gemiusAdMonitor is a source of information on the most frequently used ad formats and share of the online advertising campaigns in various industry sectors of the CEE region. It is a periodic report prepared by Gemius, basing on the results of gemiusDirectEffect (ad server for agencies and advertisers) and AdOcean (ad server for publishers) research. The AdMonitor project presents the ranking of most popular online ad formats and a wide range of indicators for internet campaigns. Moreover, the report describes the advertising activity within chosen sectors of online market such as: Finance, Telecommunications, Trade, etc. Information which may be found in the report includes average CTR for most frequently used ad formats, share of campaigns using specific ad formats, share of campaigns by sectors or most often used ad formats by sectors.

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Czech Republic, Hungary, Poland, Slovakia, Romania
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Q4 2010

2. / gemiusAdMonitor
// About the research
• gemiusAdMonitor is a periodic report made by Gemius. The data originates
from the gemiusDirectEffect research service, which is the leading online
advertisement monitoring system in the CEE region*. gemiusAdMonitor
delivers rankings of the most popular online ad formats and a wide range
of indicators concerning display campaigns. Moreover, the report describes
the advertising activity in such sectors of online market as: finance,
telecommunications, and many more.
• Full report covers:
– Most frequently 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 clicks by sectors
– Average CTR for specific sectors
– Average number of ad impressions per campaign by specific sectors
– Average number of clicks per campaign by specific sectors
– Most often used ad formats by sectors
*In Romania the reports are based on AdOcean adserver data

3. / gemiusAdMonitor
// Share of campaigns using specific ad formats
– Hungary, Slovakia and Czech Republic
Rectangle (300x300) 50,2%
Republic
Czech
Rectangle (480x300) 36,7%
Rectangle (300x250) 33,1%
Slovakia Rectangle (300x300) 89,3%
Rectangle (200x200) 16,7%
Rectangle (250x250) 15,5%
Rectangle (250x250) 57,3%
Hungary
Billboard (728x90) 57,0%
Banner (468x120) 43,6%
Double Billboard (750x200) 41,6%
Poland
Rectangle (300x250) 19,6%
Preroll 15,8%
Romania
Rectangle (300x250) 66,5%
Billboard (728x90) 63,1%
Skyscraper (160x600) 28,8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

4. / gemiusAdMonitor
// CTR for 3 most popular ad formats – Romania
Average CTR – 0.36%
0,35% Leaderboard (728x90)
0,34% Rectangle (300x250)
0,31% Skyscraper (160x600)
0,30% 0,32% 0,34% 0,36% 0,38% 0,40%

5. / gemiusAdMonitor
// CTR for 3 most popular ad formats –
Czech Republic
Average CTR – 0.21%
0,12% Rectangle (300x300)
Rectangle
(480x300)
0,25%
0,15% Rectangle (300x250)
0,10% 0,12% 0,14% 0,16% 0,18% 0,20% 0,22% 0,24% 0,26%

6. / gemiusAdMonitor
// CTR for 3 most popular ad formats –
Slovakia
Average CTR – 0.29%
0,23% Rectangle (300x300)
Rectangle (468x300) 0,55%
0,26% Rectangle (250x250)
0,10% 0,20% 0,30% 0,40% 0,50% 0,60%

7. / gemiusAdMonitor
// CTR for 3 most popular ad formats –
Hungary
Average CTR – 0.26%
0,17% Billboard (728x90)
0,11% Rectangle (250x250)
0,16% Banner (468x120)
0,10% 0,15% 0,20% 0,25% 0,30%

8. / gemiusAdMonitor
// CTR for 3 most popular ad formats – Poland
Average CTR – 0.38%
Double Billboard (750x200)
0.40%
Rectangle (300x250)
0.31%
Triple Billboard (750x300)
0.30%
0,30% 0,35% 0,40% 0,45% 0,50%

9. / gemiusAdMonitor
// Top ad formats by CTR – Romania
2,59%
Romania 1,87%
1,57%
0,00% 0,50% 1,00% 1,50% 2,00% 2,50% 3,00%
Rectangle (500x600) Rectangle (200x200) Bar (950x50)

10. / gemiusAdMonitor
// Top ad formats by CTR – Czech Republic

11. / gemiusAdMonitor
// Top ad formats by CTR - Slovakia
0,55%
Slovakia 0,32%
0,26%
0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60%
Rectangle (468x300) Wideboard (960x200) Rectangle (250x250)

12. / gemiusAdMonitor
// Top ad formats by CTR - Hungary
2,22%
Hungary 0,96%
0,55%
0,00% 0,50% 1,00% 1,50% 2,00% 2,50%
Toplayer Rectangle (214x200) Rectangle (330x247)

13. / gemiusAdMonitor
// Top ad formats by CTR - Poland
3,65%
Poland 3,45%
0,86%
0,00% 0,50% 1,00% 1,50% 2,00% 2,50% 3,00% 3,50% 4,00%
Preroll Toplayer Screening

14. / gemiusAdMonitor
// Share of ad impressions by sector
- Czech Republic
Finance, Insurance, Brokerage
Telecommunications
Beverages and Alcohol
Automotive
27,0% Travel and Tourism
Food
Personal Care and Hygiene
4,2%
Pharmaceuticals
8,8% Household Products
24,0% Household Equipment, Furniture
11,4% And Decorations
Computers and Audio Video
Real Estate
Other

15. / gemiusAdMonitor
// Share of ad impressions by sector - Slovakia
Finance, Insurance,
Brokerage
Leisure Time
Computers and Audio Video
35,1%
Automotive
Food
Household Products
4,4% 9,6%
5,7% 7,5% Household Equipment,
Furniture And Decorations
Other

16. To purchase the report for any of the countries please contact:
gemiusDirectEffect Product Manager
Tamas Acs
tamas.acs@gemius.com
Phone: +36-20-543-3628
Gemius SA
Wołoska 7 Street
02-675 Warsaw, PL
www.gemius.com
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Press contact:
International Marketing Director
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Marta Klepka
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marta.klepka@gemius.com
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