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.

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  • 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

    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

    Source: gemiusDirectEffect/AdOcean 2011 H2

    *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%

    Finance, Insurance, Brokerage

    Beverages and Alcohol

    Automotive

    Telecommunications

    Food

    Trade

    Personal Care and Hygiene

    Computers and Audio Video

    Household Equipment, Furniture And Decorations

    Real Estate

    Pharmaceuticals

    Travel, Tourism, Hotels & Restaurants

    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

    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%

    Finance, Insurance, Brokerage

    Telecommunications

    Automotive

    Media, Books, CD & DVD

    Beverages and Alcohol

    Household Equipment, Furniture And Decorations

    Food

    Personal Care and Hygiene

    Pharmaceuticals

    Computers and Audio Video

    Trade

    Travel, Tourism, Hotels & Restaurants

    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

    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

    Finance, Insurance, Brokerage

    Automotive

    Media, Books, CD & DVD

    Personal Care and Hygiene

    Food

    Travel, Tourism, Hotels & Restaurants

    Leisure Time

    Beverages and Alcohol

    Household Equipment, Furniture And Decorations

    Pharmaceuticals

    Clothing & Accessories

    Computers and Audio Video

    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

    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

    Finance, Insurance, Brokerage

    Leisure Time

    Telecommunications

    Automotive

    Media, Books, CD & DVD

    Beverages and Alcohol

    Real Estate

    Food

    Personal Care and Hygiene

    Travel, Tourism, Hotels & Restaurants

    Computers and Audio Video

    Household Equipment, Furniture And Decorations

    Pharmaceuticals

    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

    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%

    Finance, Insurance, Brokerage

    Personal Care and Hygiene

    Telecommunications

    Trade

    Food

    Automotive

    Clothing & Accessories

    Beverages and Alcohol

    Media, Books, CD & DVD

    Household Equipment, Furniture And Decorations

    Computers and Audio Video

    Household Products

    Pharmaceuticals

    Real Estate

    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

  • About the report 3

    Most popular advertising forms 5

    Chosen market sectors 17

    Methodology and definitions 30

  • 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 camp