Gemius adMonitor - martie 2015

Users engaging with online ads

gemiusAdMonitor report, March 2015

www.gemius.com

2

About the report 3

Results for CEE countries 6

Profile of users generating clicks and impressions

9

Profile of CTR and share of clicking users

16

Methodology and definitions 29

Content

3

About the report 3



9


16


Content

4

About gemiusAdMonitor report

gemiusAdMonitor is a periodical report prepared by Gemius. The source of

data are gemiusDirectEffect which is the leading online advertisement

monitoring system in the CEE region, and gemiusProfileEffect.

What can be found in this report?

• CTR and share of clicking users

• Socio-demographic profile of users generating clicks, impressions, CTR

and share of clicking users

5

Analyzed countries

Bulgaria Croatia Czech Rep.

Estonia Hungary Latvia

Lithuania Poland Romania Serbia Slovakia Slovenia

Ukraine

6

About the report 3



9


16


Content

7Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014

, TG: 16-69

CTR by country

0.89%

0.71%

0.52% 0.52%0.47%

0.45% 0.44%0.41%

0.37% 0.36%0.31%

0.27%

0.21%

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

0.70%

0.80%

0.90%

1.00%


, TG: 16-69

Share of clicking users

32%

21% 21%

16%15% 14%

12%11% 11% 11% 11% 10%

7%

0%

5%

10%

15%

20%

25%

30%

35%

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About the report 3



9


16


Content


, TG: 16-69

Profile of users generating impressions by country – gender

50% 48% 50% 53% 52% 54% 54% 51% 52% 49% 51% 48% 52%

50% 52% 50% 47% 48% 46% 46% 49% 48% 51% 49% 52% 48%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

female male


, TG: 16-69

Profile of users generating clicks by country – gender

44% 45%50%

56% 54% 51% 53% 51% 52%45%

50% 48%56%

56% 55%50%

44% 46% 49% 47% 49% 48%55%

50% 52%44%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

female male


, TG: 16-69

Profile of users generating impressions by country - age

20% 21%16% 13%

18% 18% 19% 22% 22% 22% 20% 15%24%

26% 23%

22% 25%23% 26% 23%

29%24% 25% 27%

23%

30%

23% 28%

26% 20%

26% 22% 23%

21%26% 27% 23%

24%

22%

18% 15%

18%22%

17% 20% 22%15% 15% 17%

18%20%

14%

13% 13%18% 20% 16% 15% 13% 13% 13% 10% 13% 17%

10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

16-24 25-34 35-44 45-54 55-69


, TG: 16-69

Profile of users generating clicks by country - age

21%

8%14% 18% 13% 16% 17% 21%

26%19% 17% 17%

27%

25%

20%

21% 15% 19%26% 25%

28% 21%26%

24% 23%

33%

24%

30%23%

22%28%

25% 22%

21% 22%22%

24% 22%

19%

17%

22% 19% 21%18%

19% 21%15% 16% 21%

19% 20%

12%

13%20% 23% 24% 21%

15% 16% 14% 14% 13% 16% 17%9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

16-24 25-34 35-44 45-54 55-69


, TG: 16-69

Profile of users generating impressions by country – education

9% 6% 8% 13%18%

12% 10%4%

11% 13% 9% 10% 6%

58%

52%

68% 61%58%

54%51% 64%

54%59% 67%

54%

44%

33%42%

24% 26% 24%35% 39%

32% 35%28% 24%

36%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

elementary or lower secondary or incomplete secondary higher or incomplete higher


, TG: 16-69

Profile of users generating clicks by country - education

8%3% 6%

19% 16% 12% 12%3% 7% 9% 7% 8% 6%

59%

58%

73%54% 59%

56% 56%64% 58%

63% 70%

52%50%

33%39%

21%26% 25%

32% 31% 33% 34%28%

23%

40% 43%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


16

About the report 3



9


16


Content


, TG: 16-69

CTR by country – gender

0.22%

0.25%

0.37%

0.33%

0.45%

0.44%

0.45%

0.45%

0.53%

0.54%

0.60%

0.71%

0.88%

0.20%

0,.30%

0.28%

0.39%

0.29%

0.38%

0.42%

0.44%

0.43%

0.49%

0.41%

0.72%

0.91%

0.00% 0.20% 0.40% 0.60% 0.80% 1.00%

Hungary

Latvia

Serbia

Czech Republic

Lithuania

Slovakia

Poland

Slovenia

Bulgaria

Estonia

Romania

Croatia

Ukraine

male female


, TG: 16-69

CTR by country – age (1)

0.56%

0.50%

1.15%

0.81%

0.38%

0.51%

0.92%

0.73%

0.53%

0.39%

0.67%

0.72%

0.55%

0.45%

0.58%

0.96%

0.65%

0.65%

0.29%

1.08%

0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40%

Estonia

Romania

Croatia

Ukraine

16-24 25-34 35-44 45-54 55-69


, TG: 16-69


0.40%

0.44%

0.42%

0.62%

0.40%

0.39%

0.40%

0.48%

0.42%

0.40%

0.40%

0.49%

0.38%

0.43%

0.46%

0.41%

0.48%

0.51%

0.66%

0.46%

0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70%

Slovakia

Poland

Slovenia

Bulgaria

16-24 25-34 35-44 45-54 55-69


, TG: 16-69


0.21%

0.31%

0.35%

0.31%

0.41%

0.20%

0.26%

0.34%

0.48%

0.32%

0.19%

0.26%

0.28%

0.33%

0.33%

0.18%

0.27%

0.27%

0.32%

0.40%

0.38%

0.27%

0.31%

0.46%

0.40%

0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60%

Hungary

Latvia

Serbia

Czech Republic

Lithuania

16-24 25-34 35-44 45-54 55-69


, TG: 16-69

CTR by country – education (1)

0.44%

0.50%

0.46%

0.44%

0.61%

0.74%

0.45%

0.45%

0.52%

0.56%

0.83%

1.04%

0.49%

0.48%

0.74%

0.56%

0.48%

1.19%

0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40%

Slovenia

Bulgaria

Estonia

Romania

Croatia

Ukraine



, TG: 16-69

CTR by country – education (2)

0.17%

0.26%

0.31%

0.28%

0.28%

0.37%

0.38%

0.20%

0.28%

0.30%

0.38%

0.37%

0.41%

0.46%

0.39%

0.27%

0.35%

0.48%

0.77%

0.56%

0.52%

0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70% 0.80% 0.90%

Hungary

Latvia

Serbia

Czech Republic

Lithuania

Slovakia

Poland



, TG: 16-69

Share of clicking users by country – gender

7.8%

9.8%

10.8%

11.2%

11.6%

10.6%

12.2%

12.9%

15.9%

15.4%

20.3%

21.6%

32.6%

7.1%

11.1%

10.7%

11.3%

11.3%

12.2%

12.7%

15.9%

13.3%

17.3%

21.1%

19.7%

32.1%

0% 5% 10% 15% 20% 25% 30% 35%

Estonia

Croatia

Czech Republic

Romania

Slovenia

Serbia

Lithuania

Bulgaria

Ukraine

Latvia

Slovakia

Hungary

Poland

male female


, TG: 16-69

Share of clicking users by country – age (1)

16.3%

26.0%

28.2%

35.5%

15.1%

22.7%

22.5%

32.9%

18.5%

21.8%

21.9%

32.6%

16.5%

18.2%

17.4%

31.6%

14.5%

17.5%

15.1%

31.0%

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

Latvia

Slovakia

Hungary

Poland

16-24 25-34 35-44 45-54 55-69


, TG: 16-69


14.8%

14.5%

14.8%

13.2%

14.1%

11.8%

13.7%

12.2%

9.3%

12.0%

14.6%

12.9%

11.8%

13.8%

14.0%

15.9%

9.9%

10.7%

15.3%

16.7%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Serbia

Lithuania

Bulgaria

Ukraine

16-24 25-34 35-44 45-54 55-69


, TG: 16-69


9.0%

16.7%

13.6%

12.0%

11.5%

7.2%

15.2%

11.1%

12.4%

11.2%

8.1%

11.2%

9.6%

9.5%

10.9%

4.6%

9.1%

10.6%

9.9%

11.5%

9.7%

3.8%

9.2%

13.4%

12.7%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Estonia

Croatia

Czech Republic

Romania

Slovenia

16-24 25-34 35-44 45-54 55-69


, TG: 16-69

Share of clicking users by country – education (1)

14.4%

12.8%

15.1%

20.1%

21.4%

32.8%

14.6%

16.6%

17.0%

21.5%

20.9%

32.3%

13.4%

15.3%

16.9%

16.2%

19.1%

28.3%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%

Bulgaria

Ukraine

Latvia

Slovakia

Hungary

Poland



, TG: 16-69

Share of clicking users by country – education (2)

7.5%

9.7%

9.3%

11.1%

12.6%

11.3%

10.1%

6.7%

11.7%

11.5%

12.2%

11.1%

12.2%

13.8%

10.8%

5.1%

8.3%

7.2%

9.3%

8.3%

14.4%

0% 2% 4% 6% 8% 10% 12% 14% 16%

Estonia

Croatia

Czech Republic

Romania

Slovenia

Serbia

Lithuania


29

About the report 3



9


16


Content

30

Methodology

• The source of data are the gemiusDirectEffect which is the leading online advertisement monitoring system in the CEE

region, and gemiusProfileEffect .

• The gemiusProfileEffect study makes use of the two data sources: campaign monitoring system

AdOcean/gemiusDirectEffect and the gemiusAudience research. The structure of the analyzed campaigns is presented in

a hierarchical form, in which the particular structure elements are defined by the gemiusDirectEffect computational

scripts. These scripts are embedded in the creative codes of the campaigns and are responsible for all kinds of event

monitoring occurring there (impressions, clicks, etc.). For each structure element of the campaign, the Real Users metric

is calculated as well as behavioral data. The calculated campaigns reach is used in the process of sample correction and

is consistent with the gemiusDirectEffect system. The gemiusProfileEffect research population is defined as all internet

users of the given country (defined as people using the internet at least once a month, permanently residing in the given

country), which during the campaign period visited at least one of the websites covered by the site-centric system in the

given market. The sampling operator is a set of cookie files registered by the gemiusTraffic system, and the rules for

users sampling are defined by the gemiusAudience methodology. The users represented by cookies are invited to take

part in the research via survey issuance. In the validation process those cookies are chosen which with high probability

represent only one user and were active throughout the whole analyzed period. Those surveys are removed for which

there exist probability of unreliability. Then the sample is adjusted according to the socio-demographic and behavioral

characteristics gaining representativeness. In the last step, among cookie users which fall into the representative sample

of users are chosen those which presence was registered on the analyzed campaign (or group of campaigns) in the

analyzed period. The socio-demographic distribution of registered users on the given campaign are determined taking

31

Definitions of concepts

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

• CTR (Click Through Ratio) – cookie clicks / cookie impressions

• Share of clicking users –number of Real Users who performed at least one click /

number of Real Users who saw at least one impression of analyzed campaigns.

32

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 on the following topics:

Thank you!

Gemius Romania

Strada Semicercului, Nr 12,

sector 1, Bucuresti

Phone: 0723 437 911

Mail: [email protected]

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Twitter.com/GemiusRomania

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