2012 05 GemiusAdMonitor Report for H2 2011

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gemiusAdMonitor reportH2 2011

Warsaw, May 2012

Bulgaria, Czech

Republic, Hungary,Poland, Romania,

Slovakia -the most popular and effective

display ads


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Contents

About the report 3

Most popular advertising forms 5

Chosen market sectors 17

Methodology and definitions 30


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About the report 3





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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.


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About the report 3





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gemiusAdMonitor//

Average CTR by country

Source: gemiusDirectEffect/AdOcean 2011 H2

Analysed 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 Czech

Republic

Romania


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gemiusAdMonitor//

Share of campaigns using specific ad formats

- Bulgaria



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%

Regular

Banners

Wallpaper xHtml Expand Video Article Preroll

T

/

T

Campaign

share

Campaign share Average CTR


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gemiusAdMonitor//


- Czech Republic

Source: gemiusDirectEffect 2011 H2


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 Video

T

/

T

Campaign

share



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gemiusAdMonitor//


- Hungary



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%

CTR

Campaign

share



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gemiusAdMonitor//


- Poland



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%

C

TR

Campaignshare



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gemiusAdMonitor//


- Romania



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%

C

TR

Campaignshare



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gemiusAdMonitor//


- Slovakia



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%

CT

R

Campaig

nshare



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gemiusAdMonitor//

Top 5 most popular ad formats - Share of campaigns (1/2)


Analysed ads: Regular banners

71,5%

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%

300x250

728x90

300x600

960x200

940x210

300x300

970x210

300x600

300x250

480x300

300x250

728x90

250x250

468x120

330x247

Bulgaria

CzechRepublic

Hungary


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gemiusAdMonitor//

Top 5 most popular ad formats - Share of campaigns (2/2)



55,2%

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%

750x200

300x250

750x300

300x600

750x100

300x250

728x90

160x600728x300

500x400

300x300

320x320

950x100

960x100

460x300

Poland

Rom

ania

Slovakia


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gemiusAdMonitor//

Top 5 most popular ad formats Average CTR (1/2)



1,03%

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%

940x210

960x200

300x600

300x250

728x90

300x600

970x210

480x300300x250

300x300

330x247

728x90

300x250

250x250

468x120

Bulgaria

CzechR

epublic

Hungary


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gemiusAdMonitor//

Top 5 most popular ad formats Average CTR (2/2)



0,44%

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%

750x100

750x300

300x250

750x200

300x600

500x400

728x300

300x250728x90

160x600

320x320

460x300

300x300

960x100

950x100

Poland

Rom

ania

Slovakia


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About the report 3





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gemiusAdMonitor//

Share of ad impressions by sector - Bulgaria


18,3%

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 Time

Finance, Insurance, Brokerage

Food

Telecommunications

Automotive

Trade

Computers and Audio Video

Household Equipment, Furniture And Decorations

Media, Books, CD & DVD

Travel, Tourism, Hotels & Restaurants

Clothing & Accessories

Beverages and Alcohol

Pharmaceuticals

Personal Care and Hygiene

Real Estate

Household Products

Other


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gemiusAdMonitor//

Ranking of the sectors with highest average CTR

Bulgaria*Pharmaceuticals

Trade


Automotive


Household Products

Real Estate

Personal Care and HygieneFinance, Insurance, Brokerage


Food


Telecommunications

Leisure Time




*Exact average CTR values per sector are

available in paid version of the report


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gemiusAdMonitor//

Share of ad impressions by sector - Czech Republic

30,9%

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%



Automotive

Telecommunications

Food

Trade




Real Estate

Pharmaceuticals


Household Products


Other



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gemiusAdMonitor//

Ranking of the sectors with highest average CTR Czech

Republic*Clothing & Accessories

Food




Telecommunications

PharmaceuticalsFinance, Insurance, Brokerage

Automotive

Household Equipment, Furniture And


Trade

Household Products

Real Estate





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gemiusAdMonitor//

Share of ad impressions by sector Hungary

33,4%

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%


Telecommunications

Automotive




Food


Pharmaceuticals


Trade



Leisure Time

Other



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gemiusAdMonitor//


Hungary*Media, Books, CD & DVD

Leisure Time




Pharmaceuticals

Household Equipment, Furniture And


Telecommunications


Automotive

Food


Trade





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gemiusAdMonitor//

Share of ad impressions by sector - Poland

25,8%

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%

Telecommunications

Trade


Automotive



Food


Leisure Time



Pharmaceuticals



Real Estate

Household Products

Other



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gemiusAdMonitor//


Poland*Household Products

Food

Leisure Time



Telecommunications




Automotive

Pharmaceuticals


Trade



Real Estate





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gemiusAdMonitor//

Share of ad impressions by sector - Romania

25,5%

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%

Trade


Leisure Time

Telecommunications

Automotive



Real Estate

Food




Household Equipment, Furniture And DecorationsPharmaceuticals


Household Products

Other



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gemiusAdMonitor//


Romania*Clothing & Accessories

Leisure Time

Food




Household Products

Automotive



Telecommunications

Real Estate

Pharmaceuticals


Trade


*Exact Average CTR values per sector are




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gemiusAdMonitor//

Share of ad impressions by sector - Slovakia

32,2%

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%



Telecommunications

Trade

Food

Automotive






Household Products

Pharmaceuticals

Real Estate


Leisure Time

Other



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gemiusAdMonitor//


Slovakia*Telecommunications

Household Products

Automotive




Real Estate

Pharmaceuticals


Food

Trade

Leisure Time









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About the report 3





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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


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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 ofcookie clicks per creative in a given creative form.


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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 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 givensector 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.


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About Gemius//

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

Gemius gemiusAdMonitor provider


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Join us @:

Facebook.com/GemiusGroup

Twitter.com/Gemius

Slideshare.net/Gemius_comYouTube.com/wwwGemiusCom

Contact: Media contact:

Global PR & Communications Director

Marta Klepka

[email protected]

[email protected]

gemiusDirectEffect Product Manager

Tamas Acs

[email protected]

Documents

2012 05 GemiusAdMonitor Report for H2 2011