1. Online display advertising in Czech Republic gemiusAdMonitorMost popular and effective display ads in 4th quarter of 2010

2. About the report gemiusAdMonitoris a periodic report made by Gemius. The source of the data is the gemiusDirectEffect research, which is the leading online advertisement monitoring system in the CEE region. gemiusAdMonitorpresents the ranking of most popular online ad formats and a wide range of indicators for display campaigns. Moreover, the report describes the advertising activity within chosen sectors of online market such as: finance, telecommunication and other. Information in the report: Most often used ad formats Average number of impressions per creative for given ad formats Average number of clicksper 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 clicks by sectors Average CTR for specific sectors Average number of ad impressions per campaign by specific sectors Averagenumber of clicks per campaign by specificsectors Most often used ad formats by sectors gemiusAdMonitor

3. Most popular advertising formats

4. Key findings 300x300, 480x300, and 300x250 were the most common ad formats present on the Czech 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 atleast one of them. Among these formats 300x300 turned out to be the indisputable leader and was used by 50,2% campaigns. Average number of impressions per creative did not correspond highly neither with the popularity of a format among advertisers, nor with the number of campaigns using it.Only 300x250 format isamongthethree most viewed. However, considering this indicator the leader turned out to be 418x120, with 2,39 mil. impressions. The highestaverage CTR value was reached by the 800x600 ad format. It amounted to a very high (whencompared to otherformats) value of1,99%. The average number of impressions per thisad format amounted to 120.000, which placed it on the last position in the ranking of top 15 ad formatsintheseterms. The lowest CTR was noted for the 300x60 ad format, with a value of 0,05%. The least used ad format by the campaigns was of the size 970x100. The share of campaigns using this ad format amounted to 5,1%. gemiusAdMonitor

5. Most oftenusedad formats source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic

6. 15 most oftenusedformats - Average number of impressions per creativeforgiven ad formats source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic

7. 15 most oftenusedformats - Average number of clicks per creativeforgiven ad formats source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic

8. 15 most oftenusedformats - Average CTR (click through ratio) source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic

9. 15 most oftenusedformats - Share of campaignsusingspecific ad formats * source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic * The numbers do not sum up to 100% as a campaign can use more than one form.

10. Chosen market sectors

11. Keyfindings As far as market sectors are concerned Finance, Automotive and Telecommunications are the ones with the greatest share of campaigns .With21,2%, 19 and 14,5% respectivelytheyconsitutethegreatest part of allcampaignsin Czech Republic . Campaigns concerning Beverages and Alcoholhavetakenthenext place with 5,8%. Takingshares of impressions into consideration the relation remains more or less the same, with Automotive moving on the fourth place. Finance isevenlarger-almost one out of three impressions is generated by a creative from thissector, and together with Telecommunications they account for more than a half of the overall impressions volume. The impressions per campaign indicator with more than 22 mil. is the highest in Beverages and Alcohol sector, leaving Telecommunications on the second place (almost 19 mil.). Whenclicksareconcerned, itisalsoBeverages and Alcoholsectorwhichleadsthe ranking, withalmostfourtimesmoreclicks per campaignthanTelecommunications. The highest CTR was noticed for the Automotivesector, with a percentage value of 0,35%. The lowest CTR was reached by the Pharmaceuticals sector, amounting only to 0,11%. In case of Czech Republic, CTR split by categoriesseemsquitebalanced. gemiusAdMonitor

12. Share ofcampaigns by sectors source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic

13. Share of ad impressions by sectors source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic

14. Share of ad clicks by sectors source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic

15. Average number of ad impressions per campaign by sectors source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic

16. Average number of ad clicks per campaign by sectors source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic

17. Average CTR (click through ratio) by sectors source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic

18. Most often used ad formats by sectors (1/2) source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic

19. Most often used ad formats by sectors (2/2) source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic

20. Methodological note The source of the data is the gemiusDirectEffect research, which is one of the most often used advertisement monitoring systems in 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 scrutinisedquarterwas included in the research, except the ones that had less than 1000 impressions in the analysed period. 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

22. Creative form – a sort of creation, which name is dependant of the size and the way of displaying (e.g. Scroll, Expand, toplayer).

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

24. Ad impression – a single display of a creative.

25. Campaign – marketing campaign, within which specific creatives were displayed.

26. 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.

27. Average number of impressions per creative for given ad formats – average number of cookie impressions per creative in a given creative form.

28. Average number of clicks per creative for given ad formats – average number of cookie clicks per creative in a given creative form.

30. Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.

31. Share of ad impressions by sectors – the percentage of cookie impressions for a given sector in the total number of impressions.

32. Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in the total number of clicks.

33. Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in the total number of clicks.

34. 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.

35. Average CTR (click through ratio) by sectors – average of quotients (cookie clicks/cookie impressions) for each creative of a given sector.