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. as well as Gemius adserver AdOcean. 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. The report covers the following countries: Bulgaria, the Czech Republic, Hungary, Poland, Romania and Slovakia.

1. Bulgaria, Czech
Republic, Hungary,
Poland, Romania,
Slovakia -
the most popular and effective
display ads
gemiusAdMonitor report
H2 2011
Warsaw, May 2012

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
0,60% 0,56%
0,50% 0,49%
0,40% 0,36% 0,36%
0,32%
0,30%
0,23%
0,20%
0,10%
0,00%
Poland Slovakia Hungary Bulgaria Czech Romania
Republic
Source: gemiusDirectEffect/AdOcean 2011 H2
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)

7. // gemiusAdMonitor
Share of campaigns using specific ad formats
- Bulgaria
100% 94,8% 4,00%
90%
3,50%
80%
3,00%
70%
2,50%
Campaign share
60%
CTR / UCTR
50% 2,00%
40%
1,50%
30%
1,00%
20%
11,2%
0,50%
10%
2,1% 1,7% 1,5% 1,4% 0,5%
0% 0,00%
Regular Wallpaper xHtml Expand Video Article Preroll
Banners
Campaign share Average CTR
Source: gemiusDirectEffect/AdOcean 2011 H2
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)

8. // gemiusAdMonitor
Share of campaigns using specific ad formats
- Czech Republic
100% 93,8% 1,20%
90%
1,00%
80%
70%
0,80%
Campaign share
60%
CTR / UCTR
50% 0,60%
40%
0,40%
30% 26,1%
20% 14,3% 0,20%
10%
0% 0,00%
Regular Banners Article Video
Campaign share Average CTR
Source: gemiusDirectEffect 2011 H2
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)

9. // gemiusAdMonitor
Share of campaigns using specific ad formats
- Hungary
100% 94,5% 4,50%
90% 4,00%
80% 3,50%
70%
3,00%
Campaign share
60%
2,50%
CTR
50%
2,00%
40%
1,50%
30%
21,5%
20% 1,00%
10,5%
7,8% 7,8% 7,6% 0,50%
10% 5,7% 5,3% 3,4% 2,3% 2,1%
0% 0,00%
Campaign share Average CTR
Source: gemiusDirectEffect 2011 H2
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)

10. // gemiusAdMonitor
Share of campaigns using specific ad formats
- Poland
100% 3,00%
90% 86,0%
2,50%
80%
70%
2,00%
Campaign share
60%
CTR
50% 1,50%
40%
1,00%
30%
18,2%
20%
12,4% 11,0%
9,9% 9,8% 0,50%
7,7% 6,8%
10% 5,1% 3,6%
0,8% 0,7% 0,6%
0% 0,00%
Campaign share Average CTR
Source: gemiusDirectEffect 2011 H2
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)

11. // gemiusAdMonitor
Share of campaigns using specific ad formats
- Romania
100% 94,5% 7,00%
90%
6,00%
80%
70% 5,00%
Campaign share
60%
4,00%
CTR
50%
3,00%
40%
30% 2,00%
20%
1,00%
10% 4,9% 4,6% 3,7% 1,9% 1,7% 1,0% 0,6%
0% 0,00%
Campaign share Average CTR
Source: gemiusDirectEffect/AdOcean 2011 H2
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)

12. // gemiusAdMonitor
Share of campaigns using specific ad formats
- Slovakia
120% 4,00%
96,8% 3,50%
100%
3,00%
80%
Campaign share
2,50%
CTR
60% 2,00%
1,50%
40%
1,00%
20%
0,50%
5,7%
2,4% 2,2% 1,8% 1,8% 0,6%
0% 0,00%
Campaign share Average CTR
Source: gemiusDirectEffect/AdOcean 2011 H2
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)

13. // gemiusAdMonitor
Top 5 most popular ad formats - Share of campaigns (1/2)
300x250 71,5%
728x90
Bulgaria
21,4%
300x600 5,9%
960x200 2,5%
940x210 2,3%
300x300
Czech Republic
53,0%
970x210 39,3%
300x600 37,7%
300x250 36,9%
480x300 31,4%
300x250 64,9%
728x90
Hungary
61,9%
250x250 54,8%
468x120 49,1%
330x247 35,9%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: gemiusDirectEffect/AdOcean 2011 H2
Analysed ads: Regular banners

14. // gemiusAdMonitor
Top 5 most popular ad formats - Share of campaigns (2/2)
750x200 55,2%
300x250 31,9%
Poland
750x300 25,1%
300x600 15,6%
750x100 9,7%
300x250 72,3%
Romania
728x90 63,2%
160x600 34,0%
728x300 0,8%
500x400 0,6%
300x300 53,5%
320x320
Slovakia
17,3%
950x100 4,9%
960x100 3,7%
460x300 3,5%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: gemiusDirectEffect/AdOcean 2011 H2
Analysed ads: Regular banners

15. // gemiusAdMonitor
Top 5 most popular ad formats – Average CTR (1/2)
940x210 1,03%
960x200
Bulgaria
0,51%
300x600 0,37%
300x250 0,22%
728x90 0,15%
300x600
Czech Republic
0,31%
970x210 0,23%
480x300 0,19%
300x250 0,15%
300x300 0,14%
330x247 0,36%
728x90
Hungary
0,28%
300x250 0,26%
250x250 0,14%
468x120 0,14%
0,00% 0,20% 0,40% 0,60% 0,80% 1,00% 1,20%
Source: gemiusDirectEffect/AdOcean 2011 H2
Analysed ads: Regular banners

16. // gemiusAdMonitor
Top 5 most popular ad formats – Average CTR (2/2)
750x100 0,44%
750x300 0,27%
Poland
300x250 0,23%
750x200 0,21%
300x600 0,17%
500x400 3,64%
Romania
728x300 0,38%
300x250 0,17%
728x90 0,14%
160x600 0,13%
320x320 1,07%
460x300
Slovakia
0,36%
300x300 0,28%
960x100 0,26%
950x100 0,21%
0,0% 0,5% 1,0% 1,5% 2,0% 2,5% 3,0% 3,5% 4,0%
Source: gemiusDirectEffect/AdOcean 2011 H2
Analysed ads: Regular banners

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
1,7%
1,2% Leisure Time
0,9% Finance, Insurance, Brokerage
0,4%
0,2% Food
6,7%
18,3% Telecommunications
2,6%
3,2% Automotive
Trade
3,9%
Computers and Audio Video
4,1% Household Equipment, Furniture And Decorations
15,2% Media, Books, CD & DVD
4,2%
Travel, Tourism, Hotels & Restaurants
Clothing & Accessories
8,9%
Beverages and Alcohol
9,8% Pharmaceuticals
9,3% Personal Care and Hygiene
9,6%
Real Estate
Household Products
Other
Source: gemiusDirectEffect/AdOcean 2011 H2

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
*Exact average CTR values per sector are
available in paid version of the report
Source: gemiusDirectEffect/AdOcean 2011 H2

20. // gemiusAdMonitor
Share of ad impressions by sector - Czech Republic
1,8% Finance, Insurance, Brokerage
1,3%
0,1% Beverages and Alcohol
5,9% Automotive
1,9%
2,1% Telecommunications
2,2%
30,9% Food
2,2%
2,8% Trade
3,3% Personal Care and Hygiene
Computers and Audio Video
5,3%
Household Equipment, Furniture And Decorations
Real Estate
11,8% Pharmaceuticals
14,3% Travel, Tourism, Hotels & Restaurants
14,1% 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
1,4% Finance, Insurance, Brokerage
0,6%
0,1% Telecommunications
7,0% Automotive
1,8%
2,2% Media, Books, CD & DVD
2,2% Beverages and Alcohol
2,5% 33,4%
Household Equipment, Furniture And Decorations
3,4%
Food
3,4%
Personal Care and Hygiene
4,3%
Pharmaceuticals
4,6% Computers and Audio Video
Trade
13,2% Travel, Tourism, Hotels & Restaurants
20,1%
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
Telecommunications
0,8%
0,7% Trade
0,6%
0,3% Finance, Insurance, Brokerage
0,2% 1,6% 2,8% Automotive
2,2%
2,7% Media, Books, CD & DVD
2,9% 25,8%
Personal Care and Hygiene
4,0%
Food
5,6% Travel, Tourism, Hotels & Restaurants
Leisure Time
Beverages and Alcohol
7,8%
Household Equipment, Furniture And Decorations
Pharmaceuticals
17,9%
Clothing & Accessories
10,1%
Computers and Audio Video
14,2% 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
Trade
1,5%
1,2% Finance, Insurance, Brokerage
0,7%
0,4% Leisure Time
0,4% 8,4%
Telecommunications
1,9% 25,5% Automotive
1,9%
Media, Books, CD & DVD
2,0%
2,4% Beverages and Alcohol
Real Estate
4,3%
Food
4,3% Personal Care and Hygiene
Travel, Tourism, Hotels & Restaurants
7,0% 13,8%
Computers and Audio Video
Household Equipment, Furniture And Decorations
11,6% Pharmaceuticals
12,8%
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
0,8% Finance, Insurance, Brokerage
0,7%
0,6% Personal Care and Hygiene
0,5%
0,3% Telecommunications
0,1% 10,8%
Trade
2,1% Food
2,5% 32,2% Automotive
3,3% Clothing & Accessories
Beverages and Alcohol
4,1%
Media, Books, CD & DVD
5,7% Household Equipment, Furniture And Decorations
Computers and Audio Video
6,4% Household Products
11,9% Pharmaceuticals
6,6%
Real Estate
11,4%
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
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.

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
Gemius – gemiusAdMonitor provider
• 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

35. Join us @: Contact: Media contact:
Facebook.com/GemiusGroup gemiusDirectEffect Product Manager Global PR & Communications Director
Twitter.com/Gemius Tamas Acs Marta Klepka
Slideshare.net/Gemius_com tamas.acs@gemius.com marta.klepka@gemius.com
YouTube.com/wwwGemiusCom press@gemius.com