2. 02
gemiusAdMonitor
gemiusAdMonitor
// About the report
• gemiusAdMonitor is 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. gemiusAdMonitor presents 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:
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
01101
o Share of campaigns by sectors
010 00101 110101
o Share of ad impressions by sectors
0101 001001
o Share of ad clicks by sectors
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0101 001010101
o Average CTR for specific sectors
010101
0100 0001011
0101 001010101
01 o Average number of ad impressions per campaign by specific sectors
010 10101
Average number of ad clicks per campaign by specific sectors
0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101 o
0101 001001
o Most often used ad formats by sectors
4. 04
gemiusAdMonitor
gemiusAdMonitor
// 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%.
01101
• Creative sizes with the highest average number of impressions per creative appeared
010 00101 110101
to be 620 x 200 (with 1,44 mil impressions on average), 120 x 600 (with 0,73 mil
0101 001001
impressions on average), and 980 x 100 (with 0,65 mil impressions on average).
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0101 001010101
010101
0100 0001011 01
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001
11. 011
gemiusAdMonitor
gemiusAdMonitor
// 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%).
01101 • 728 x 90 format is observed as the most popular ad format in all of the analyzed
010 00101 110101 sectors. It is present in the top 3 most popular ad formats of each analyzed sector.
0101 001001
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0101 001010101
010101
0100 0001011 01
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001
12. 012
gemiusAdMonitor
gemiusAdMonitor
// Share of campaigns by sectors
Trade
Finance, Insurance, Brokerage
Media, Books, CD & DVD
0,7% 14,2% 15,6%
0,9% Telecommunications
Automotive
1,0%
1,1% Leisure Time
1,5%
1,7% Food
3,0% 14,2% Travel and Tourism
3,9% Computers and Audio Video
Household Equipment, Furniture And Decorations
4,4%
Personal Care and Hygiene
5,2% 11,1% Beverages and Alcohol
01101
Pharmaceuticals
010 00101 110101 10,3%
11,0% Real Estate
0101 001001
Clothing & Accessories
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0101 001010101
Other
010101
0100 0001011 01
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
13. 013
gemiusAdMonitor
gemiusAdMonitor
// Share of impressions by sectors
Finance, Insurance, Brokerage
0,5% Trade
1,0% Media, Books, CD & DVD
11,4%
0,1% Leisure Time
1,1% 24,9%
1,3% Automotive
1,9%
Telecommunications
2,2%
2,7% Household Equipment, Furniture And Decorations
3,3% Food
Personal Care and Hygiene
3,4%
Travel and Tourism
3,9%
Clothing & Accessories
16,3%
Computers and Audio Video
01101
12,4% Pharmaceuticals
010 00101 110101
13,5% Beverages and Alcohol
0101 001001
Real Estate
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0101 001010101
Other
010101
0100 0001011 01
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
14. 014
gemiusAdMonitor
gemiusAdMonitor
// Share of clicks by sectors
Leisure Time
Finance, Insurance, Brokerage
Media, Books, CD & DVD
17,0% 15,6%
Trade
Telecommunications
1,0% Automotive
1,0% 0,2%
1,1% 0,2% Food
1,5% 0,8%
2,3% 15,5% Clothing & Accessories
Personal Care and Hygiene
4,8%
Travel and Tourism
5,0% Pharmaceuticals
Household Equipment, Furniture And Decorations
01101 12,9%
9,2% Computers and Audio Video
010 00101 110101
11,7% Real Estate
0101 001001
Beverages and Alcohol
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0101 001010101
Other
010101
0100 0001011 01
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
15. 015
gemiusAdMonitor
gemiusAdMonitor
// Average number of ad impressions per campaign by sectors
Leisure Time 3,96
Household Equipment, Furniture And Decorations 3,25
Clothing & Accessories 3,16
Finance, Insurance, Brokerage 2,93
Personal Care and Hygiene 2,46
Media, Books, CD & DVD 2,03
Trade 1,74
Pharmaceuticals 1,64
Food 1,03
Travel and Tourism 0,83
Beverages and Alcohol 0,75
Computers and Audio Video 0,64
01101 Automotive 0,63
010 00101 110101 Telecommunications 0,52
0101 001001 Real Estate 0,24
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0101 001010101 0 1 2 3 4 5
010101
0100 0001011 01
0101 001010101 Millions
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
16. 016
gemiusAdMonitor
gemiusAdMonitor
// Average number of ad clicks per campaign by sectors
Clothing & Accessories 9,10
Leisure Time 8,37
Media, Books, CD & DVD 3,28
Food 3,10
Finance, Insurance, Brokerage 3,07
Personal Care and Hygiene 2,89
Pharmaceuticals 2,85
Telecommunications 2,34
Trade 2,11
Household Equipment, Furniture And Decorations 1,68
Automotive 1,36
Computers and Audio Video 0,78
01101 Travel and Tourism 0,78
010 00101 110101 Real Estate 0,74
0101 001001 Beverages and Alcohol 0,47
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0101 001010101 0 2 4 6 8 10
010101
0100 0001011 01
0101 001010101 Thousands
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
17. 017
gemiusAdMonitor
gemiusAdMonitor
// Average CTR (click through ratio) by sectors
Clothing & Accessories 2,72%
Automotive 0,63%
Real Estate 0,51%
Household Equipment, Furniture And Decorations 0,44%
Telecommunications 0,43%
Pharmaceuticals 0,39%
Food 0,39%
Finance, Insurance, Brokerage 0,37%
Leisure Time 0,37%
Personal Care and Hygiene 0,34%
Media, Books, CD & DVD 0,32%
Trade 0,31%
01101 Computers and Audio Video 0,26%
010 00101 110101 Travel and Tourism 0,23%
0101 001001 Beverages and Alcohol 0,16%
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0101 001010101 0,00% 0,50% 1,00% 1,50% 2,00% 2,50% 3,00%
010101
0100 0001011 01
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
18. 018
gemiusAdMonitor
gemiusAdMonitor
// Most often used ad formats by sectors (1/2)
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%
01101 Household Equipment, Furniture And Decorations
326 Leisure Time 1913
300x250 42% 136 160x600 34% 658
010 00101 110101 728x90 38% 124 300x250 29% 548
0101 001001
300x500 10% 33 728x90 28% 537
0 1 0 1 0 0 1 Other 10% 3300% Other 9% 17000%
011 0101
0 1 0 1 0 0 1
0101 001010101
010101
0100 0001011 01
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
19. 019
gemiusAdMonitor
gemiusAdMonitor
// Most often used ad formats by sectors (2/2)
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%
01101 Travel and Tourism 817
300x250 60% 491
010 00101 110101
728x90 23% 191
0101 001001
160x600 12% 102
011 0101
0 1 0 1 0 0 1
Other 4% 3300%
0 1 0 1 0 0 1
0101 001010101
010101
0100 0001011 01
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001
source: gemiusDirectEffect, AdOcean, 4th quarter of 2010, Romania
20. 020
gemiusAdMonitor
gemiusAdMonitor
// 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 analysed
period.
• The presented data on ad impressions concerns cookie impressions.
• Average CTR (click through ratio) - an average of quotients (cookie clicks/cookie
01101 impressions) for each creative of a given ad format/sector.
010 00101 110101
0101 001001 • 17 market sectors were distinguished for the research.
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
•
0101 001010101
010101
0100 0001011
0101 001010101
01 For the most popular sectors the „others” category gathers all branches, for which
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 frequency of occurrence was smaller than 5.
01000101 0101
0101 001001
21. 021
gemiusAdMonitor
gemiusAdMonitor
// Definitions (1/2)
• 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.
01101 • Average number of impressions per creative for given ad formats – average number
of cookie impressions per creative in a given creative form.
010 00101 110101
0101 001001 • Average number of clicks per creative for given ad formats – average number of
cookie clicks per creative in a given creative form.
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0101 001010101
010101
0100 0001011 01
•
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
Average CTR (click through ratio) – average of quotients (cookie clicks/cookie
01000101 0101
0101 001001
impressions) for each creative of a given ad format.
22. 022
gemiusAdMonitor
gemiusAdMonitor
// Definitions (2/2)
• 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.
01101
010 00101 110101
• Average number of ad impressions per campaign by sectors – the number of cookie
0101 001001
impressions for a given sector by the number of campaigns in these sectors.
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0101 001010101
• Average CTR (click through ratio) by sectors – average of quotients (cookie
010101
0100 0001011
0101 001010101
01
clicks/cookie impressions) for each creative of a given sector.
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001
• Most often used ad formats by sectors – top three most often used ad formats in
particular sectors.
