Download pdf - Most popular display ads - gemiusAdMonitor report, Q3 - Q4 2014

Most popular display ads

gemiusAdMonitor report, Q3 - Q4 2014

www.gemius.com

2

About the report 3

Results for CEE countries 6

Most popular ad format types 12

Most popular ad formats 26

Methodology and definitions 54

Content

3

About the report 3





Content

4

About gemiusAdMonitor report

gemiusAdMonitor is a periodical report prepared by Gemius. The source of data are gemiusDirectEffect and AdOcean ad server,

which are the leading online advertisement monitoring systems in the CEE region.

This wave of gemiusAdMonitor presents a ranking of the most popular forms of online advertising and click-through rate for

them.

What can be found in this report?

➜ Average CTR and CTR by country

➜ Average CTR by country and advertising type

➜ CTR by country and advertising type

➜ Campaign share by country and advertising type

➜ Impression share by country and advertising type

➜ Most popular ad format types by country

➜ Average CTR and CTR for most popular ad format types

➜ Top 5 most popular ad formats

➜ Average CTR and CTR for top 5 most popular ad formats

5

Analyzed countries

Bulgaria Croatia Czech Rep. Hungary Latvia

Lithuania Poland Romania Serbia Slovakia Slovenia

Estonia

6

About the report 3





Content

7Source: gemiusDirectEffect/AdOcean 2014 Q3-Q4

Average CTR and CTR by country

0.49%

0.35%

0.28%

0.33% 0.33% 0.33%

0.42%

0.68%

0.40%

0.16%

0.38%

0.49%

0.21% 0.20%0.23%

0.10%

0.16%

0.09% 0.09%

0.30% 0.31%

0.14%

0.38%

0.25%

0,00%

0,10%

0,20%

0,30%

0,40%

0,50%

0,60%

0,70%

0,80%

Bulgaria Croatia CzechRepublic

Estonia Hungary Latvia Lithuania Poland Romania Serbia Slovakia Slovenia

Average CTR CTR


Average CTR by country and advertising type*

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

0.29%0.22% 0.22%

0.30%0.23% 0.21%

0.27% 0.30% 0.26%

0.13%0.23% 0.20%

1.29%

0.52%

0.39% 0.39%

1.15%

1.37% 1.33%

0.86%

1.18%

0.38%

1.74%

1.08%

0,00%

0,20%

0,40%

0,60%

0,80%

1,00%

1,20%

1,40%

1,60%

1,80%

2,00%



Regular Banners Rich Media


CTR by country and advertising type*


0.11% 0.11%0.16%

0.11% 0.10%0.06% 0.08%

0.13%0.19%

0.09%0.15%

0.10%

0.83%

0.48%

0.33%

.0,11%

0.41%0.37%

0.51%0.46%

1.04%

0.30%

1.18%

0.47%

0,00%

0,20%

0,40%

0,60%

0,80%

1,00%

1,20%

1,40%





Campaign share by country and advertising type*


89%82% 84%

96%

87%92% 92%

41%

92%87%

82%

97%

36%42% 42%

10%

34%

12%

22%

84%

25%21%

27%

10%

0,00%

20,00%

40,00%

60,00%

80,00%

100,00%

120,00%





Impression share by country and advertising type*


84%80%

71%

95%

84%

97% 96%

49%

87% 89%

83%

95%

16%20%

29%

5%

16%

3% 4%

51%

13% 11%

17%

5%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%

100,00%




12

About the report 3





Content


Most popular ad format types – Bulgaria

88.5

0%

21.1

2%

8.21

%

7.03

%

1.99

%

1.57

%

0.47

%

2.54

%

83.6

8%

8.52

%

0.88

%

5.65

%

0.35

%

0.18

%

0.02

%

0.73

%

0,00%

1,00%

2,00%

3,00%

4,00%

5,00%

6,00%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

RegularBanners

Wallpaper Video Article Expand Preroll Videostitial Other RichMedia

Campaign share Impression share Average CTR CTR


Most popular ad format types – Croatia

81.6

3%

32.4

9%

5.95

%

4.34

%

3.73

%

80.2

6%

15.3

1%

1.35

%

1.97

%

1.12

%

0,00%

0,20%

0,40%

0,60%

0,80%

1,00%

1,20%

1,40%

1,60%

1,80%

2,00%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Regular Banners Wallpaper Video Expand Other Rich Media



Most popular ad format types – Czech Republic

84.1

6%

18.0

7%

12.2

9%

11.5

2%

7.58

%

2.05

%

0.94

%

0.73

%

70.5

2%

7.66

%

8.13

%

6.69

%

0.92

%

0.14

%

0.20

%

5.73

%

0,00%

0,50%

1,00%

1,50%

2,00%

2,50%

3,00%

3,50%

4,00%

4,50%

5,00%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

RegularBanners

Video Wallpaper Article Wideboard Preroll Interstitial Other RichMedia



Most popular ad format types – Estonia

96.2

5%

3.90

%

2.77

%

2.75

%

2.09

%

0.14

%

95.2

7%

1.09

%

2.95

%

0.45

%

0.21

%

0.02

%

0,00%

0,20%

0,40%

0,60%

0,80%

1,00%

1,20%

1,40%

1,60%

1,80%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Regular Banners Video Expand Artykuł Preroll Other Rich Media


Article


Most popular ad format types – Hungary

86.7

2%

9.62

%

7.89

%

6.56

%

6.46

%

4.16

%

3.36

%

1.36

%

1.20

%

0.80

%

1.73

%

83.6

0%

9.42

%

0.69

%

0.29

%

0.96

%

0.94

%

0.23

%

0.09

%

1.68

%

0.10

%

1.99

%

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

SponsoredLink

Wallpaper Preroll Article Video Interstitial Toplayer xHtml Expand Other RichMedia



Most popular ad format types – Latvia

92.3

2%

4.08

%

3.31

%

1.92

%

1.51

%

0.98

%

0.94

%

0.45

%

0.61

%

96.9

0%

0.84

%

0.34

%

0.23

%

0.08

%

1.37

%

0.18

%

0.03

%

0.02

%

0,00%

1,00%

2,00%

3,00%

4,00%

5,00%

6,00%

7,00%

8,00%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

RegularBanners

SponsoredLink

Video Expand Toplayer Article Wallpaper Interstitial Other RichMedia



Most popular ad format types – Lithuania

92.2

7%

7.77

%

6.41

%

4.72

%

3.34

%

1.36

%

0.78

%

0.07

%

96.1

7%

1.30

%

2.02

%

0.17

%

0.08

%

0.11

%

0.15

%

0.00

%

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 Article Video Preroll Brandmark Expand Other RichMedia



Most popular ad format types – Poland

41.4

2%

26.9

3%

21.6

1%

17.1

7%

15.7

4%

11.9

6%

6.64

%

3.68

%

3.02

%

2.41

%

0.77

%

11.9

0%

48.6

2%

5.09

%

24.2

9%

8.63

%

1.90

%

2.70

%

2.15

%

0.89

%

0.29

%

0.31

%

0.07

%

5.05

%

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%



Most popular ad format types – Romania

91.7

6%

16.0

0%

4.79

%

1.68

%

1.67

%

1.00

%

0.51

%

0.18

%

0.57

%

87.2

5%

6.82

%

3.06

%

0.35

%

0.49

%

0.37

%

0.19

%

0.18

%

1.29

%

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%

RegularBanners

Interstitial Video Preroll Expand Article Toplayer Brandmark Other RichMedia



Most popular ad format types – Serbia

86.6

8%

11.8

8%

4.54

%

2.93

%

1.04

%

0.35

%

0.55

%

89.3

0%

6.82

%

1.78

%

1.57

%

0.35

%

0.01

%

0.17

%

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%

Regular Banners Wallpaper Video Expand Toplayer Preroll Other Rich Media



Most popular ad format types – Slovakia

82.1

0%

15.6

8%

5.94

%

3.46

%

3.33

%

1.05

%

2.68

%

82.9

9%

8.75

%

1.97

%

0.60

%

0.04

%

0.20

%

5.45

%

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 Video Preroll Expand Article Interstitial Other Rich Media



Most popular ad format types – Slovenia

97.0

7%

2.69

%

2.44

%

5.86

%

94.5

8%

1.63

%

0.45

%

3.34

%

0,00%

0,50%

1,00%

1,50%

2,00%

2,50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Regular Banners Video Toplayer Other Rich Media


25

About the report 3





Content


Top 5 most popular ad formats – campaign/impression share – Bulgaria

2%

1%

5%

30%

38%

5%

7%

15%

18%

66%

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

980x200

960x200

300x600

728x90

300x250

Campaign share Impression share


Top 5 most popular ad formats – campaign/impression share – Croatia

3%

11%

26%

29%

14%

1%

8%

38%

39%

43%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

300x100

728x90

300x250

300x600

970x250



Top 5 most popular ad formats – campaign/impression share

– Czech Republic

5%

6%

8%

7%

20%

14%

16%

17%

21%

23%

0% 5% 10% 15% 20% 25%

998x200

970x100

160x600

300x300

300x600



Top 5 most popular ad formats – campaign/impression share

– Estonia

2%

1%

3%

5%

12%

8%

8%

8%

13%

13%

0% 2% 4% 6% 8% 10% 12% 14%

1235x600

300x300

995x200

995x150

250x400



Top 5 most popular ad formats – campaign/impression share – Hungary

4%

6%

8%

18%

35%

20%

23%

27%

38%

45%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

970x250

640x360

468x120

728x90

300x250



Top 5 most popular ad formats – campaign/impression share – Latvia

1%

1%

16%

5%

20%

4%

5%

12%

17%

24%

0% 5% 10% 15% 20% 25% 30%

740x300

980x150

250x400

995x100

250x250



Top 5 most popular ad formats – campaign/impression share – Lithuania

7%

18%

3%

5%

5%

8%

9%

12%

13%

21%

0% 5% 10% 15% 20% 25%

250x350

300x250

995x180

250x500

300x600



Top 5 most popular ad formats – campaign/impression share – Poland

3%

6%

7%

7%

19%

18%

20%

26%

34%

54%

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

160x600

300x600

750x300

300x250

750x200



Top 5 most popular ad formats – campaign/impression share – Romania

3%

5%

9%

22%

30%

7%

13%

25%

49%

56%

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

970x250

300x600

160x600

728x90

300x250



Top 5 most popular ad formats – campaign/impression share – Serbia

2%

1%

3%

20%

42%

3%

4%

7%

25%

65%

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

990x100

970x250

300x600

728x90

300x250



Top 5 most popular ad formats – campaign/impression share – Slovakia

1%

1%

3%

11%

55%

3%

4%

5%

14%

70%

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

600x200

940x100

990x200

300x600

300x300



Top 5 most popular ad formats – campaign/impression share – Slovenia

1%

3%

4%

11%

49%

9%

9%

19%

23%

74%

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

970x250

1000x150

300x600

728x90

300x250



Top 5 most popular ad formats – campaign/impression share – Ukraine

31%

30%

29%

66%

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

240x400

300x250



Top 5 most popular ad formats – average CTR/CTR – Bulgaria

0.23%

0.29%

0.22%

0.06%

0.11%

0.25%

0.37%

0.25%

0.21%

0.23%

0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40%

980x200

960x200

300x600

728x90

300x250

Average CTR CTR


Top 5 most popular ad formats – average CTR/CTR – Croatia

0.10%

0.04%

0.08%

0.11%

0.26%

0.09%

0.06%

0.16%

0.17%

0.40%

0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40% 0,45%

300x100

728x90

300x250

300x600

970x250

Average CTR CTR


Top 5 most popular ad formats – average CTR/CTR – Czech Republic

0.47%

0.11%

0.10%

0.09%

0.14%

0.43%

0.17%

0.11%

0.22%

0.19%

0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40% 0,45% 0,50%

998x200

970x100

160x600

300x300

300x600

Average CTR CTR


Top 5 most popular ad formats – average CTR/CTR – Estonia

1.10%

0.45%

0.21%

0.17%

0.06%

1.26%

0.52%

0.23%

0.20%

0.14%

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

1235x600

300x300

995x200

995x150

250x400

Average CTR CTR


Top 5 most popular ad formats – average CTR/CTR – Hungary

0.20%

0.15%

0.04%

0.07%

0.06%

0.29%

0.18%

0.09%

0.15%

0.14%

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

970x250

640x360

468x120

728x90

300x250

Average CTR CTR


Top 5 most popular ad formats – average CTR/CTR – Latvia

0.10%

0.10%

0.02%

0.16%

0.03%

0.13%

0.12%

0.09%

0.19%

0.07%

0,00% 0,02% 0,04% 0,06% 0,08% 0,10% 0,12% 0,14% 0,16% 0,18% 0,20%

740x300

980x150

250x400

995x100

250x250

Average CTR CTR


Top 5 most popular ad formats – average CTR/CTR – Lithuania

0.03%

0.03%

0.25%

0.07%

0.15%

0.05%

0.20%

0.26%

0.13%

0.25%

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

250x350

300x250

995x180

250x500

300x600

Average CTR CTR


Top 5 most popular ad formats – average CTR/CTR – Poland

0.13%

0.19%

0.18%

0.10%

0.16%

0.17%

0.24%

0.32%

0.25%

0.24%

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

160x600

300x600

750x300

300x250

750x200

Average CTR CTR


Top 5 most popular ad formats – average CTR/CTR – Romania

0.34%

0.18%

0.08%

0.11%

0.11%

0.41%

0.27%

0.14%

0.20%

0.17%

0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40% 0,45%

970x250

300x600

160x600

728x90

300x250

Average CTR CTR


Top 5 most popular ad formats – average CTR/CTR – Serbia

0.05%

0.20%

0.11%

0.06%

0.06%

0.13%

0.25%

0.17%

0.09%

0.10%

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

990x100

970x250

300x600

728x90

300x250

Average CTR CTR


Top 5 most popular ad formats – average CTR/CTR – Slovakia

0.20%

0.41%

0.22%

0.22%

0.11%

0.25%

0.36%

0.27%

0.20%

0.21%

0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40% 0,45%

600x200

940x100

990x200

300x600

300x300

Average CTR CTR


Top 5 most popular ad formats – average CTR/CTR – Slovenia

0.39%

0.08%

0.18%

0.14%

0.06%

0.40%

0.17%

0.28%

0.16%

0.10%

0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40% 0,45%

970x250

1000x150

300x600

728x90

300x250

Average CTR CTR

51

About the report 3





Content

52

Methodology

• The source of data are the gemiusDirectEffect and AdOcean ad servers, which are the leading online

advertisement monitoring systems in the CEE region.

• Formats typical for e-mailing were excluded from the research.

• Campaigns that had fewer than 1000 impressions in the analyzed period were excluded from the research.

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

53

• 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).

• 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 in-screen, 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.

Definitions of concepts

54

Definitions of concepts

• Most often used ad format types – most popular format types used by at least 5 campaigns determined by the

campaign share for 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.

• Campaign share – share of campaigns using specific ad formats, the percentage of campaigns that use a given

creative format in the total number of campaigns.

• Impression share – share of impressions when using specific ad formats, the percentage of impressions that

use a given creative format in the total number of impressions.

55

What is more... a wide range of market level benchmarks

• popularity of advertising forms based on share of impressions or share of campaigns using them,

• effectiveness of advertising forms based on CTR%, interaction rate etc.,

• popularity of advertising placement types based on share of impressions,

• effectiveness of advertising placement types based on CTR%, interaction rate etc.,

• description of an average advertising campaign based on average reach, real user frequency, number of

impressions, clicks etc.,

• description of the Internet population in connection with online advertising: share of clicks on ads or interaction

with ads in a month, profile of clickers vs. online population etc.,

• share of voice measurement based on share of impressions,

• share of PC vs. mobile impressions.

If you would like to learn more about the advertising market, please contact your local Gemius

representative!

We provide information around the following topics:

Contact us!

Gemius SA

Postępu 18B Street

02-676 Warsaw

[email protected]

+48 22 378 30 59

www.gemius.com

mailto:[email protected]