gemiusAdMonitor report Warsaw, April 2013 The most popular and effective display ads H2 2012 Bulgaria Croatia Czech Rep. Hungary Latvia Ukraine Lithuania

gemiusAdMonitor report

Warsaw, April 2013

The most popular and effective display ads

H2 2012

BulgariaCroatiaCzech Rep.HungaryLatviaUkraine

LithuaniaPolandRomaniaSerbiaSlovakia Slovenia

Content

About the report 3

Most popular advertising forms 8

Mobile trends 36

Chosen market sectors 49

Methodology and definitions 74

About the report 3


Mobile trends 33



4

gemiusAdMonitor//

gemiusAdMonitor, 2012.07.01 – 2012.12.31

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 this report?

– Average CTR and CTR by country– Average CTR by country and format type– Average CTR by country – trend– Share of campaigns using specific ad format types– Top 5 most popular ad formats – Share of campaigns– Top 5 most popular ad formats – Average CTR, CTR– Desktop/mobile share of ad impressions by quarters– Share of ad impressions by sectors– Average CTR, CTR by sectors

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How rich media identification changed and why mobile stats appeared?

Rich Media classification changed compared to the previous waves of the research. Now, the classification is also based on interactions.

previous method:

Rich Media - any of the following ad format types: Preroll, Brandmark, Expand, Pop-up/Pop-under, Scroll Toplayer, Toplayer, Interstitial, Wideboard, Video, Wallpaper,

xHtml, Sponsored Link, Article, Videostitial.

2012.H2 method:

Rich Media - an advertising type consisting of any format type using interactions (without inscreen, dwell and end) or consisting of any of the following ad format types: Preroll,

Brandmark, Expand, Pop-up/Pop-under, Scroll Toplayer, Toplayer, Interstitial, Wideboard, Video, Wallpaper, xHtml, Sponsored Link, Article, Videostitial.

Why mobile stats appeared: mobile becomes the strategic part of most of the advertising campaigns with dedicated creative formats and landing pages therefore it is important to evaluate how big is the share of the audience watching the advertisement via mobile browsers.

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Analysed countries

Bulgaria Croatia Czech Rep.

Hungary Latvia

Lithuania Poland Romania Serbia Slovakia

Slovenia Ukraine

New countries joined

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Average CTR and CTR – how it’s calculated?

gemiusAdMonitor H2 2012 report features CTR (click-through-rate) as the indicator of effectiveness as it is a metric which is commonly available for most online advertising campaigns and one of the most comparable. Still, a complete analysis of an advertising campaign effectiveness requires measuring by more than one metric and this is why Gemius also provides its clients with several additional tools to do so.

Average CTR

This method is consistent with the previous waves of the research. Average CTR is an average of cookie clicks / cookie impressions quotients which is calculated per each creative-placement pair. This way each creative-placement pair is treated equally no matter how many impressions were noted.

CTR

This method treats each creative-placement pair based on it’s size in terms of the number of impressions. The method is taking a quotient of the total number of cookie clicks / total number of cookie impressions of the given node, whether it is a market sector or a format type. This way campaigns with less impressions have less impact on the resulting CTR making larger campaigns more influential. In effect the more impressions on the given creative-placement pair, the more influence it will have on the resulting CTR.

Content

About the report 3


Mobile trends 36



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Average CTR and CTR by country

Source: gemiusDirectEffect/AdOcean 2012 H2

1,15%

0,62%

0,58%

0,45%

0,39%

0,38%

0,35%

0,30%

0,30%

0,29%

0,28%

0,26%

0,95%

0,36%

0,36%

0,31%

0,19%

0,18%

0,10%

0,09%

0,14%

0,19%

0,11%

0,13%

0,00% 0,20% 0,40% 0,60% 0,80% 1,00% 1,20% 1,40%

Ukraine

Poland

Slovakia

Croatia

Bulgaria

Czech Republic

Latvia

Lithuania

Slovenia

Romania

Hungary

Serbia

Average CTR CTR

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Average CTR by country and format type*


(*) format types are defined in the methodology and definitions section of the report

3,79%

2,17%

1,39%

1,27%

1,13%

1,09%

1,09%

1,06%

0,97%

0,95%

0,84%

0,72%

0,33%

0,39%

0,30%

0,17%

0,16%

0,21%

0,25%

0,21%

0,17%

0,19%

0,20%

0,18%

0,00% 0,50% 1,00% 1,50% 2,00% 2,50% 3,00% 3,50% 4,00%

Ukraine

Slovakia

Bulgaria

Romania

Slovenia

Poland

Latvia

Lithuania

Hungary

Croatia

Czech Republic

Serbia

Rich Media Regular Banners

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Average CTR by country - trend

0,62%

0,56%

0,29%

0,32%

0,35%

0,30%

0,26%

0,30%

0,27%

0,15%

1,15%

0,62%

0,58%

0,45%

0,39%

0,38%

0,35%

0,30%

0,30%

0,29%

0,28%

0,26%

0,00% 0,20% 0,40% 0,60% 0,80% 1,00% 1,20% 1,40%

Ukraine

Poland

Slovakia

Croatia

Bulgaria

Czech Republic

Latvia

Lithuania

Slovenia

Romania

Hungary

Serbia

2012.H1 2012.H2


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Share of campaigns using specific ad format types*– Bulgaria



93,4%

16,1%

2,2% 1,8% 1,6% 1,4% 0,2% 1,9%0,00%

0,50%

1,00%

1,50%

2,00%

2,50%

3,00%

3,50%

4,00%

4,50%

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

100,0%

CTR

Cam

paig

n sh

are

Campaign share Average CTR CTR

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Share of campaigns using specific ad format types* – Croatia



87,2%

13,3% 11,3%8,9%

3,9%6,9%

0,00%

0,50%

1,00%

1,50%

2,00%

2,50%

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

100,0%

CTR

Cam

paig

n sh

are


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Share of campaigns using specific ad format types* – Czech Republic



81,6%

30,4%25,3%

9,1%

2,3% 2,1%

0,00%

0,50%

1,00%

1,50%

2,00%

2,50%

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

100,0%

CTR

Cam

paig

n sh

are


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92,2%

35,0%

10,6% 8,8% 6,7% 6,4% 5,8% 5,6% 4,0% 2,6% 1,0%3,5%

0,00%

0,50%

1,00%

1,50%

2,00%

2,50%

3,00%

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

100,0%

CTR

Cam

paig

n sh

are


Share of campaigns using specific ad format types* – Hungary



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94,4%

4,7% 3,8% 1,9% 1,2% 0,9% 0,5% 0,6%0,00%

0,20%

0,40%

0,60%

0,80%

1,00%

1,20%

1,40%

1,60%

1,80%

2,00%

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

100,0%

CTR

Cam

paig

n sh

are


Share of campaigns using specific ad format types* – Latvia



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90,8%

9,2% 8,4% 8,0%3,3% 1,7% 0,5% 0,4%

0,00%

0,50%

1,00%

1,50%

2,00%

2,50%

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

100,0%

CTR

Cam

paig

n sh

are


Share of campaigns using specific ad format types* – Lithuania



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Share of campaigns using specific ad format types* – Poland



59,9%

30,2%

20,4%

13,8%9,1% 9,0% 8,8%

5,3% 4,1% 2,6% 2,2% 0,9% 3,2%

0,00%

0,50%

1,00%

1,50%

2,00%

2,50%

3,00%

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

100,0%

CTR

Cam

paig

n sh

are


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Share of campaigns using specific ad format types* – Romania



88,4%

20,5%

4,6% 3,0% 1,8% 1,5% 1,1% 0,5% 1,5%0,00%

1,00%

2,00%

3,00%

4,00%

5,00%

6,00%

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

100,0%

CTR

Cam

paig

n sh

are


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Share of campaigns using specific ad format types* – Serbia



91,3%

11,8% 10,6%

1,9% 1,9% 1,9%0,00%

0,50%

1,00%

1,50%

2,00%

2,50%

3,00%

3,50%

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

100,0%

CTR

Cam

paig

n sh

are


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Share of campaigns using specific ad format types* – Slovakia



84,6%

8,5% 8,2%4,8% 3,7% 2,5% 1,1% 0,6% 0,9%

0,00%

0,50%

1,00%

1,50%

2,00%

2,50%

3,00%

3,50%

4,00%

4,50%

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

100,0%

CTR

Cam

paig

n sh

are


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Share of campaigns using specific ad format types* – Slovenia



98,9%

1,6% 1,6% 1,9%0,00%

0,50%

1,00%

1,50%

2,00%

2,50%

3,00%

3,50%

4,00%

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

100,0%

CTR

Cam

paig

n sh

are


23

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Share of campaigns using specific ad format types* – Ukraine



50,8%

39,0% 37,3%

10,2%

0,00%

1,00%

2,00%

3,00%

4,00%

5,00%

6,00%

7,00%

8,00%

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

100,0%

CTR

Cam

paig

n sh

are


24

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Top 5 most popular ad formats – Share of campaigns (1/6)


72,69%

23,57%

8,59%

1,37%

0,22%

66,67%

27,68%

27,12%

22,60%

12,99%

0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00%

300x250

728x90

300x600

940x210

616x89

300x250

300x600

970x250

728x90

160x600

Bulg

aria

Croa

tia

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40,43%

40,00%

30,11%

26,02%

7,96%

67,32%

61,45%

48,95%

39,91%

27,11%

0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00%

300x600

300x300

970x210

300x250

970x310

300x250

728x90

468x120

250x250

970x250

Czec

h Re

publ

icH

unga

ry

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19,51%

16,10%

12,02%

9,40%

3,22%

22,57%

15,23%

11,60%

8,22%

7,80%

0,00% 5,00% 10,00% 15,00% 20,00% 25,00%

250x250

995x100

980x90

250x400

420x260

300x250

750x100

300x600

995x100

980x200

Latv

iaLi

thua

nia

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77,50%

53,75%

8,33%

3,33%

2,50%

64,16%

6,85%

6,39%

5,48%

4,22%

0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00% 90,00%

300x250

728x90

300x600

300x300

250x180

300x300

300x600

120x600

990x200

160x600

Serb

iaSl

ovak

ia

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46,20%

45,65%

19,84%

4,62%

4,08%

70,00%

53,33%

23,33%

23,33%

10,00%

0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00%

160x600

300x250

728x90

300x600

1000x150

300x250

240x350

240x400

728x240

728x90

Slov

enia

Ukr

aine

30

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Top 5 most popular ad formats – Average CTR, CTR (1/6)


0,44%

0,30%

0,26%

0,24%

0,14%

0,27%

0,22%

0,15%

0,11%

0,10%

0,65%

0,23%

0,15%

0,10%

0,12%

0,22%

0,20%

0,14%

0,08%

0,07%

0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70%

940x210

300x600

300x250

728x90

616x89

970x250

160x600

300x600

728x90

300x250

Bulg

aria

Croa

tia

Average CTR CTR

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0,25%

0,18%

0,13%

0,11%

0,08%

0,31%

0,13%

0,09%

0,08%

0,07%

0,18%

0,17%

0,09%

0,08%

0,06%

0,30%

0,06%

0,05%

0,05%

0,04%

0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35%

300x600

970x210

300x300

970x310

300x250

970x250

300x250

728x90

468x120

250x250

Czec

h Re

publ

icH

unga

ry

Average CTR CTR

32

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0,23%

0,21%

0,15%

0,13%

0,12%

0,27%

0,22%

0,21%

0,19%

0,12%

0,18%

0,12%

0,04%

0,05%

0,12%

0,23%

0,16%

0,10%

0,11%

0,03%

0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30%

420x260

995x100

250x250

250x400

980x90

980x200

750x100

300x600

995x100

300x250

Latv

iaLi

thua

nia

Average CTR CTR

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1,29%

0,18%

0,13%

0,13%

0,06%

0,49%

0,47%

0,40%

0,26%

0,12%

1,44%

0,08%

0,07%

0,12%

0,06%

0,37%

0,21%

0,20%

0,12%

0,11%

0,00% 0,20% 0,40% 0,60% 0,80% 1,00% 1,20% 1,40% 1,60%

300x300

728x90

300x250

300x600

250x180

990x200

300x600

300x300

160x600

120x600

Serb

iaSl

ovak

ia

Average CTR CTR

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0,21%

0,19%

0,13%

0,13%

0,12%

0,45%

0,28%

0,27%

0,23%

0,15%

0,08%

0,14%

0,11%

0,08%

0,07%

0,55%

0,52%

0,29%

0,20%

0,17%

0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60%

160x600

300x600

1000x150

728x90

300x250

728x90

240x350

300x250

728x240

240x400

Slov

enia

Ukr

aine

Average CTR CTR

About the report 3


Mobile trends 36



37

gemiusAdMonitor//

Desktop/mobile share of ad impressions by quarters – Bulgaria

Source: gemiusDirectEffect 2012

98,8% 98,6% 97,3% 97,3%

1,2% 1,4%2,7% 2,7%

80,0%

82,0%

84,0%

86,0%

88,0%

90,0%

92,0%

94,0%

96,0%

98,0%

100,0%

2012.Q1 2012.Q2 2012.Q3 2012.Q4

Desktop (%) Mobile (%)

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Desktop/mobile share of ad impressions by quarters – Croatia


97,9% 97,8% 97,1% 96,8%

2,1% 2,2%2,9% 3,2%

80,0%

82,0%

84,0%

86,0%

88,0%

90,0%

92,0%

94,0%

96,0%

98,0%

100,0%

2012.Q1 2012.Q2 2012.Q3 2012.Q4


39

gemiusAdMonitor//

Desktop/mobile share of ad impressions by quarters – Czech Republic


98,7% 98,3% 97,6% 97,6%

1,3% 1,7%2,4% 2,4%

80,0%

82,0%

84,0%

86,0%

88,0%

90,0%

92,0%

94,0%

96,0%

98,0%

100,0%

2012.Q1 2012.Q2 2012.Q3 2012.Q4


40

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Desktop/mobile share of ad impressions by quarters – Hungary


98,1% 97,7% 95,3% 96,2%

1,9% 2,3%

4,7%3,8%

80,0%

82,0%

84,0%

86,0%

88,0%

90,0%

92,0%

94,0%

96,0%

98,0%

100,0%

2012.Q1 2012.Q2 2012.Q3 2012.Q4


41

gemiusAdMonitor//

Desktop/mobile share of ad impressions by quarters – Latvia


98,4% 98,0% 97,5% 96,9%

1,6% 2,0% 2,5%3,1%

80,0%

82,0%

84,0%

86,0%

88,0%

90,0%

92,0%

94,0%

96,0%

98,0%

100,0%

2012.Q1 2012.Q2 2012.Q3 2012.Q4


42

gemiusAdMonitor//

Desktop/mobile share of ad impressions by quarters – Lithuania


98,4% 98,2% 97,5% 95,4%

1,6% 1,8%2,5%

4,6%

80,0%

82,0%

84,0%

86,0%

88,0%

90,0%

92,0%

94,0%

96,0%

98,0%

100,0%

2012.Q1 2012.Q2 2012.Q3 2012.Q4


43

gemiusAdMonitor//

Desktop/mobile share of ad impressions by quarters – Poland


99,4% 99,2% 98,8% 98,4%

0,6% 0,8% 1,2% 1,6%

80,0%

82,0%

84,0%

86,0%

88,0%

90,0%

92,0%

94,0%

96,0%

98,0%

100,0%

2012.Q1 2012.Q2 2012.Q3 2012.Q4


44

gemiusAdMonitor//

Desktop/mobile share of ad impressions by quarters – Romania


99,0% 98,6% 98,5% 97,9%

1,0% 1,4% 1,5%2,1%

80,0%

82,0%

84,0%

86,0%

88,0%

90,0%

92,0%

94,0%

96,0%

98,0%

100,0%

2012.Q1 2012.Q2 2012.Q3 2012.Q4


45

gemiusAdMonitor//

Desktop/mobile share of ad impressions by quarters – Serbia


97,1% 96,7% 96,0% 95,5%

2,9% 3,3%4,0% 4,5%

80,0%

82,0%

84,0%

86,0%

88,0%

90,0%

92,0%

94,0%

96,0%

98,0%

100,0%

2012.Q1 2012.Q2 2012.Q3 2012.Q4


46

gemiusAdMonitor//

Desktop/mobile share of ad impressions by quarters – Slovakia


97,8% 97,6% 97,0% 96,6%

2,2% 2,4%3,0% 3,4%

80,0%

82,0%

84,0%

86,0%

88,0%

90,0%

92,0%

94,0%

96,0%

98,0%

100,0%

2012.Q1 2012.Q2 2012.Q3 2012.Q4


47

gemiusAdMonitor//

Desktop/mobile share of ad impressions by quarters – Slovenia


97,8% 97,7% 95,4% 97,0%

2,2% 2,3%

4,6%

3,0%

80,0%

82,0%

84,0%

86,0%

88,0%

90,0%

92,0%

94,0%

96,0%

98,0%

100,0%

2012.Q1 2012.Q2 2012.Q3 2012.Q4


48

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Desktop/mobile share of ad impressions by quarters – Ukraine


98,5% 97,1% 98,1% 97,7%

1,5%2,9%

1,9% 2,3%

80,0%

82,0%

84,0%

86,0%

88,0%

90,0%

92,0%

94,0%

96,0%

98,0%

100,0%

2012.Q1 2012.Q2 2012.Q3 2012.Q4


About the report 3


Mobile trends 36



50

gemiusAdMonitor//

Share of ad impressions by sectors – Bulgaria


14,3%

13,5%

12,0%

8,2%4,6%4,3%

4,1%

4,1%

2,4%1,6%

1,4%

0,8%0,8%0,5%0,3%0,1%

26,9%

Household Equipment, Furniture And Decorations

Media, Books, CD & DVD

Finance, Insurance, Brokerage

Leisure Time

Telecommunications

Food

Automotive

Beverages and Alcohol

Pharmaceuticals

Computers and Audio Video

Personal Care and Hygiene

Real Estate

Travel, Tourism, Hotels & Restaurants

Clothing & Accessories

Household Products

Trade

Other

51

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Average CTR, CTR by sectors – Bulgaria


Clothing & AccessoriesAutomotiveReal Estate

Beverages and AlcoholComputers and Audio Video

Personal Care and HygieneFood

PharmaceuticalsFinance, Insurance, Brokerage

Household ProductsHousehold Equipment, Furniture And Decorations

TelecommunicationsTravel, Tourism, Hotels & Restaurants

Media, Books, CD & DVDLeisure Time

Trade

Average CTR CTR

52

gemiusAdMonitor//

Share of ad impressions by sectors – Croatia


24,0%

16,6%

13,3%10,4%

7,9%

7,8%

5,8%

2,7%2,1%

0,8%

8,6%


Automotive




Food


Telecommunications


Trade

Other

53

gemiusAdMonitor//

Average CTR, CTR by sectors – Croatia



Trade



Automotive

Telecommunications

Food




Average CTR CTR

54

gemiusAdMonitor//

Share of ad impressions by sectors – Czech Republic


36,4%

12,5%12,3%

5,4%

4,9%

4,1%

3,0%

2,9%

2,9%1,7%

1,5%

1,4%1,1%1,1%0,7%

7,9%


Automotive



Telecommunications


Trade

Leisure Time

Food

Real Estate



Pharmaceuticals

Household Products


Other

55

gemiusAdMonitor//

Average CTR, CTR by sectors – Czech Republic




Food


Leisure Time

Automotive


Telecommunications


Trade

Pharmaceuticals


Household Products


Real Estate

Average CTR CTR

56

gemiusAdMonitor//

Share of ad impressions by sectors – Hungary


27,8%

27,5%10,0%

5,9%

3,9%

3,8%

3,4%

3,2%2,9%

2,1%2,1%

1,4%1,2%0,7%0,6%

3,5%

Telecommunications


Automotive

Food

Trade


Pharmaceuticals


Leisure Time


Household Products





Other

57

gemiusAdMonitor//

Average CTR, CTR by sectors – Hungary


Leisure Time



Food


Household Products




Automotive

Pharmaceuticals

Trade

Telecommunications



Average CTR CTR

58

gemiusAdMonitor//

Share of ad impressions by sectors – Latvia


16,8%

15,6%

10,0%

9,5%7,8%

7,5%

4,2%

4,2%

2,5%2,3%2,1%

1,0%0,9%0,9%0,5%0,4%

14,0%

Trade


Leisure Time

Automotive

Telecommunications


Pharmaceuticals



Real Estate


Food




Household Products

Other

59

gemiusAdMonitor//

Average CTR, CTR by sectors – Latvia


TelecommunicationsFood

Computers and Audio VideoPersonal Care and Hygiene

Finance, Insurance, BrokerageBeverages and Alcohol

AutomotiveClothing & Accessories

Travel, Tourism, Hotels & RestaurantsReal Estate

TradeHousehold Equipment, Furniture And Decorations

PharmaceuticalsHousehold Products

Leisure TimeMedia, Books, CD & DVD

Average CTR CTR

60

gemiusAdMonitor//

Share of ad impressions by sectors – Lithuania


18,8%

18,8%

11,7%8,7%

5,5%

5,2%

4,9%

3,2%

2,8%

2,3%2,3%

2,3%1,3%

1,1%0,8%

10,5%

Leisure Time

Trade


Automotive


Real Estate

Pharmaceuticals




Telecommunications

Food




Other

61

gemiusAdMonitor//

Average CTR, CTR by sectors – Lithuania





Automotive

Food

Telecommunications

Pharmaceuticals


Leisure Time





Trade

Real Estate

Average CTR CTR

62

gemiusAdMonitor//

Share of ad impressions by sectors – Poland


25,1%

14,2%

9,9%8,2%

7,7%

6,6%

6,4%

3,9%

3,3%2,5%

2,3%2,0%

1,7%1,3%0,4%0,1%

4,3%

Telecommunications


Automotive

Trade


Food




Pharmaceuticals




Leisure Time

Household Products

Real Estate

Other

63

gemiusAdMonitor//

Average CTR, CTR by sectors – Poland


Leisure TimeMedia, Books, CD & DVD

Personal Care and HygieneFood

Travel, Tourism, Hotels & RestaurantsPharmaceuticals

Clothing & AccessoriesBeverages and Alcohol

TelecommunicationsHousehold Products


Computers and Audio VideoAutomotive

Finance, Insurance, BrokerageReal Estate

Average CTR CTR

64

gemiusAdMonitor//

Share of ad impressions by sectors – Romania


19,2%

18,5%

11,4%10,1%

4,2%

4,0%

3,3%

2,3%2,0%2,0%1,8%1,6%1,3%

1,1%0,9%0,1%

15,9%

Trade


Automotive

Leisure Time

Telecommunications




Real Estate

Pharmaceuticals

Food


Household Products




Other

65

gemiusAdMonitor//

Average CTR, CTR by sectors – Romania


Personal Care and HygieneBeverages and Alcohol

Household ProductsLeisure Time

FoodClothing & Accessories

Media, Books, CD & DVDPharmaceuticals


Computers and Audio VideoAutomotive

Travel, Tourism, Hotels & RestaurantsReal Estate

TelecommunicationsFinance, Insurance, Brokerage

Average CTR CTR

66

gemiusAdMonitor//

Share of ad impressions by sectors – Serbia


46,4%

10,7%

9,4%

6,7%

6,1%

5,7%

3,9%2,8%

1,7%

1,3%1,3%

4,0%

Telecommunications



Automotive



Food


Leisure Time

Trade


Other

67

gemiusAdMonitor//

Average CTR, CTR by sectors – Serbia


Leisure Time


Trade


Automotive

Food





Telecommunications

Average CTR CTR

68

gemiusAdMonitor//

Share of ad impressions by sectors – Slovakia


28,0%

21,5%

9,0%

7,5%

4,8%

4,4%

4,3%

3,2%2,0%

1,9%1,5%

1,3%1,1%0,5%0,4%0,1%

8,7%

Telecommunications



Automotive

Food




Trade



Real Estate

Pharmaceuticals


Leisure Time

Household Products

Other

69

gemiusAdMonitor//

Average CTR, CTR by sectors – Slovakia


TelecommunicationsFood

Personal Care and HygieneReal Estate

Household ProductsAutomotive

Beverages and AlcoholFinance, Insurance, Brokerage

PharmaceuticalsTrade

Household Equipment, Furniture And DecorationsComputers and Audio Video

Travel, Tourism, Hotels & RestaurantsClothing & Accessories

Media, Books, CD & DVDLeisure Time

Average CTR CTR

70

gemiusAdMonitor//

Share of ad impressions by sectors – Slovenia


35,3%

13,5%9,8%

6,6%

3,8%

3,7%

3,7%

3,1%1,2%1,0%

0,4%0,3%0,1%

17,4%


Automotive

Trade

Telecommunications



Food


Leisure Time


Household Products

Pharmaceuticals


Other

71

gemiusAdMonitor//

Average CTR, CTR by sectors – Slovenia


Household Products

Telecommunications






Leisure Time

Trade

Automotive

Pharmaceuticals

Food


Average CTR CTR

72

gemiusAdMonitor//

Share of ad impressions by sectors – Ukraine


40,3%

22,9%

13,7%

12,6%

4,8%5,7%

Trade



Telecommunications


Other

73

gemiusAdMonitor//

Average CTR, CTR by sectors – Ukraine




Telecommunications

Trade


Average CTR CTR

About the report 3


Mobile trends 36



75

Methodology//

• The source of the data is gemiusDirectEffect/AdOcean research, which is one of the most frequently used advertisement monitoring systems in the CEE region.

• Formats typical for mailing were excluded from the research.

• Every campaign having place in the analyzed period was included in the research, except the ones that had less than 1000 impressions in the analyzed period.

• The presented data on ad impressions and ad clicks are cookie events.

• In market sectors, the „other” category contains all the remaining sectors not defined in the research and all other sectors where the number of campaigns from that sector was smaller than 5 in the analyzed period.

Methodology (1/2)

76

Methodology//

• 17 market sectors were distinguished for the research:

– Clothing & Accessories (clothes, shoes, jewelry, bags)– Automotive (cars, trucks, patrol, gas, tires, motors, bicycles)– Beverages and Alcohol (juices, beers, soda, wine, champagne, energy drinks, vodka, mineral

water, tea, coffee)– Computers and Audio Video (notebooks, computer accessories, CD players , cameras)– Finance, Insurance, Brokerage (banks, insurance, credit institutions)– Food (sweets, cakes, bread, rolls, meat, fruits, vegetables, rice, noodles)– Household Equipment, Furniture And Decorations (furniture, small household goods, dishes)– Household Products (washing powders, air freshener, washing up liquid)– Leisure Time (cinema, theatre, toys, concerts)– Media, Books, CD & DVD (movies, television stations, radio stations, audiobooks)– Personal Care and Hygiene (cosmetics, perfumes, eyeliners, lipsticks, massage, all body care

products, all make up products, body lotions)– Pharmaceuticals (vitamins, antibiotics, pain killers, all pills and medicine equipment)– Real Estate (real estate agencies, housing associations, developers)– Telecommunications (internet, mobile phones, mobile network)– Trade (super-and hypermarkets, shops, warehouses, video rental )– Travel, Tourism, Hotels & Restaurants (hotels, public transport, buses, trains, planes, travel

agencies)– Other

Methodology (2/2)

77

Definitions of concepts //

Definitions of concepts (1/2)

• Creative – a graphic, static or dynamic, advertisement placed on websites.

• Ad format – the size of a creative expressed in pixels (e.g. 300x300).

• Ad format type – the type of a creative expressed in letters or pixels (e.g.,300x300, Preroll, 250x250, Wallpaper).

• Creative area - ad area in pixels, calculated by multiplying ad height by ad width.

• Advertising type – all creatives categorized by type (regular banners, rich media, unrecognized formats).

• Unrecognized formats – an advertising type consisting of creatives which format and type was not recognized.

• Regular Banners – advertising type consisting of ad formats (creatives expressed in pixels).

• Rich Media – an advertising type consisting of any format type using interactions (without inscreen, dwell and end) or consisting of any of the following ad format types: Preroll, Brandmark, Expand, Pop-up/Pop-under, Scroll Toplayer, Toplayer, Interstitial, Wideboard, Video, Wallpaper, xHtml, Sponsored Link, Article, Videostitial.

• Campaign – a marketing campaign in which specific creatives are displayed.

78

Definitions of concepts //

Definitions of concepts (2/2)

• Most often used ad format types – most popular format types determined by the number of creatives in that format.

• Ad impression – a single instance of a creative being displayed.

• Ad click – a single instance of a creative being clicked.• Average CTR (Click Through Ratio) – average of quotients (cookie clicks / cookie

impressions) for each creative-placement pair of the given ad format. • CTR (Click Through Ratio) – cookie clicks / cookie impressions for the 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.• Desktop/mobile share of ad impressions – based on campaigns starting and ending in

the analyzed period. The desktop/mobile distinction relies on browser type categorization in which the impression was noted.

• 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.

• Most often used ad formats by sectors – top three most often used ad formats in particular sectors.

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gemiusDirectEffect Product ManagerTamas Acs

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80

JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus.

De facto currency: Lithuania, Latvia, Estonia, Bulgaria, Bosnia, Croatia

Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia)

Gemius as the currency in online measurement

Documents

gemiusAdMonitor report Warsaw, April 2013 The most popular and effective display ads H2 2012 Bulgaria Croatia Czech Rep. Hungary Latvia Ukraine Lithuania