gemiusAdMonitor report H2 2011

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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.

Text of 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

    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.

  • About the report 3

    Most popular advertising forms 5

    Chosen market sectors 17

    Methodology and definitions 30

  • 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

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

    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

    Campaign share Average CTR

  • 9

    gemiusAdMonitor //

    Share of campaigns using specific ad formats - Hungary

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

    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

    Campaign share Average CTR

  • 10

    gemiusAdMonitor //

    Share of campaigns using specific ad formats - Poland

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

    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

    Campaign share Average CTR

  • 11

    gemiusAdMonitor //

    Share of campaigns using specific ad formats - Romania

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

    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

    Campaign share Average CTR

  • 12

    gemiusAdMonitor //

    Share of campaigns using specific ad formats - Slovakia

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

    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

    Campaign share Average CTR

  • 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)

    Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners

    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)

    Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners

    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)

    Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners

    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

    Most popular advertising forms 5

    Chosen market sectors 17

    Methodology and definitions 30

  • 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

    Beverages and Alcohol

    Automotive

    Household Equipment, Furniture And Decorations