 010101 0101 Household Products 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 Other 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
027 gemiusAdMonitor / H1 2011 // Average CTR by sector - Poland Food 0,83% Personal Care and Hygiene 0,80% Travel, Tourism, Hotels & Restaurants 0,63% Household Products 0,60% Leisure Time 0,59% Beverages and Alcohol 0,54% Telecommunications 0,49% Automotive 0,45% Clothing & Accessories 0,42% Media, Books, CD & DVD 0,41% Computers and Audio Video 0,41% 01101 Trade 0,39% 010 00101 110101 Pharmaceuticals 0,27% 0101 001001 0 1 0 1 0 0 1 Household Equipment, Furniture And Decorations 0,25% 011 0101 0 1 0 1 0 0 1 0101 001010101 Finance, Insurance, Brokerage 0,20% 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 0,0% 0,2% 0,4% 0,6% 0,8% 1,0% 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
028 gemiusAdMonitor / // Methodology and Definitions 01101 011010 1 010 001 110101 0 1 0 1 0 0 1 0 1 0 0 0 1 0 1 0 1 111 001 001 0 0 10 1 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0 110 1 0 01 001001 0 1 0 1 0 0 1 0 1 0 1 0 0 1 0101 0 1 01 0 010 0 1 0 1 01 011 0101 0 1 0 1 10 1 0 0 1 0 1 01 0011 001010101 0 1 0 1 0100 0001011 01 0 1 0 1 0 0 1 0101 001010101 0101 001010101 010101 010 10101 0100 011 01 010101 0100 0 1 0 1 0 0 1 0 1 0 1 0 1 0001011 01 010 10101 0 1 0 0 1 0 10 1 0 10 1 0 1 0101 0001 01 0 1 0 1 0 0 1 0 1 0 1 0 1 0 110 1 1 000 100 1 0 0 1 0 1 0 1 0 1 0 0 1 0 1 0 1 0 1 0101 001001 010101 0101 01000101 0101 0101 001001 0101 001010101
029 gemiusAdMonitor / gemiusAdMonitor // Methodological note • The source of the data is the gemiusDirectEffect research, which is one of the most frequently used advertisement monitoring systems in the CEE region. • Every campaign having place in the scrutinised quarter was included in the research, except the ones that had less than 1000 impressions in the analysed period. • The presented data on ad impressions concerns cookie impressions. • Average CTR (click through ratio) - an average of quotients (cookie clicks/cookie impressions) for each creative of a given ad format/sector. 01101 • 17 market sectors were distinguished for the research. 010 00101 110101 0101 001001 • For the most popular sectors the „others” category gathers all branches, for which frequency of occurrence was smaller than 5. 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001
030 gemiusAdMonitor / gemiusAdMonitor // Definitions (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 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 creatives being 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 of cookie impressions per creative in a given creative form. • Average number of clicks per creative for given ad formats – average number of cookie clicks per 01101 creative in a given creative form. 010 00101 110101 • Average CTR (click through ratio) – average of quotients (cookie clicks/cookie impressions) for 0101 001001 0 1 0 1 0 0 1 each creative of a given ad format. 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001
031 gemiusAdMonitor / gemiusAdMonitor // Definitions (2/2) • 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. • Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in the total number of clicks. 01101 • Average number of ad impressions per campaign by sectors – the number of cookie impressions for a given sector by the number of campaigns in these sectors. 010 00101 110101 • Average CTR (click through ratio) by sectors – average of quotients (cookie clicks/cookie 0101 001001 0 1 0 1 0 0 1 impressions) for each creative of a given sector. 011 0101 0 1 0 1 0 0 1 001010101 • 0101 010101 0100 0001011 01 Most often used ad formats by sectors – top three most often used ad formats in particular 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 sectors. 01000101 0101 0101 001001
032 gemiusAdMonitor / // To purchase the report for any of the countries please contact: gemiusDirectEffect Product Manager Tamas Acs tamas.acs@gemius.com Gemius SA Wołoska 7 Street 02-675 Warsaw, PL www.gemius.com 01101 011010 1 010 001 110101 0 1 0 0 0 1 0 1 0 1 111 001 001 Press contact: 0 0 10 1 0 1 0 1 0 0 1 International Marketing Director 011 0 110 1 0 1 0 1 0 0 1 0 01 001001 Marta Klepka 0101 0 1 01 0 010 0 1 0 1 01 0 1 10 1 0 0 1 0 1 01 0011 0 1 0 1 0100 0001011 0 1 01 marta.klepka@gemius.com 0101 001010101 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 010101 0100 0001011 01 0 1 0 0 1 0 10 1 0 10 1 0 1 0101 0001 01 marketing@gemius.com 0 110 1 1 000 100 1 0 0 1 0 1 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001

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gemius_admonitor_H1_2011

  • 1.
    01 gemiusAdMonitor / // gemiusAdMonitor Czech Republic, Hungary, Poland, Slovakia 01101 011010 1 The most popular and effective display ads 010 001 110101 0 1 0 0 0 1 0 1 0 1 111 001 001 0 0 10 1 0 1 0 1 0 0 1 011 0 110 1 0 01 001001 0 1 0 1 0 0 1 0101 0 1 01 0 010 0 1 0 1 0 01 1 0 1 10 1 0 0 1 0 1 01 0011 0 1 0 1 0100 0001011 01 0101 001010101 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 010101 0100 0001011 01 0 1 0 0 1 0 10 1 0 10 1 0 1 0101 0001 01 0 110 1 1 000 100 1 0 0 1 0 1 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 H1 2011
  • 2.
    02 gemiusAdMonitor / gemiusAdMonitor // About the report gemiusAdMonitor is a periodic report prepared by Gemius. The source of data is the gemiusDirectEffect 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 01101 – – Average CTR for specific sectors 010 00101 110101 – Average number of ad impressions per campaign by specific sectors 0101 001001 – Average number of ad clicks per campaign by specific sectors 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 – Most often used ad formats by sectors 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001
  • 3.
    03 gemiusAdMonitor / // Contents Page 04 Most popular ad formats Page 22 Chosen market sectors Page 31 Methodology and Definitions 01101 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001
  • 4.
    04 gemiusAdMonitor / // Most popular ad formats 01101 011010 1 010 001 110101 0 1 0 1 0 0 1 0 1 0 0 0 1 0 1 0 1 111 001 001 0 0 10 1 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0 110 1 0 01 001001 0 1 0 1 0 0 1 0 1 0 1 0 0 1 0101 0 1 01 0 010 0 1 0 1 01 011 0101 0 1 0 1 10 1 0 0 1 0 1 01 0011 001010101 0 1 0 1 0100 0001011 01 0 1 0 1 0 0 1 0101 001010101 0101 001010101 010101 010 10101 0100 011 01 010101 0100 0 1 0 1 0 0 1 0 1 0 1 0 1 0001011 01 010 10101 0 1 0 0 1 0 10 1 0 10 1 0 1 0101 0001 01 0 1 0 1 0 0 1 0 1 0 1 0 1 0 110 1 1 000 100 1 0 0 1 0 1 0 1 0 1 0 0 1 0 1 0 1 0 1 0101 001001 010101 0101 01000101 0101 0101 001001 0101 001010101
  • 5.
    05 gemiusAdMonitor / H1 2011 // Average CTR by country 0,70% 0,59% 0,60% 0,50% 0,46% 0,40% 0,30% 0,30% 0,25% 0,20% 0,10% 01101 0,00% 010 00101 110101 Slovakia Poland Czech Rep. Hungary 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.) Source: gemiusDirectEffect 2011 H1
  • 6.
    06 gemiusAdMonitor / H1 2011 // Top 3 most popular ad formats - Share of campaigns 300x300 81,9% Slovakia 728x90 8,3% 250x250 12,4% 728x90 54,6% Hungary 300x250 51,9% 250x250 55,0% 300x300 49,9% Czech Rep. 480x300 34,9% 01101 300x600 27,4% 010 00101 110101 0101 001001 750x200 50,1% Poland 0 1 0 1 0 0 1 011 0 1 0 1 0 0 1 0101 300x250 27,8% 0101 001010101 010101 0100 0001011 0101 001010101 01 750x300 21,1% 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
  • 7.
    07 gemiusAdMonitor / H1 2011 // Average CTR - Top 3 most popular ad formats (Slovakia) Average CTR – 0,28% 0,24% 300x300 0,10% 728x90 0,12% 250x250 01101 0,08% 0,12% 0,16% 0,20% 0,24% 0,28% 0,32% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
  • 8.
    08 gemiusAdMonitor / H1 2011 // Average CTR - Top 3 most popular ad formats (Hungary) Average CTR – 0,19% 0,17% 728x90 300x250 0,20% 0,13% 250x250 01101 0,10% 0,12% 0,14% 0,16% 0,18% 0,20% 0,22% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
  • 9.
    09 gemiusAdMonitor / H1 2011 // Average CTR - Top 3 most popular ad formats (Czech Rep.) Average CTR – 0,20% 0,14% 300x300 0,20% 480x300 300x600 0,34% 01101 0,12% 0,16% 0,20% 0,24% 0,28% 0,32% 0,36% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
  • 10.
    010 gemiusAdMonitor / H1 2011 // Average CTR - Top 3 most popular ad formats (Poland) Average CTR – 0,19% 750x200 0,21% 0,14% 300x250 750x300 0,25% 01101 0,12% 0,14% 0,16% 0,18% 0,20% 0,22% 0,24% 0,26% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
  • 11.
    011 gemiusAdMonitor / H1 2011 // Top ad formats by average CTR - Slovakia 990x200 0,33% Slovakia 468x300 0,26% 01101 300x300 0,24% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
  • 12.
    012 gemiusAdMonitor / H1 2011 // Top ad formats by average CTR - Hungary 214x200 0,61% Hungary 750x90 0,47% 01101 980x100 0,27% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 010 10101 0101 001010101 0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70% 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
  • 13.
    013 gemiusAdMonitor / H1 2011 // Top ad formats by average CTR – Czech Rep. 300x600 0,34% Czech Rep. 970x210 0,24% 01101 418x120 0,23% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40% 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
  • 14.
    014 gemiusAdMonitor / H1 2011 // Top ad formats by average CTR - Poland 750x300 0,25% Poland 970x300 0,24% 01101 950x200 0,24% 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 010 10101 0101 001010101 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
  • 15.
    015 gemiusAdMonitor / H1 2011 // Average CTR by ad area (in pixels) - Slovakia 0,35% 0,30% 0,25% 0,20% 0,15% 0,10% 01101 0,05% 010 00101 110101 0101 001001 0,00% 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Average CTR (by ad area in pixels) Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
  • 16.
    016 gemiusAdMonitor / H1 2011 // Average CTR by ad area (in pixels) - Hungary 0,70% 0,60% 0,50% 0,40% 0,30% 0,20% 0,10% 01101 010 00101 110101 0,00% 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 Average CTR (by ad area in pixels) 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
  • 17.
    017 gemiusAdMonitor / H1 2011 // Average CTR by ad area (in pixels) – Czech Rep. 0,40% 0,35% 0,30% 0,25% 0,20% 0,15% 0,10% 01101 0,05% 010 00101 110101 0,00% 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001 Average CTR (by ad area in pixels) Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
  • 18.
    018 gemiusAdMonitor / H1 2011 // Average CTR by ad area (in pixels) - Poland 0,30% 0,25% 0,20% 0,15% 0,10% 0,05% 01101 010 00101 110101 0,00% 0101 001001 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 Average CTR (by ad area in pixels) 01000101 0101 0101 001001 Analysed Ads: Regular banners only Source: gemiusDirectEffect 2011 H1
  • 19.
    019 gemiusAdMonitor / // Chosen market sectors 01101 011010 1 010 001 110101 0 1 0 1 0 0 1 0 1 0 0 0 1 0 1 0 1 111 001 001 0 0 10 1 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0 110 1 0 01 001001 0 1 0 1 0 0 1 0 1 0 1 0 0 1 0101 0 1 01 0 010 0 1 0 1 01 011 0101 0 1 0 1 10 1 0 0 1 0 1 01 0011 001010101 0 1 0 1 0100 0001011 01 0 1 0 1 0 0 1 0101 001010101 0101 001010101 010101 010 10101 0100 011 01 010101 0100 0 1 0 1 0 0 1 0 1 0 1 0 1 0001011 01 010 10101 0 1 0 0 1 0 10 1 0 10 1 0 1 0101 0001 01 0 1 0 1 0 0 1 0 1 0 1 0 1 0 110 1 1 000 100 1 0 0 1 0 1 0 1 0 1 0 0 1 0 1 0 1 0 1 0101 001001 010101 0101 01000101 0101 0101 001001 0101 001010101
  • 20.
    020 gemiusAdMonitor / H1 2011 // Share of ad impressions by sector - Slovakia 1,3% Finance, Insurance, Brokerage 0,6% 0,4% Telecommunications 0,3% 8,3% Automotive 2,4% Food 2,8% 29,4% Trade 3,6% Beverages and Alcohol 4,9% Personal Care and Hygiene Travel, Tourism, Hotels & Restaurants 7,0% Pharmaceuticals 01101 Clothing & Accessories 9,1% 010 00101 110101 20,2% Household Equipment, Furniture And Decorations 0101 001001 9,8% Real Estate 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 Computers and Audio Video 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 Other 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
  • 21.
    021 gemiusAdMonitor / H1 2011 // Average CTR by sector - Slovakia Clothing & Accessories 1,50% Telecommunications 1,11% Personal Care and Hygiene 0,76% Automotive 0,71% Food 0,71% Real Estate 0,53% Household Equipment, Furniture And Decorations 0,53% Trade 0,49% Beverages and Alcohol 0,44% 01101 Pharmaceuticals 0,44% 010 00101 110101 Finance, Insurance, Brokerage 0,32% 0101 001001 Computers and Audio Video 0,22% 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 Travel, Tourism, Hotels & Restaurants 0,16% 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 0,0% 0,2% 0,4% 0,6% 0,8% 1,0% 1,2% 1,4% 1,6% 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
  • 22.
    022 gemiusAdMonitor / H1 2011 // Share of ad impressions by sector - Hungary 1,4% Finance, Insurance, Brokerage 0,4% 0,4% Telecommunications 0,4% 0,3% Automotive 0,3% 6,6% 1,7% Personal Care and Hygiene 1,8% Household Equipment, Furniture And Decorations 2,2% 31,4% Food 3,1% Pharmaceuticals 3,8% Beverages and Alcohol 4,9% Trade Media, Books, CD & DVD 5,1% Computers and Audio Video 01101 Real Estate Clothing & Accessories 010 00101 110101 13,2% 23,1% Travel, Tourism, Hotels & Restaurants 0101 001001 011 0101 0 1 0 1 0 0 1 Household Products 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 Leisure Time 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 Other 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
  • 23.
    023 gemiusAdMonitor / H1 2011 // Average CTR by sector - Hungary Media, Books, CD & DVD 0,93% Clothing & Accessories 0,67% Food 0,55% Leisure Time 0,49% Trade 0,33% Automotive 0,32% Personal Care and Hygiene 0,28% Travel, Tourism, Hotels & Restaurants 0,28% Beverages and Alcohol 0,26% Telecommunications 0,20% Pharmaceuticals 0,20% 01101 Household Products 0,20% Finance, Insurance, Brokerage 0,20% 010 00101 110101 Household Equipment, Furniture And Decorations 0,19% 0101 001001 0 1 0 1 0 0 1 Computers and Audio Video 0,18% 011 0101 0 1 0 1 0 0 1 0101 001010101 Real Estate 0,15% 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 0,0% 0,2% 0,4% 0,6% 0,8% 1,0% 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
  • 24.
    024 gemiusAdMonitor / H1 2011 // Share of ad impressions by sector – Czech Rep. 1,5% Finance, Insurance, Brokerage 1,4% 1,2% Telecommunications 0,6% 0,1% Automotive 7,3% Clothing & Accessories 1,9% Travel, Tourism, Hotels & Restaurants 2,3% 29,2% Food 3,1% Trade 4,9% Personal Care and Hygiene Household Products 5,4% Pharmaceuticals 5,6% Beverages and Alcohol 01101 Household Equipment, Furniture And Decorations 010 00101 110101 5,8% 18,8% Computers and Audio Video 0101 001001 10,8% 011 0101 0 1 0 1 0 0 1 Real Estate 0 1 0 1 0 0 1 001010101 010101 0101 Leisure Time 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 Other 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
  • 25.
    025 gemiusAdMonitor / H1 2011 // Average CTR by sector – Czech Rep. Household Equipment, Furniture And Decorations 0,42% Personal Care and Hygiene 0,41% Real Estate 0,39% Computers and Audio Video 0,39% Beverages and Alcohol 0,38% Food 0,36% Clothing & Accessories 0,36% Finance, Insurance, Brokerage 0,33% Automotive 0,30% Household Products 0,29% Telecommunications 0,26% 01101 Travel, Tourism, Hotels & Restaurants 0,18% 010 00101 110101 Leisure Time 0,16% 0101 001001 0 1 0 1 0 0 1 Trade 0,16% 011 0101 0 1 0 1 0 0 1 0101 001010101 Pharmaceuticals 0,15% 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 0,0% 0,1% 0,2% 0,3% 0,4% 0,5% 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
  • 26.
    026 gemiusAdMonitor / H1 2011 // Share of ad impressions by sector - Poland 0,8% Finance, Insurance, Brokerage 0,8% 0,7% Telecommunications 0,5% 0,4% Media, Books, CD & DVD 0,4% 9,1% 17,0% Trade 3,3% Personal Care and Hygiene Automotive 5,0% Food 5,7% Beverages and Alcohol 16,1% Travel, Tourism, Hotels & Restaurants Household Equipment, Furniture And Decorations 8,2% Computers and Audio Video 01101 Leisure Time 010 00101 110101 12,5% 9,3% Pharmaceuticals 0101 001001 0 1 0 1 0 0 1 10,0% Clothing & Accessories 011 0101 0 1 0 1 0 0 1 001010101 010101 0101 Household Products 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 Other 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
  • 27.
    027 gemiusAdMonitor / H1 2011 // Average CTR by sector - Poland Food 0,83% Personal Care and Hygiene 0,80% Travel, Tourism, Hotels & Restaurants 0,63% Household Products 0,60% Leisure Time 0,59% Beverages and Alcohol 0,54% Telecommunications 0,49% Automotive 0,45% Clothing & Accessories 0,42% Media, Books, CD & DVD 0,41% Computers and Audio Video 0,41% 01101 Trade 0,39% 010 00101 110101 Pharmaceuticals 0,27% 0101 001001 0 1 0 1 0 0 1 Household Equipment, Furniture And Decorations 0,25% 011 0101 0 1 0 1 0 0 1 0101 001010101 Finance, Insurance, Brokerage 0,20% 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 0,0% 0,2% 0,4% 0,6% 0,8% 1,0% 01000101 0101 0101 001001 Source: gemiusDirectEffect 2011 H1
  • 28.
    028 gemiusAdMonitor / // Methodology and Definitions 01101 011010 1 010 001 110101 0 1 0 1 0 0 1 0 1 0 0 0 1 0 1 0 1 111 001 001 0 0 10 1 010 00101 110101 0101 001001 0 1 0 1 0 0 1 011 0 110 1 0 01 001001 0 1 0 1 0 0 1 0 1 0 1 0 0 1 0101 0 1 01 0 010 0 1 0 1 01 011 0101 0 1 0 1 10 1 0 0 1 0 1 01 0011 001010101 0 1 0 1 0100 0001011 01 0 1 0 1 0 0 1 0101 001010101 0101 001010101 010101 010 10101 0100 011 01 010101 0100 0 1 0 1 0 0 1 0 1 0 1 0 1 0001011 01 010 10101 0 1 0 0 1 0 10 1 0 10 1 0 1 0101 0001 01 0 1 0 1 0 0 1 0 1 0 1 0 1 0 110 1 1 000 100 1 0 0 1 0 1 0 1 0 1 0 0 1 0 1 0 1 0 1 0101 001001 010101 0101 01000101 0101 0101 001001 0101 001010101
  • 29.
    029 gemiusAdMonitor / gemiusAdMonitor // Methodological note • The source of the data is the gemiusDirectEffect research, which is one of the most frequently used advertisement monitoring systems in the CEE region. • Every campaign having place in the scrutinised quarter was included in the research, except the ones that had less than 1000 impressions in the analysed period. • The presented data on ad impressions concerns cookie impressions. • Average CTR (click through ratio) - an average of quotients (cookie clicks/cookie impressions) for each creative of a given ad format/sector. 01101 • 17 market sectors were distinguished for the research. 010 00101 110101 0101 001001 • For the most popular sectors the „others” category gathers all branches, for which frequency of occurrence was smaller than 5. 0 1 0 1 0 0 1 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001
  • 30.
    030 gemiusAdMonitor / gemiusAdMonitor // Definitions (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 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 creatives being 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 of cookie impressions per creative in a given creative form. • Average number of clicks per creative for given ad formats – average number of cookie clicks per 01101 creative in a given creative form. 010 00101 110101 • Average CTR (click through ratio) – average of quotients (cookie clicks/cookie impressions) for 0101 001001 0 1 0 1 0 0 1 each creative of a given ad format. 011 0101 0 1 0 1 0 0 1 0101 001010101 010101 0100 0001011 01 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001
  • 31.
    031 gemiusAdMonitor / gemiusAdMonitor // Definitions (2/2) • 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. • Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in the total number of clicks. 01101 • Average number of ad impressions per campaign by sectors – the number of cookie impressions for a given sector by the number of campaigns in these sectors. 010 00101 110101 • Average CTR (click through ratio) by sectors – average of quotients (cookie clicks/cookie 0101 001001 0 1 0 1 0 0 1 impressions) for each creative of a given sector. 011 0101 0 1 0 1 0 0 1 001010101 • 0101 010101 0100 0001011 01 Most often used ad formats by sectors – top three most often used ad formats in particular 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 sectors. 01000101 0101 0101 001001
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    032 gemiusAdMonitor / // To purchase the report for any of the countries please contact: gemiusDirectEffect Product Manager Tamas Acs tamas.acs@gemius.com Gemius SA Wołoska 7 Street 02-675 Warsaw, PL www.gemius.com 01101 011010 1 010 001 110101 0 1 0 0 0 1 0 1 0 1 111 001 001 Press contact: 0 0 10 1 0 1 0 1 0 0 1 International Marketing Director 011 0 110 1 0 1 0 1 0 0 1 0 01 001001 Marta Klepka 0101 0 1 01 0 010 0 1 0 1 01 0 1 10 1 0 0 1 0 1 01 0011 0 1 0 1 0100 0001011 0 1 01 marta.klepka@gemius.com 0101 001010101 0101 001010101 010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 010101 0100 0001011 01 0 1 0 0 1 0 10 1 0 10 1 0 1 0101 0001 01 marketing@gemius.com 0 110 1 1 000 100 1 0 0 1 0 1 0 1 0 1 0 0 1 0 1 0 1 0 1 01000101 0101 0101 001001