This document is a report from gemiusAdMonitor about online advertising in Central and Eastern Europe. It provides data on the most popular advertising formats, highest performing market sectors, and methodology. Key findings include that regular banners are the most widely used format across the region, with display ads in food, telecom and retail sectors generating the most impressions. The report aims to help advertisers optimize their online campaigns.
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. as well as Gemius adserver AdOcean.
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.
The report covers the following countries: Bulgaria, the Czech Republic, Hungary, Poland, Romania and Slovakia.
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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. as well as Gemius adserver AdOcean.
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.
The report covers the following countries: Bulgaria, the Czech Republic, Hungary, Poland, Romania and Slovakia.
AAII Sentiment (Bearish Index) w/JSCO Pain index using SP500 weekly data; JSCO Pain index using daily DJIA data, and JSCO Pain index using daily VIX data
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Populiariausios lietuvoje interneto svetainės 2012 rugsejiGemius Baltics
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2. Contents
About the report 3
Most popular advertising forms 5
Chosen market sectors 17
Methodology and definitions 30
3. About the report 3
Most popular advertising forms 5
Chosen market sectors 17
Methodology and definitions 30
4. // gemiusAdMonitor
About the report
gemiusAdMonitor is a periodic report prepared by Gemius. The source of data is the gemiusDirectEffect/AdOcean research,
which is the leading online advertisement monitoring system in the CEE region. gemiusAdMonitor presents a ranking of most
popular online ad formats and a wide range of indicators for display campaigns. The report also describes the advertising
activity within chosen sectors of online market such as: finance, telecommunication and other.
What can be found in a standard gemiusAdMonitor report?
– Most often used ad formats,
– Average number of impressions per creative for given ad formats,
– Average number of clicks per creative for given ad formats,
– Average CTR for most often used ad formats,
– Share of campaigns using specific ad formats,
– Share of campaigns by sectors,
– Share of ad impressions by sectors,
– Share of ad clicks by sectors,
– Average CTR for specific sectors,
– Average number of ad impressions per campaign by specific sectors,
– Average number of ad clicks per campaign by specific sectors,
– Most often used ad formats by sectors.
5. About the report 3
Most popular advertising forms 5
Chosen market sectors 17
Methodology and definitions 30
6. // gemiusAdMonitor
Average CTR by country
0,60% 0,56%
0,50% 0,49%
0,40% 0,36% 0,36%
0,32%
0,30%
0,23%
0,20%
0,10%
0,00%
Poland Slovakia Hungary Bulgaria Czech Romania
Republic
Source: gemiusDirectEffect/AdOcean 2011 H2
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
17. About the report 3
Most popular advertising forms 5
Chosen market sectors 17
Methodology and definitions 30
18. // gemiusAdMonitor
Share of ad impressions by sector - Bulgaria
1,7%
1,2% Leisure Time
0,9% Finance, Insurance, Brokerage
0,4%
0,2% Food
6,7%
18,3% Telecommunications
2,6%
3,2% Automotive
Trade
3,9%
Computers and Audio Video
4,1% Household Equipment, Furniture And Decorations
15,2% Media, Books, CD & DVD
4,2%
Travel, Tourism, Hotels & Restaurants
Clothing & Accessories
8,9%
Beverages and Alcohol
9,8% Pharmaceuticals
9,3% Personal Care and Hygiene
9,6%
Real Estate
Household Products
Other
Source: gemiusDirectEffect/AdOcean 2011 H2
19. // gemiusAdMonitor
Ranking of the sectors with highest average CTR –
Bulgaria*
Pharmaceuticals
Trade
Beverages and Alcohol
Automotive
Household Equipment, Furniture And Decorations
Household Products
Real Estate
Personal Care and Hygiene
Finance, Insurance, Brokerage
Computers and Audio Video
Food
Travel, Tourism, Hotels & Restaurants
Telecommunications
Leisure Time
Media, Books, CD & DVD
Clothing & Accessories
*Exact average CTR values per sector are
available in paid version of the report
Source: gemiusDirectEffect/AdOcean 2011 H2
20. // gemiusAdMonitor
Share of ad impressions by sector - Czech Republic
1,8% Finance, Insurance, Brokerage
1,3%
0,1% Beverages and Alcohol
5,9% Automotive
1,9%
2,1% Telecommunications
2,2%
30,9% Food
2,2%
2,8% Trade
3,3% Personal Care and Hygiene
Computers and Audio Video
5,3%
Household Equipment, Furniture And Decorations
Real Estate
11,8% Pharmaceuticals
14,3% Travel, Tourism, Hotels & Restaurants
14,1% Household Products
Clothing & Accessories
Other
Source: gemiusDirectEffect 2011 H2
21. // gemiusAdMonitor
Ranking of the sectors with highest average CTR – Czech
Republic*
Clothing & Accessories
Food
Beverages and Alcohol
Personal Care and Hygiene
Computers and Audio Video
Telecommunications
Pharmaceuticals
Finance, Insurance, Brokerage
Automotive
Household Equipment, Furniture And…
Travel, Tourism, Hotels & Restaurants
Trade
Household Products
Real Estate
*Exact average CTR values per sector are
available in paid version of the report
Source: gemiusDirectEffect 2011 H2
22. // gemiusAdMonitor
Share of ad impressions by sector – Hungary
1,4% Finance, Insurance, Brokerage
0,6%
0,1% Telecommunications
7,0% Automotive
1,8%
2,2% Media, Books, CD & DVD
2,2% Beverages and Alcohol
2,5% 33,4%
Household Equipment, Furniture And Decorations
3,4%
Food
3,4%
Personal Care and Hygiene
4,3%
Pharmaceuticals
4,6% Computers and Audio Video
Trade
13,2% Travel, Tourism, Hotels & Restaurants
20,1%
Clothing & Accessories
Leisure Time
Other
Source: gemiusDirectEffect 2011 H2
23. // gemiusAdMonitor
Ranking of the sectors with highest average CTR –
Hungary*
Media, Books, CD & DVD
Leisure Time
Personal Care and Hygiene
Computers and Audio Video
Beverages and Alcohol
Pharmaceuticals
Household Equipment, Furniture And…
Clothing & Accessories
Telecommunications
Finance, Insurance, Brokerage
Automotive
Food
Travel, Tourism, Hotels & Restaurants
Trade
*Exact average CTR values per sector are
available in paid version of the report
Source: gemiusDirectEffect 2011 H2
24. // gemiusAdMonitor
Share of ad impressions by sector - Poland
Telecommunications
0,8%
0,7% Trade
0,6%
0,3% Finance, Insurance, Brokerage
0,2% 1,6% 2,8% Automotive
2,2%
2,7% Media, Books, CD & DVD
2,9% 25,8%
Personal Care and Hygiene
4,0%
Food
5,6% Travel, Tourism, Hotels & Restaurants
Leisure Time
Beverages and Alcohol
7,8%
Household Equipment, Furniture And Decorations
Pharmaceuticals
17,9%
Clothing & Accessories
10,1%
Computers and Audio Video
14,2% Real Estate
Household Products
Other
Source: gemiusDirectEffect 2011 H2
25. // gemiusAdMonitor
Ranking of the sectors with highest average CTR –
Poland*
Household Products
Food
Leisure Time
Beverages and Alcohol
Personal Care and Hygiene
Telecommunications
Media, Books, CD & DVD
Clothing & Accessories
Household Equipment, Furniture And Decorations
Automotive
Pharmaceuticals
Travel, Tourism, Hotels & Restaurants
Trade
Computers and Audio Video
Finance, Insurance, Brokerage
Real Estate
*Exact average CTR values per sector are
available in paid version of the report
Source: gemiusDirectEffect 2011 H2
26. // gemiusAdMonitor
Share of ad impressions by sector - Romania
Trade
1,5%
1,2% Finance, Insurance, Brokerage
0,7%
0,4% Leisure Time
0,4% 8,4%
Telecommunications
1,9% 25,5% Automotive
1,9%
Media, Books, CD & DVD
2,0%
2,4% Beverages and Alcohol
Real Estate
4,3%
Food
4,3% Personal Care and Hygiene
Travel, Tourism, Hotels & Restaurants
7,0% 13,8%
Computers and Audio Video
Household Equipment, Furniture And Decorations
11,6% Pharmaceuticals
12,8%
Clothing & Accessories
Household Products
Other
Source: gemiusDirectEffect/AdOcean 2011 H2
27. // gemiusAdMonitor
Ranking of the sectors with highest average CTR –
Romania*
Clothing & Accessories
Leisure Time
Food
Media, Books, CD & DVD
Personal Care and Hygiene
Beverages and Alcohol
Household Products
Automotive
Household Equipment, Furniture And Decorations
Travel, Tourism, Hotels & Restaurants
Telecommunications
Real Estate
Pharmaceuticals
Computers and Audio Video
Trade
Finance, Insurance, Brokerage
*Exact Average CTR values per sector are
available in paid version of the report
Source: gemiusDirectEffect/AdOcean 2011 H2
28. // gemiusAdMonitor
Share of ad impressions by sector - Slovakia
0,8% Finance, Insurance, Brokerage
0,7%
0,6% Personal Care and Hygiene
0,5%
0,3% Telecommunications
0,1% 10,8%
Trade
2,1% Food
2,5% 32,2% Automotive
3,3% Clothing & Accessories
Beverages and Alcohol
4,1%
Media, Books, CD & DVD
5,7% Household Equipment, Furniture And Decorations
Computers and Audio Video
6,4% Household Products
11,9% Pharmaceuticals
6,6%
Real Estate
11,4%
Travel, Tourism, Hotels & Restaurants
Leisure Time
Other
Source: gemiusDirectEffect/AdOcean 2011 H2
29. // gemiusAdMonitor
Ranking of the sectors with highest average CTR –
Slovakia*
Telecommunications
Household Products
Automotive
Beverages and Alcohol
Finance, Insurance, Brokerage
Clothing & Accessories
Real Estate
Pharmaceuticals
Household Equipment, Furniture And Decorations
Food
Trade
Leisure Time
Travel, Tourism, Hotels & Restaurants
Media, Books, CD & DVD
Personal Care and Hygiene
Computers and Audio Video
*Exact average CTR values per sector are
available in paid version of the report
Source: gemiusDirectEffect/AdOcean 2011 H2
30. About the report 3
Most popular advertising forms 5
Chosen market sectors 17
Methodology and definitions 30
31. // Methodology
Methodology
• The source of the data is the gemiusDirectEffect research, which is one of the most
frequently 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 value
of occurrence below 5.
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 the
size 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 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 ad impressions per campaign by sectors – the number of cookie
impressions for a given sector by the number of campaigns in these sectors.
• Average number of clicks per creative for given ad formats – average number of
cookie clicks per creative in a given creative form.
33. // Definitions of concepts
Definitions of terms (2/2)
• Average CTR (Click Through Ratio) – average of quotients (cookie clicks/cookie
impressions) for each creative of a given ad format.
• Share of campaigns using specific ad formats – the percentage of campaigns that use a
given creative format in the total number of campaigns.
• Share of campaigns by sectors - the percentage of campaigns in a given sector in the
total number of campaigns.
• Share of ad impressions by sectors – the percentage of cookie impressions for a given
sector in the total number of impressions.
• Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in the
total number of clicks.
• Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in the
total number of clicks.
• Most often used ad formats by sectors – top three most often used ad formats in
particular sectors.
34. // About Gemius
Gemius – gemiusAdMonitor provider
• a global company and the no. 1 choice in EMEA, provides consultancy and expertise on
consumer behaviour in the digital world
• ‘one stop shop’ for everyone who needs to measure a website, plan and deliver effective online
campaigns or use the internet as a communication channel
35. Join us global @: Contact:
Facebook.com/GemiusGroup Contry Manager
Twitter.com/Gemius Kaspars Driķis
Slideshare.net/Gemius_com kaspars.drikis@gemius.com
YouTube.com/wwwGemiusCom
Twitter.com/GemiusLV