gemiusAdMonitor is a periodic report prepared by Gemius. The source of data is the gemiusDirectEffect 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.

1. 01
gemiusAdMonitor
/
//
gemiusAdMonitor
Czech Republic, Hungary, Poland, Slovakia
01101
011010 1 The most popular and effective display ads
010 001 110101
0 1 0 0 0 1 0 1 0 1 111 001 001
0 0 10 1
0 1 0 1 0 0 1
011 0 110 1
0 01 001001
0 1 0 1 0 0 1
0101 0 1 01 0 010 0 1 0 1
0
01 1
0 1 10 1 0 0 1 0 1
01 0011
0 1 0 1 0100 0001011 01
0101 001010101
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
010101
0100 0001011 01
0 1 0 0 1 0 10 1 0 10 1 0 1
0101 0001 01
0 110 1 1 000 100 1
0 0 1 0
1 0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001
H1 2011

2. 02
gemiusAdMonitor
/ gemiusAdMonitor
// About the report
gemiusAdMonitor is a periodic report prepared by Gemius. The source of data is the gemiusDirectEffect
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
01101 –
– Average CTR for specific sectors
010 00101 110101
– Average number of ad impressions per campaign by specific sectors
0101 001001
– Average number of ad clicks per campaign by specific sectors
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
– Most often used ad formats by sectors
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

3. 03
gemiusAdMonitor
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// Contents
Page 04 Most popular ad formats
Page 22 Chosen market sectors
Page 31 Methodology and Definitions
01101
010 00101 110101
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

4. 04
gemiusAdMonitor
/
//
Most popular ad formats
01101
011010 1
010 001 110101 0 1 0 1 0 0 1
0 1 0 0 0 1 0 1 0 1 111 001 001
0 0 10 1
010 00101 110101
0101 001001
0 1 0 1 0 0 1
011 0 110 1
0 01 001001
0 1 0 1 0 0 1 0 1 0 1 0 0 1
0101 0 1 01 0 010 0 1 0 1
01 011 0101
0 1
0 1 10 1 0 0 1 0 1
01 0011
001010101
0 1 0 1 0100 0001011 01 0 1 0 1 0 0 1
0101 001010101
0101 001010101 010101
010 10101 0100 011 01
010101
0100
0 1 0 1 0 0 1 0 1 0 1 0 1
0001011 01 010 10101
0 1 0 0 1 0 10 1 0 10 1 0 1
0101 0001 01 0 1 0 1 0 0 1 0 1 0 1 0 1
0 110 1 1 000 100 1
0 0 1 0
1 0 1 0 1 0 0 1 0 1 0 1 0 1 0101 001001 010101 0101
01000101 0101
0101 001001
0101 001010101

5. 05
gemiusAdMonitor
/ H1 2011
// Average CTR by country
0,70%
0,59%
0,60%
0,50% 0,46%
0,40%
0,30%
0,30% 0,25%
0,20%
0,10%
01101
0,00%
010 00101 110101
Slovakia Poland Czech Rep. Hungary
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
Analysed Ads:
Regular banners + rich media (Toplayer,
Preroll, Expand, etc.) Source: gemiusDirectEffect 2011 H1

6. 06
gemiusAdMonitor
/ H1 2011
// Top 3 most popular ad formats - Share of campaigns
300x300 81,9%
Slovakia
728x90 8,3%
250x250 12,4%
728x90 54,6%
Hungary
300x250 51,9%
250x250 55,0%
300x300 49,9%
Czech Rep.
480x300 34,9%
01101 300x600 27,4%
010 00101 110101
0101 001001
750x200 50,1%
Poland
0 1 0 1 0 0 1
011
0 1 0 1 0 0 1
0101 300x250 27,8%
0101 001010101
010101
0100 0001011
0101 001010101
01 750x300 21,1%
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001
Analysed Ads:
Regular banners only
Source: gemiusDirectEffect 2011 H1

7. 07
gemiusAdMonitor
/ H1 2011
// Average CTR - Top 3 most popular ad formats (Slovakia)
Average CTR – 0,28%
0,24% 300x300
0,10% 728x90
0,12% 250x250
01101
0,08% 0,12% 0,16% 0,20% 0,24% 0,28% 0,32%
010 00101 110101
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
Analysed Ads:
Regular banners only
Source: gemiusDirectEffect 2011 H1

8. 08
gemiusAdMonitor
/ H1 2011
// Average CTR - Top 3 most popular ad formats (Hungary)
Average CTR – 0,19%
0,17% 728x90
300x250 0,20%
0,13% 250x250
01101
0,10% 0,12% 0,14% 0,16% 0,18% 0,20% 0,22%
010 00101 110101
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
Analysed Ads:
Regular banners only
Source: gemiusDirectEffect 2011 H1

9. 09
gemiusAdMonitor
/ H1 2011
// Average CTR - Top 3 most popular ad formats (Czech Rep.)
Average CTR – 0,20%
0,14% 300x300
0,20% 480x300
300x600 0,34%
01101
0,12% 0,16% 0,20% 0,24% 0,28% 0,32% 0,36%
010 00101 110101
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
Analysed Ads:
Regular banners only
Source: gemiusDirectEffect 2011 H1

10. 010
gemiusAdMonitor
/ H1 2011
// Average CTR - Top 3 most popular ad formats (Poland)
Average CTR – 0,19%
750x200 0,21%
0,14% 300x250
750x300 0,25%
01101
0,12% 0,14% 0,16% 0,18% 0,20% 0,22% 0,24% 0,26%
010 00101 110101
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
Analysed Ads:
Regular banners only
Source: gemiusDirectEffect 2011 H1

11. 011
gemiusAdMonitor
/ H1 2011
// Top ad formats by average CTR - Slovakia
990x200 0,33%
Slovakia 468x300 0,26%
01101 300x300 0,24%
010 00101 110101
0101 001001
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35%
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
Analysed Ads:
Regular banners only
Source: gemiusDirectEffect 2011 H1

12. 012
gemiusAdMonitor
/ H1 2011
// Top ad formats by average CTR - Hungary
214x200 0,61%
Hungary 750x90 0,47%
01101
980x100 0,27%
010 00101 110101
0101 001001
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0101 001010101
010101
0100 0001011 01
010 10101
0101 001010101
0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70%
0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001
Analysed Ads:
Regular banners only
Source: gemiusDirectEffect 2011 H1

13. 013
gemiusAdMonitor
/ H1 2011
// Top ad formats by average CTR – Czech Rep.
300x600 0,34%
Czech Rep. 970x210 0,24%
01101 418x120 0,23%
010 00101 110101
0101 001001
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40%
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
Analysed Ads:
Regular banners only
Source: gemiusDirectEffect 2011 H1

14. 014
gemiusAdMonitor
/ H1 2011
// Top ad formats by average CTR - Poland
750x300 0,25%
Poland 970x300 0,24%
01101
950x200 0,24%
010 00101 110101
0101 001001
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0101 001010101
010101
0100 0001011 01
010 10101
0101 001010101
0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30%
0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001
Analysed Ads:
Regular banners only
Source: gemiusDirectEffect 2011 H1

15. 015
gemiusAdMonitor
/ H1 2011
// Average CTR by ad area (in pixels) - Slovakia
0,35%
0,30%
0,25%
0,20%
0,15%
0,10%
01101
0,05%
010 00101 110101
0101 001001
0,00%
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 Average CTR (by ad area in pixels)
Analysed Ads:
Regular banners only
Source: gemiusDirectEffect 2011 H1

16. 016
gemiusAdMonitor
/ H1 2011
// Average CTR by ad area (in pixels) - Hungary
0,70%
0,60%
0,50%
0,40%
0,30%
0,20%
0,10%
01101
010 00101 110101 0,00%
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
Average CTR (by ad area in pixels)
01000101 0101
0101 001001
Analysed Ads:
Regular banners only
Source: gemiusDirectEffect 2011 H1

17. 017
gemiusAdMonitor
/ H1 2011
// Average CTR by ad area (in pixels) – Czech Rep.
0,40%
0,35%
0,30%
0,25%
0,20%
0,15%
0,10%
01101 0,05%
010 00101 110101
0,00%
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
Average CTR (by ad area in pixels)
Analysed Ads:
Regular banners only
Source: gemiusDirectEffect 2011 H1

18. 018
gemiusAdMonitor
/ H1 2011
// Average CTR by ad area (in pixels) - Poland
0,30%
0,25%
0,20%
0,15%
0,10%
0,05%
01101
010 00101 110101 0,00%
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
Average CTR (by ad area in pixels)
01000101 0101
0101 001001
Analysed Ads:
Regular banners only
Source: gemiusDirectEffect 2011 H1

19. 019
gemiusAdMonitor
/
//
Chosen market sectors
01101
011010 1
010 001 110101 0 1 0 1 0 0 1
0 1 0 0 0 1 0 1 0 1 111 001 001
0 0 10 1
010 00101 110101
0101 001001
0 1 0 1 0 0 1
011 0 110 1
0 01 001001
0 1 0 1 0 0 1 0 1 0 1 0 0 1
0101 0 1 01 0 010 0 1 0 1
01 011 0101
0 1
0 1 10 1 0 0 1 0 1
01 0011
001010101
0 1 0 1 0100 0001011 01 0 1 0 1 0 0 1
0101 001010101
0101 001010101 010101
010 10101 0100 011 01
010101
0100
0 1 0 1 0 0 1 0 1 0 1 0 1
0001011 01 010 10101
0 1 0 0 1 0 10 1 0 10 1 0 1
0101 0001 01 0 1 0 1 0 0 1 0 1 0 1 0 1
0 110 1 1 000 100 1
0 0 1 0
1 0 1 0 1 0 0 1 0 1 0 1 0 1 0101 001001 010101 0101
01000101 0101
0101 001001
0101 001010101

20. 020
gemiusAdMonitor
/ H1 2011
// Share of ad impressions by sector
- Slovakia
1,3% Finance, Insurance, Brokerage
0,6%
0,4% Telecommunications
0,3%
8,3% Automotive
2,4% Food
2,8% 29,4% Trade
3,6%
Beverages and Alcohol
4,9%
Personal Care and Hygiene
Travel, Tourism, Hotels & Restaurants
7,0%
Pharmaceuticals
01101 Clothing & Accessories
9,1%
010 00101 110101
20,2% Household Equipment, Furniture And Decorations
0101 001001
9,8% Real Estate
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0101 001010101 Computers and Audio Video
010101
0100 0001011 01
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 Other
01000101 0101
0101 001001
Source: gemiusDirectEffect 2011 H1

21. 021
gemiusAdMonitor
/ H1 2011
// Average CTR by sector - Slovakia
Clothing & Accessories 1,50%
Telecommunications 1,11%
Personal Care and Hygiene 0,76%
Automotive 0,71%
Food 0,71%
Real Estate 0,53%
Household Equipment, Furniture And Decorations 0,53%
Trade 0,49%
Beverages and Alcohol 0,44%
01101 Pharmaceuticals 0,44%
010 00101 110101 Finance, Insurance, Brokerage 0,32%
0101 001001 Computers and Audio Video 0,22%
0 1 0 1 0 0 1
011 0101
0 1 0 1 0 0 1
0101 001010101
Travel, Tourism, Hotels & Restaurants 0,16%
010101
0100 0001011 01
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
0,0% 0,2% 0,4% 0,6% 0,8% 1,0% 1,2% 1,4% 1,6%
01000101 0101
0101 001001
Source: gemiusDirectEffect 2011 H1

22. 022
gemiusAdMonitor
/ H1 2011
// Share of ad impressions by sector
- Hungary
1,4% Finance, Insurance, Brokerage
0,4%
0,4% Telecommunications
0,4%
0,3% Automotive
0,3% 6,6%
1,7% Personal Care and Hygiene
1,8% Household Equipment, Furniture And Decorations
2,2%
31,4% Food
3,1%
Pharmaceuticals
3,8%
Beverages and Alcohol
4,9% Trade
Media, Books, CD & DVD
5,1%
Computers and Audio Video
01101 Real Estate
Clothing & Accessories
010 00101 110101 13,2%
23,1% Travel, Tourism, Hotels & Restaurants
0101 001001
011 0101
0 1 0 1 0 0 1
Household Products
0 1 0 1 0 0 1
0101 001010101
010101
0100 0001011 01
Leisure Time
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
Other
01000101 0101
0101 001001
Source: gemiusDirectEffect 2011 H1

23. 023
gemiusAdMonitor
/ H1 2011
// Average CTR by sector - Hungary
Media, Books, CD & DVD 0,93%
Clothing & Accessories 0,67%
Food 0,55%
Leisure Time 0,49%
Trade 0,33%
Automotive 0,32%
Personal Care and Hygiene 0,28%
Travel, Tourism, Hotels & Restaurants 0,28%
Beverages and Alcohol 0,26%
Telecommunications 0,20%
Pharmaceuticals 0,20%
01101 Household Products 0,20%
Finance, Insurance, Brokerage 0,20%
010 00101 110101
Household Equipment, Furniture And Decorations 0,19%
0101 001001
0 1 0 1 0 0 1
Computers and Audio Video 0,18%
011 0101
0 1 0 1 0 0 1
0101 001010101 Real Estate 0,15%
010101
0100 0001011 01
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
0,0% 0,2% 0,4% 0,6% 0,8% 1,0%
01000101 0101
0101 001001
Source: gemiusDirectEffect 2011 H1

24. 024
gemiusAdMonitor
/ H1 2011
// Share of ad impressions by sector
– Czech Rep.
1,5% Finance, Insurance, Brokerage
1,4%
1,2% Telecommunications
0,6%
0,1% Automotive
7,3%
Clothing & Accessories
1,9%
Travel, Tourism, Hotels & Restaurants
2,3% 29,2%
Food
3,1%
Trade
4,9%
Personal Care and Hygiene
Household Products
5,4%
Pharmaceuticals
5,6% Beverages and Alcohol
01101
Household Equipment, Furniture And Decorations
010 00101 110101 5,8% 18,8%
Computers and Audio Video
0101 001001
10,8%
011 0101
0 1 0 1 0 0 1 Real Estate
0 1 0 1 0 0 1
001010101
010101
0101
Leisure Time
0100 0001011 01
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 Other
01000101 0101
0101 001001
Source: gemiusDirectEffect 2011 H1

25. 025
gemiusAdMonitor
/ H1 2011
// Average CTR by sector – Czech Rep.
Household Equipment, Furniture And Decorations 0,42%
Personal Care and Hygiene 0,41%
Real Estate 0,39%
Computers and Audio Video 0,39%
Beverages and Alcohol 0,38%
Food 0,36%
Clothing & Accessories 0,36%
Finance, Insurance, Brokerage 0,33%
Automotive 0,30%
Household Products 0,29%
Telecommunications 0,26%
01101
Travel, Tourism, Hotels & Restaurants 0,18%
010 00101 110101
Leisure Time 0,16%
0101 001001
0 1 0 1 0 0 1
Trade 0,16%
011 0101
0 1 0 1 0 0 1
0101 001010101 Pharmaceuticals 0,15%
010101
0100 0001011 01
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
0,0% 0,1% 0,2% 0,3% 0,4% 0,5%
01000101 0101
0101 001001
Source: gemiusDirectEffect 2011 H1

26. 026
gemiusAdMonitor
/ H1 2011
// Share of ad impressions by sector
- Poland
0,8% Finance, Insurance, Brokerage
0,8%
0,7% Telecommunications
0,5%
0,4% Media, Books, CD & DVD
0,4% 9,1%
17,0% Trade
3,3% Personal Care and Hygiene
Automotive
5,0%
Food
5,7% Beverages and Alcohol
16,1%
Travel, Tourism, Hotels & Restaurants
Household Equipment, Furniture And Decorations
8,2%
Computers and Audio Video
01101
Leisure Time
010 00101 110101 12,5%
9,3% Pharmaceuticals
0101 001001
0 1 0 1 0 0 1
10,0% Clothing & Accessories
011 0101
0 1 0 1 0 0 1
001010101
010101
0101
Household Products
0100 0001011 01
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1 Other
01000101 0101
0101 001001
Source: gemiusDirectEffect 2011 H1

27. 027
gemiusAdMonitor
/ H1 2011
// Average CTR by sector - Poland
Food 0,83%
Personal Care and Hygiene 0,80%
Travel, Tourism, Hotels & Restaurants 0,63%
Household Products 0,60%
Leisure Time 0,59%
Beverages and Alcohol 0,54%
Telecommunications 0,49%
Automotive 0,45%
Clothing & Accessories 0,42%
Media, Books, CD & DVD 0,41%
Computers and Audio Video 0,41%
01101
Trade 0,39%
010 00101 110101
Pharmaceuticals 0,27%
0101 001001
0 1 0 1 0 0 1
Household Equipment, Furniture And Decorations 0,25%
011 0101
0 1 0 1 0 0 1
0101 001010101 Finance, Insurance, Brokerage 0,20%
010101
0100 0001011 01
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
0,0% 0,2% 0,4% 0,6% 0,8% 1,0%
01000101 0101
0101 001001
Source: gemiusDirectEffect 2011 H1

28. 028
gemiusAdMonitor
/
//
Methodology and Definitions
01101
011010 1
010 001 110101 0 1 0 1 0 0 1
0 1 0 0 0 1 0 1 0 1 111 001 001
0 0 10 1
010 00101 110101
0101 001001
0 1 0 1 0 0 1
011 0 110 1
0 01 001001
0 1 0 1 0 0 1 0 1 0 1 0 0 1
0101 0 1 01 0 010 0 1 0 1
01 011 0101
0 1
0 1 10 1 0 0 1 0 1
01 0011
001010101
0 1 0 1 0100 0001011 01 0 1 0 1 0 0 1
0101 001010101
0101 001010101 010101
010 10101 0100 011 01
010101
0100
0 1 0 1 0 0 1 0 1 0 1 0 1
0001011 01 010 10101
0 1 0 0 1 0 10 1 0 10 1 0 1
0101 0001 01 0 1 0 1 0 0 1 0 1 0 1 0 1
0 110 1 1 000 100 1
0 0 1 0
1 0 1 0 1 0 0 1 0 1 0 1 0 1 0101 001001 010101 0101
01000101 0101
0101 001001
0101 001010101

29. 029
gemiusAdMonitor
/ gemiusAdMonitor
// Methodological note
• The source of the data is the gemiusDirectEffect research, which is one of the most frequently
used advertisement monitoring systems in the CEE region.
• 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 impressions) for
each creative of a given ad format/sector.
01101 • 17 market sectors were distinguished for the research.
010 00101 110101
0101 001001
• For the most popular sectors the „others” category gathers all branches, for which frequency of
occurrence was smaller than 5.
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

30. 030
gemiusAdMonitor
/ gemiusAdMonitor
// Definitions (1/2)
• Creative – a graphic, static or dynamic, advertisement placed on websites
• 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 clicks per creative for given ad formats – average number of cookie clicks per
01101
creative in a given creative form.
010 00101 110101
• Average CTR (click through ratio) – average of quotients (cookie clicks/cookie impressions) for
0101 001001
0 1 0 1 0 0 1
each creative of a given ad format.
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

31. 031
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 • 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.
010 00101 110101
• Average CTR (click through ratio) by sectors – average of quotients (cookie clicks/cookie
0101 001001
0 1 0 1 0 0 1
impressions) for each creative of a given sector.
011 0101
0 1 0 1 0 0 1
001010101
•
0101
010101
0100 0001011 01 Most often used ad formats by sectors – top three most often used ad formats in particular
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
sectors.
01000101 0101
0101 001001

32. 032
gemiusAdMonitor
/
//
To purchase the report for any of the countries please contact:
gemiusDirectEffect Product Manager
Tamas Acs
tamas.acs@gemius.com
Gemius SA
Wołoska 7 Street
02-675 Warsaw, PL
www.gemius.com
01101
011010 1
010 001 110101
0 1 0 0 0 1 0 1 0 1 111 001 001
Press contact:
0 0 10 1
0 1 0 1 0 0 1
International Marketing Director
011 0 110 1
0 1 0 1 0 0 1 0 01 001001
Marta Klepka
0101 0 1 01 0 010 0 1 0 1
01
0 1 10 1 0 0 1 0 1
01 0011
0 1 0 1 0100 0001011
0 1
01
marta.klepka@gemius.com
0101 001010101
0101 001010101
010 10101 0 1 0 1 0 0 1 0 1 0 1 0 1
010101
0100 0001011 01
0 1 0 0 1 0 10 1 0 10 1 0 1
0101 0001 01 marketing@gemius.com
0 110 1 1 000 100 1
0 0 1 0
1 0 1 0 1 0 0 1 0 1 0 1 0 1
01000101 0101
0101 001001