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gemiusAdMonitor 2011 H2 short version
1. gemiusAdMonitor report
H2 2011
Warsaw, May 2012
Bulgaria, Czech
Republic, Hungary,
Poland, Romania,
Slovakia -
the most popular and effective
display ads
2. Contents
About the report 3
Most popular advertising forms 5
Chosen market sectors 17
Methodology and definitions 30
3. About the report 3
Most popular advertising forms 5
Chosen market sectors 17
Methodology and definitions 30
4. gemiusAdMonitor//
About the report
gemiusAdMonitor is a periodic report prepared by Gemius. The source of data is the gemiusDirectEffect/AdOcean research,
which is the leading online advertisement monitoring system in the CEE region. gemiusAdMonitor presents a ranking of most
popular online ad formats and a wide range of indicators for display campaigns. The report also describes the advertising
activity within chosen sectors of online market such as: finance, telecommunication and other.
What can be found in a standard gemiusAdMonitor report?
– Most often used ad formats,
– Average number of impressions per creative for given ad formats,
– Average number of clicks per 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 ad clicks by sectors,
– Average CTR for specific sectors,
– Average number of ad impressions per campaign by specific sectors,
– Average number of ad clicks per campaign by specific sectors,
– Most often used ad formats by sectors.
5. About the report 3
Most popular advertising forms 5
Chosen market sectors 17
Methodology and definitions 30
6. gemiusAdMonitor//
Average CTR by country
Source: gemiusDirectEffect/AdOcean 2011 H2
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
0,56%
0,49%
0,36% 0,36%
0,32%
0,23%
0,00%
0,10%
0,20%
0,30%
0,40%
0,50%
0,60%
Poland Slovakia Hungary Bulgaria Czech
Republic
Romania
7. gemiusAdMonitor//
Share of campaigns using specific ad formats
- Bulgaria
Source: gemiusDirectEffect/AdOcean 2011 H2
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
94,8%
11,2%
2,1% 1,7% 1,5% 1,4% 0,5%
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
Wallpaper xHtml Expand Video Article Preroll
CTR/UCTR
Campaignshare
Campaign share Average CTR
8. gemiusAdMonitor//
Share of campaigns using specific ad formats
- Czech Republic
Source: gemiusDirectEffect 2011 H2
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
93,8%
26,1%
14,3%
0,00%
0,20%
0,40%
0,60%
0,80%
1,00%
1,20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Regular Banners Article Video
CTR/UCTR
Campaignshare
Campaign share Average CTR
17. About the report 3
Most popular advertising forms 5
Chosen market sectors 17
Methodology and definitions 30
18. gemiusAdMonitor//
Share of ad impressions by sector - Bulgaria
Source: gemiusDirectEffect/AdOcean 2011 H2
18,3%
15,2%
9,8%
9,6%
9,3%
8,9%
4,2%
4,1%
3,9%
3,2%
2,6%
1,7%
1,2%
0,9%
0,4%
0,2% 6,7%
Leisure Time
Finance, Insurance, Brokerage
Food
Telecommunications
Automotive
Trade
Computers and Audio Video
Household Equipment, Furniture And Decorations
Media, Books, CD & DVD
Travel, Tourism, Hotels & Restaurants
Clothing & Accessories
Beverages and Alcohol
Pharmaceuticals
Personal Care and Hygiene
Real Estate
Household Products
Other
19. gemiusAdMonitor//
Ranking of the sectors with highest average CTR –
Bulgaria*
Pharmaceuticals
Trade
Beverages and Alcohol
Automotive
Household Equipment, Furniture And Decorations
Household Products
Real Estate
Personal Care and Hygiene
Finance, Insurance, Brokerage
Computers and Audio Video
Food
Travel, Tourism, Hotels & Restaurants
Telecommunications
Leisure Time
Media, Books, CD & DVD
Clothing & Accessories
Source: gemiusDirectEffect/AdOcean 2011 H2
*Exact average CTR values per sector are
available in paid version of the report
20. gemiusAdMonitor//
Share of ad impressions by sector - Czech Republic
30,9%
14,3%
14,1%
11,8%
5,3%
3,3%
2,8%
2,2%
2,2%
2,1%
1,9%
1,8%
1,3%
0,1%
5,9%
Finance, Insurance, Brokerage
Beverages and Alcohol
Automotive
Telecommunications
Food
Trade
Personal Care and Hygiene
Computers and Audio Video
Household Equipment, Furniture And Decorations
Real Estate
Pharmaceuticals
Travel, Tourism, Hotels & Restaurants
Household Products
Clothing & Accessories
Other
Source: gemiusDirectEffect 2011 H2
21. gemiusAdMonitor//
Ranking of the sectors with highest average CTR – Czech
Republic*
Clothing & Accessories
Food
Beverages and Alcohol
Personal Care and Hygiene
Computers and Audio Video
Telecommunications
Pharmaceuticals
Finance, Insurance, Brokerage
Automotive
Household Equipment, Furniture And…
Travel, Tourism, Hotels & Restaurants
Trade
Household Products
Real Estate
*Exact average CTR values per sector are
available in paid version of the report
Source: gemiusDirectEffect 2011 H2
22. gemiusAdMonitor//
Share of ad impressions by sector – Hungary
33,4%
20,1%
13,2%
4,6%
4,3%
3,4%
3,4%
2,5%
2,2%
2,2%
1,8%
1,4%
0,6%
0,1%
7,0%
Finance, Insurance, Brokerage
Telecommunications
Automotive
Media, Books, CD & DVD
Beverages and Alcohol
Household Equipment, Furniture And Decorations
Food
Personal Care and Hygiene
Pharmaceuticals
Computers and Audio Video
Trade
Travel, Tourism, Hotels & Restaurants
Clothing & Accessories
Leisure Time
Other
Source: gemiusDirectEffect 2011 H2
23. gemiusAdMonitor//
Ranking of the sectors with highest average CTR –
Hungary*
Media, Books, CD & DVD
Leisure Time
Personal Care and Hygiene
Computers and Audio Video
Beverages and Alcohol
Pharmaceuticals
Household Equipment, Furniture And…
Clothing & Accessories
Telecommunications
Finance, Insurance, Brokerage
Automotive
Food
Travel, Tourism, Hotels & Restaurants
Trade
*Exact average CTR values per sector are
available in paid version of the report
Source: gemiusDirectEffect 2011 H2
24. gemiusAdMonitor//
Share of ad impressions by sector - Poland
25,8%
17,9%
14,2%
10,1%
7,8%
5,6%
4,0%
2,9%
2,7%
2,2%
1,6%
0,8%
0,7%
0,6%
0,3%
0,2% 2,8%
Telecommunications
Trade
Finance, Insurance, Brokerage
Automotive
Media, Books, CD & DVD
Personal Care and Hygiene
Food
Travel, Tourism, Hotels & Restaurants
Leisure Time
Beverages and Alcohol
Household Equipment, Furniture And Decorations
Pharmaceuticals
Clothing & Accessories
Computers and Audio Video
Real Estate
Household Products
Other
Source: gemiusDirectEffect 2011 H2
25. gemiusAdMonitor//
Ranking of the sectors with highest average CTR –
Poland*
Household Products
Food
Leisure Time
Beverages and Alcohol
Personal Care and Hygiene
Telecommunications
Media, Books, CD & DVD
Clothing & Accessories
Household Equipment, Furniture And Decorations
Automotive
Pharmaceuticals
Travel, Tourism, Hotels & Restaurants
Trade
Computers and Audio Video
Finance, Insurance, Brokerage
Real Estate
*Exact average CTR values per sector are
available in paid version of the report
Source: gemiusDirectEffect 2011 H2
26. gemiusAdMonitor//
Share of ad impressions by sector - Romania
25,5%
13,8%
12,8%
11,6%
7,0%
4,3%
4,3%
2,4%
2,0%
1,9%
1,9%
1,5%
1,2%
0,7%
0,4%
0,4% 8,4%
Trade
Finance, Insurance, Brokerage
Leisure Time
Telecommunications
Automotive
Media, Books, CD & DVD
Beverages and Alcohol
Real Estate
Food
Personal Care and Hygiene
Travel, Tourism, Hotels & Restaurants
Computers and Audio Video
Household Equipment, Furniture And Decorations
Pharmaceuticals
Clothing & Accessories
Household Products
Other
Source: gemiusDirectEffect/AdOcean 2011 H2
27. gemiusAdMonitor//
Ranking of the sectors with highest average CTR –
Romania*
Clothing & Accessories
Leisure Time
Food
Media, Books, CD & DVD
Personal Care and Hygiene
Beverages and Alcohol
Household Products
Automotive
Household Equipment, Furniture And Decorations
Travel, Tourism, Hotels & Restaurants
Telecommunications
Real Estate
Pharmaceuticals
Computers and Audio Video
Trade
Finance, Insurance, Brokerage
*Exact Average CTR values per sector are
available in paid version of the report
Source: gemiusDirectEffect/AdOcean 2011 H2
28. gemiusAdMonitor//
Share of ad impressions by sector - Slovakia
32,2%
11,9%
11,4%
6,6%
6,4%
5,7%
4,1%
3,3%
2,5%
2,1%
0,8%
0,7%
0,6%
0,5%
0,3%
0,1% 10,8%
Finance, Insurance, Brokerage
Personal Care and Hygiene
Telecommunications
Trade
Food
Automotive
Clothing & Accessories
Beverages and Alcohol
Media, Books, CD & DVD
Household Equipment, Furniture And Decorations
Computers and Audio Video
Household Products
Pharmaceuticals
Real Estate
Travel, Tourism, Hotels & Restaurants
Leisure Time
Other
Source: gemiusDirectEffect/AdOcean 2011 H2
29. gemiusAdMonitor//
Ranking of the sectors with highest average CTR –
Slovakia*
Telecommunications
Household Products
Automotive
Beverages and Alcohol
Finance, Insurance, Brokerage
Clothing & Accessories
Real Estate
Pharmaceuticals
Household Equipment, Furniture And Decorations
Food
Trade
Leisure Time
Travel, Tourism, Hotels & Restaurants
Media, Books, CD & DVD
Personal Care and Hygiene
Computers and Audio Video
*Exact average CTR values per sector are
available in paid version of the report
Source: gemiusDirectEffect/AdOcean 2011 H2
30. About the report 3
Most popular advertising forms 5
Chosen market sectors 17
Methodology and definitions 30
31. Methodology//
• The source of the data is the gemiusDirectEffect research, which is one of the most
frequently used advertisement monitoring systems in the CEE region. On some markets
(Romania and Bulgaria) the source of data is also Gemius adserver – AdOcean.
• Formats typical for mailing were excluded from the research.
• All campaigns that took place in the scrutinised quarter were included in the research,
except those with less than 1000 impressions recorded in the analysed period.
• The presented data on ad impressions concerns cookie impressions.
• 17 market sectors were distinguished for the research.
• In the most popular sectors, the ‘others’ category includes all branches with the value
of occurrence below 5.
Methodology
32. Definitions of concepts//
Definitions of terms (1/2)
• Creative – a graphic, static or dynamic, advertisement placed on websites
• Creative form – a type of creative; the different names of creative forms depend on the
size and the manner in which they are displayed (e.g. Scroll, Expand, toplayer).
• Ad format – the size of a creative expressed in pixels (e.g. 300x300).
• Ad impression – a single instance of a creative being displayed.
• Campaign – a marketing campaign in which specific creatives are displayed.
• Most often used ad formats – the relation between the number of each of creatives
being one of 15 most popular forms of creatives 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 ad impressions per campaign by sectors – the number of cookie
impressions for a given sector by the number of campaigns in these sectors.
• Average number of clicks per creative for given ad formats – average number of
cookie clicks per creative in a given creative form.
33. Definitions of concepts//
Definitions of terms (2/2)
• Average CTR (Click Through Ratio) – average of quotients (cookie clicks/cookie
impressions) for each creative of a given ad format.
• 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.
• Most often used ad formats by sectors – top three most often used ad formats in
particular sectors.
34. About Gemius//
• a global company and the no. 1 choice in EMEA, provides consultancy and expertise on
consumer behaviour in the digital world
• ‘one stop shop’ for everyone who needs to measure a website, plan and deliver effective online
campaigns or use the internet as a communication channel
Gemius – gemiusAdMonitor provider
