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gemiusA
dMonitor
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Warsaw, May 2011
Online display advertising in Romania
gemiusAdMonitorMost popular and effective display ads
in 4th quarter of 2010
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gemiusA
dMonitor
About the report
• gemiusAdMonitor is a periodic report made by Gemius. The source of the data is thegemiusDirectEffect research, which is the leading online advertisement monitoringsystem in the CEE region. gemiusAdMonitor presents the ranking of most popularonline ad formats and a wide range of indicators for display campaigns. Moreover, thereport describes the advertising activity within chosen sectors of online market suchas: finance, telecommunication and other.
• Information in the report:
o Most often used ad formats
o Average number of impressions per creative for given ad formats
o Average number of clicks per creative for given ad formats
o Average CTR for most often used ad formats
o Share of campaigns using specific ad formats
o Share of campaigns by sectors
o Share of ad impressions by sectors
o Share of ad clicks by sectors
o Average CTR for specific sectors
o Average number of ad impressions per campaign by specific sectors
o Average number of ad clicks per campaign by specific sectors
o Most often used ad formats by sectors
gemiusAdMonitor
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gemiusA
dMonitor
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Most popular advertising forms
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gemiusA
dMonitor
Key findings
• 728 x 90, 300 x 250, and 160 x 600 were the most popular ad formats present on the Romanian market in the 4th quarter of 2010. They were not only used more frequently than other formats but also the majority of the campaigns applied them. Among these formats 300 x 250 and 728 x 90 turned out to be the leading formats and were each used by 67% and 63% of campaigns respectively.
• The interesting thing is that the popularity of given formats does not highly correspond with their effectiveness. The three most popular formats [728 x 90, 300 x 250, and 160 x 600] did not reach the highest CTR (Click-Through Ratio) values and amounted to 0,35%, 0,34%, and 0,31% respectively.
• The most effective format in terms of gaining clicks turned out to be the one that was the most intrusive. The highest result was gained by 500x600, where the average CTR was equal to 2,59%.
• Creative sizes with the highest average number of impressions per creative appeared to be 620 x 200 (with 1,44 mil impressions on average), 120 x 600 (with 0,73 mil impressions on average), and 980 x 100 (with 0,65 mil impressions on average).
gemiusAdMonitor
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gemiusA
dMonitor
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
Most often used ad formats
gemiusAdMonitor
41,4%
40,9%
12,8%
1,0%
0,5%
0,1%
0,1%
0,1%
0,1%
0,1%
0,1%
0,1%
0,0%
0,0%
0,0%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
728x90
300x250
160x600
728x400
728x300
950x50
500x600
300x600
620x200
633x200
120x600
1000x120
468x60
200x200
980x100
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0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusA
dMonitor
15 most popular formats - Average number of impressions per creative for given ad formats
gemiusAdMonitor
1,44
0,73
0,65
0,45
0,41
0,20
0,15
0,10
0,05
0,04
0,03
0,03
0,02
0,01
0,00
0,0 0,2 0,4 0,6 0,8 1,0 1,2 1,4 1,6
620x200
120x600
980x100
200x200
468x60
950x50
1000x120
633x200
300x600
300x250
160x600
728x90
500x600
728x300
728x400
Millions
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
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gemiusA
dMonitor
15 most popular formats - Average number of clicks per creative for given ad formats
gemiusAdMonitor
3,22
1,34
0,78
0,58
0,56
0,29
0,19
0,13
0,13
0,06
0,06
0,05
0,05
0,04
0,04
0,0 0,5 1,0 1,5 2,0 2,5 3,0 3,5
950x50
620x200
980x100
468x60
120x600
1000x120
500x600
200x200
300x600
728x90
728x400
633x200
300x250
728x300
160x600
Thousands
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
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08
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0 1 0 1 0 1
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0 1 1 0 1 0 1
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gemiusA
dMonitor
15 most popular formats - Average CTR (click through ratio)
gemiusAdMonitor
2,59%
1,87%
1,57%
0,97%
0,75%
0,43%
0,38%
0,35%
0,34%
0,31%
0,30%
0,21%
0,20%
0,15%
0,06%
0,00% 0,50% 1,00% 1,50% 2,00% 2,50% 3,00%
500x600
200x200
950x50
728x400
728x300
980x100
300x600
728x90
300x250
160x600
468x60
1000x120
620x200
120x600
633x200
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
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0 1 0 1 0 1 0 1
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0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusA
dMonitor
15 most popular formats - Share of campaigns usingspecific formats *
* The numbers do not sum up to 100% as a campaign can use more than one form.
gemiusAdMonitor
66,5%
63,1%
28,8%
1,1%
1,0%
0,9%
0,9%
0,8%
0,8%
0,7%
0,6%
0,5%
0,5%
0,4%
0,4%
0% 10% 20% 30% 40% 50% 60% 70%
300x250
728x90
160x600
728x400
468x60
300x600
120x600
728x300
1000x120
980x100
620x200
950x50
500x600
633x200
200x200
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
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Chosen market sectors
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gemiusA
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Key findings
• As far as market sectors are concerned Trade and Finance, Insurance, Brokerage are the ones with the greatest share of campaigns (15,6% and 14,2% respectively). Campaigns concerning Media, Books, CD & DVD and Telecommunications have taken the next places with 11,1% and 11,0%.
• Taking impressions into consideration the relation for the top 3 remains the same, except that Finance, Insurance, Brokerage moved on a first position, with share of impressions of 24,9%. The impressions per campaign indicator with almost 4 mil. is the highest in Leisure Time sector, leaving Household, Equipment, Furniture and Decorations behind with 3,25 mil. Out of the remaining sectors, there are 6 with over 1 mil. impressions per campaign and the differences between them in these terms are not large.
• Except for Clothing & Accessories sector (for which the CTR percentage value amounts to 2,72%), the average CTR does not differ much among other branches, with the average result oscillating around 0,36%. The lowest result is obtained by the Beverages and Alcohol sector (amounting to 0,16%).
• 728 x 90 format is observed as the most popular ad format in all of the analyzed sectors. It is present in the top 3 most popular ad formats of each analyzed sector.
gemiusAdMonitor
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gemiusA
dMonitor
Share of campaigns by sectors
gemiusAdMonitor
15,6%
14,2%
11,1%
11,0%10,3%
5,2%
4,4%
3,9%
3,0%
1,7%1,5%1,1%1,0%
0,9%0,7% 14,2%
Trade
Finance, Insurance, Brokerage
Media, Books, CD & DVD
Telecommunications
Automotive
Leisure Time
Food
Travel and Tourism
Computers and Audio Video
Household Equipment, Furniture And Decorations
Personal Care and Hygiene
Beverages and Alcohol
Pharmaceuticals
Real Estate
Clothing & Accessories
Other
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
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013
0 1 0 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusA
dMonitor
Share of impressions by sectors
gemiusAdMonitor
24,9%
16,3%
13,5%
12,4%
3,9%
3,4%
3,3%
2,7%
2,2%
1,9%1,3%1,1%
1,0%
0,5%
0,1%
11,4%
Finance, Insurance, Brokerage
Trade
Media, Books, CD & DVD
Leisure Time
Automotive
Telecommunications
Household Equipment, Furniture And Decorations
Food
Personal Care and Hygiene
Travel and Tourism
Clothing & Accessories
Computers and Audio Video
Pharmaceuticals
Beverages and Alcohol
Real Estate
Other
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
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0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusA
dMonitor
Share of clicks by sectors
gemiusAdMonitor
15,6%
15,5%
12,9%
11,7%
9,2%
5,0%
4,8%
2,3%1,5%1,1%1,0%1,0%
0,8%0,2%0,2%
17,0%
Leisure Time
Finance, Insurance, Brokerage
Media, Books, CD & DVD
Trade
Telecommunications
Automotive
Food
Clothing & Accessories
Personal Care and Hygiene
Travel and Tourism
Pharmaceuticals
Household Equipment, Furniture And Decorations
Computers and Audio Video
Real Estate
Beverages and Alcohol
Other
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
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015
0 1 0 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusA
dMonitor
Average number of ad impressions per campaign by sectors
gemiusAdMonitor
3,96
3,25
3,16
2,93
2,46
2,03
1,74
1,64
1,03
0,83
0,75
0,64
0,63
0,52
0,24
0 1 2 3 4 5
Leisure Time
Household Equipment, Furniture And Decorations
Clothing & Accessories
Finance, Insurance, Brokerage
Personal Care and Hygiene
Media, Books, CD & DVD
Trade
Pharmaceuticals
Food
Travel and Tourism
Beverages and Alcohol
Computers and Audio Video
Automotive
Telecommunications
Real Estate
Millions
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
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016
0 1 0 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusA
dMonitor
Average number of ad clicks per campaign by sectors
gemiusAdMonitor
9,10
8,37
3,28
3,10
3,07
2,89
2,85
2,34
2,11
1,68
1,36
0,78
0,78
0,74
0,47
0 2 4 6 8 10
Clothing & Accessories
Leisure Time
Media, Books, CD & DVD
Food
Finance, Insurance, Brokerage
Personal Care and Hygiene
Pharmaceuticals
Telecommunications
Trade
Household Equipment, Furniture And Decorations
Automotive
Computers and Audio Video
Travel and Tourism
Real Estate
Beverages and Alcohol
Thousands
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
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017
0 1 0 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusA
dMonitor
Average CTR (click through ratio) by sectors
gemiusAdMonitor
2,72%
0,63%
0,51%
0,44%
0,43%
0,39%
0,39%
0,37%
0,37%
0,34%
0,32%
0,31%
0,26%
0,23%
0,16%
0,00% 0,50% 1,00% 1,50% 2,00% 2,50% 3,00%
Clothing & Accessories
Automotive
Real Estate
Household Equipment, Furniture And Decorations
Telecommunications
Pharmaceuticals
Food
Finance, Insurance, Brokerage
Leisure Time
Personal Care and Hygiene
Media, Books, CD & DVD
Trade
Computers and Audio Video
Travel and Tourism
Beverages and Alcohol
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
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018
0 1 0 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusA
dMonitor
Most often used ad formats by sectors (1/2)
gemiusAdMonitor
Automotive 2301 Beverages and Alcohol 137
728x90 49% 1138 300x250 55% 7600%
300x250 32% 732 160x600 19% 2600%
728x300 4% 99 728x90 18% 2400%
Other 14% 33200% Other 8% 1100%
Clothing & Accessories 157 Computers and Audio Video 841
728x90 38% 59 300x250 44% 372
620x200 21% 33 728x90 40% 340
655x100 19% 30 160x600 12% 98
Other 22% 3500% Other 4% 3100%
Finance, Insurance, Brokerage 5507 Food 1555
728x90 46% 2547 300x250 38% 585
300x250 38% 2086 728x90 36% 556
160x600 7% 371 160x600 20% 305
Other 9% 50300% Other 7% 10900%
Household Equipment, Furniture And Decorations 326 Leisure Time 1913
300x250 42% 136 160x600 34% 658
728x90 38% 124 300x250 29% 548
300x500 10% 33 728x90 28% 537
Other 10% 3300% Other 9% 17000%
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
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019
0 1 0 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusA
dMonitor
Most often used ad formats by sectors (2/2)
gemiusAdMonitor
Media, Books, CD & DVD 7158 Personal Care and Hygiene 599
728x90 43% 3105 300x250 35% 211
300x250 42% 3007 728x90 30% 177
160x600 11% 792 728x650 14% 83
Other 4% 25400% Other 21% 12800%
Pharmaceuticals 728 Real Estate 271
300x250 36% 259 728x90 77% 209
728x90 26% 188 728x300 19% 51
160x600 17% 127 300x250 4% 11
Other 21% 15400% Other 0% 0%
Telecommunications 3567 Trade 19082
300x250 51% 1811 728x90 49% 9320
728x90 30% 1054 300x250 46% 8772
160x600 17% 593 160x600 5% 949
Other 3% 10900% Other 0% 4100%
Travel and Tourism 817
300x250 60% 491
728x90 23% 191
160x600 12% 102
Other 4% 3300%
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
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020
0 1 0 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
01101
gemiusA
dMonitor
Methodological note
• The source of the data is the gemiusDirectEffect research, which is one of the most often used advertisement monitoring systems in the CEE region.
• Formats typical for online messengers and mailing were excluded from the research – the scope of analysis are the display advertisements on websites.
• Every campaign having place in the scrutinised quarter was included in the research, except the ones that had less than 1000 impressions in the analysedperiod.
• The presented data on ad impressions concerns cookie impressions.
• Average CTR (click through ratio) - an average of quotients (cookie clicks/cookie impressions) for each creative of a given ad format/sector.
• 17 market sectors were distinguished for the research.
• For the most popular sectors the „others” category gathers all branches, for which frequency of occurrence was smaller than 5.
gemiusAdMonitor
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dMonitor
Definitions (1/2)
gemiusAdMonitor
• Creative – a graphic static or dynamic advertisement placed on websites
• Creative form – a sort of creation, which name is dependant of the size and the way
of displaying (e.g. Scroll, Expand, toplayer).
• Ad format – the size of a creative showed in pixels (e.g. 300x300).
• Ad impression – a single display of a creative.
• Campaign – marketing campaign, within which specific creatives were displayed.
• Most often used ad formats – The relation between the number of each of creatives
being one of 15 most popular forms of creative 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 clicks per creative for given ad formats – average number of
cookie clicks per creative in a given creative form.
• Average CTR (click through ratio) – average of quotients (cookie clicks/cookie
impressions) for each creative of a given ad format.
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0 1 0 1 0 0 1 0 1 0 1 0 1
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0 1 0 0 0 1 0 1 1 1 0 1 0 1
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0 1 1 0 1 0 1
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Definitions (2/2)
gemiusAdMonitor
• Share of campaigns using specific ad formats – the percentage of campaigns that use
a given creative format in the total number of campaigns.
• 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.
• Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in the
total number of clicks.
• 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 CTR (click through ratio) by sectors – average of quotients (cookie
clicks/cookie impressions) for each creative of a given sector.
• Most often used ad formats by sectors – top three most often used ad formats in
particular sectors.
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0 1 0 1 0 0 1 0 0 1
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0 1 0 1 0 0 1
01101
gemiusA
dMonitor
0 1 0 0 0 1 0 1 0 1 0 1
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0 1 0 0 0 1 0 1 1 1 0 1 0 1
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01101
Gemius SA
Wołoska 7 Street
02-675 Warsaw, PL
www.gemius.com
Phone: +4822 390 90 90
Fax: +4822 874 41 01
Contact with sales department:[email protected]
![ROI in the age of keyword not provided [Mozinar]](https://img.dokumen.tips/doc/110x75/53eabc7a8d7f7289708b51f7/roi-in-the-age-of-keyword-not-provided-mozinar.jpg)
