gemiusAdMonitor report H2 2011

gemiusAdMonitor report

H2 2011

Warsaw, May 2012

Bulgaria, Czech Republic, Hungary, Poland, Romania, Slovakia - the most popular and effective display ads

Contents

About the report 3

Most popular advertising forms 5

Chosen market sectors 17

Methodology and definitions 30

About the report 3




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.

About the report 3




6

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 CzechRepublic

Romania

7

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%

RegularBanners

Wallpaper xHtml Expand Video Article Preroll

CTR

/ U

CTR

Cam

pai

gn s

har

e

Campaign share Average CTR

8

gemiusAdMonitor //

Share of campaigns using specific ad formats - Czech Republic

Source: gemiusDirectEffect 2011 H2 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)

93,8%

26,1%

14,3%

0,00%

0,20%

0,40%

0,60%

0,80%

1,00%

1,20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Regular Banners Article Video

CTR

/ U

CTR

Cam

pai

gn s

har

e


9

gemiusAdMonitor //

Share of campaigns using specific ad formats - 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

Cam

pai

gn s

har

e


10

gemiusAdMonitor //

Share of campaigns using specific ad formats - 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%

CTR

Cam

pai

gn s

har

e


11

gemiusAdMonitor //

Share of campaigns using specific ad formats - 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%

CTR

Cam

pai

gn s

har

e


12

gemiusAdMonitor //

Share of campaigns using specific ad formats - 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%

CTR

Cam

pai

gn s

har

e


13

gemiusAdMonitor //

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

Source: gemiusDirectEffect/AdOcean 2011 H2 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

Bu

lgar

iaC

zech

Re

pu

blic

Hu

nga

ry

14

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

160x600

728x300

500x400

300x300

320x320

950x100

960x100

460x300

Po

lan

dR

om

ania

Slo

vaki

a

15

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

480x300

300x250

300x300

330x247

728x90

300x250

250x250

468x120

Bu

lgar

iaC

zech

Re

pu

blic

Hu

nga

ry

16

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

300x250

728x90

160x600

320x320

460x300

300x300

960x100

950x100

Po

lan

dR

om

ania

Slo

vaki

a

About the report 3




18

gemiusAdMonitor //

Share of ad impressions by sector - Bulgaria

Source: gemiusDirectEffect/AdOcean 2011 H2

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

19

gemiusAdMonitor //

Ranking of the sectors with highest average CTR – Bulgaria*

Pharmaceuticals

Trade


Automotive


Household Products

Real Estate




Food


Telecommunications

Leisure Time




*Exact average CTR values per sector are available in paid version of the report

20

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

Source: gemiusDirectEffect 2011 H2

21

gemiusAdMonitor //

Ranking of the sectors with highest average CTR – Czech Republic*


Food




Telecommunications

Pharmaceuticals


Automotive

Household Equipment, Furniture And…


Trade

Household Products

Real Estate



22

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


23

gemiusAdMonitor //

Ranking of the sectors with highest average CTR –Hungary*


Leisure Time




Pharmaceuticals

Household Equipment, Furniture And…


Telecommunications


Automotive

Food


Trade



24

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


25

gemiusAdMonitor //

Ranking of the sectors with highest average CTR –Poland*

Household Products

Food

Leisure Time



Telecommunications




Automotive

Pharmaceuticals


Trade



Real Estate



26

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





Pharmaceuticals


Household Products

Other


27

gemiusAdMonitor //

Ranking of the sectors with highest average CTR –Romania*


Leisure Time

Food




Household Products

Automotive



Telecommunications

Real Estate

Pharmaceuticals


Trade


*Exact Average CTR values per sector are available in paid version of the report


28

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


29

gemiusAdMonitor //

Ranking of the sectors with highest average CTR –Slovakia*

Telecommunications

Household Products

Automotive




Real Estate

Pharmaceuticals


Food

Trade

Leisure Time







About the report 3




31

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.

Methodology

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 //

• 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

Join us @: Facebook.com/GemiusGroup Twitter.com/Gemius Slideshare.net/Gemius_com YouTube.com/wwwGemiusCom

Contact: Media contact:

Global PR & Communications Director

Marta Klepka

[email protected] [email protected]

gemiusDirectEffect Product Manager Tamas Acs [email protected]

Business

gemiusAdMonitor report H2 2011