gemiusAdMonitor 2012 H2 short version

gemiusAdMonitor
report

Warsaw,
April
2013

The
most
popular
and

eﬀec2ve
display
ads

H2
2012

Bulgaria

Croa;a

Czech
Rep.

Hungary

Latvia

Ukraine

Lithuania

Poland

Romania

Serbia

Slovakia

Slovenia

Content

About
the
report
3

Most
popular
adver;sing
forms
8

Mobile
trends
36

Chosen
market
sectors
49

Methodology
and
deﬁni;ons
74

About
the
report
3

Most
popular
adver;sing
forms
5

Mobile
trends
33

Chosen
market
sectors
46

Methodology
and
deﬁni;ons
71

4

gemiusAdMonitor
//

gemiusAdMonitor,
2012.07.01
–
2012.12.31

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
adver2sement
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
adver2sing

ac2vity
within
chosen
sectors
of
online
market
such
as:
finance,
telecommunica2on
and
other.

What
can
be
found
in
this
report?

–  Average
CTR
and
CTR
by
country

–  Average
CTR
by
country
and
format
type

–  Average
CTR
by
country
–
trend

–  Share
of
campaigns
using
specific
ad
format
types

–  Top
5
most
popular
ad
formats
–
Share
of
campaigns

–  Top
5
most
popular
ad
formats
–
Average
CTR,
CTR

–  Desktop/mobile
share
of
ad
impressions
by
quarters

–  Share
of
ad
impressions
by
sectors

–  Average
CTR,
CTR
by
sectors

5

gemiusAdMonitor
//

gemiusAdMonitor,
2012.07.01
–
2012.12.31

Analysed
countries

Bulgaria

Croa;a
Czech

Rep.

Hungary
Latvia

Lithuania

Poland
Romania
Serbia
Slovakia

Slovenia

Ukraine

New
countries
joined

6

gemiusAdMonitor
//

gemiusAdMonitor,
2012.07.01
–
2012.12.31

Average
CTR
and
CTR
–
how
it’s
calculated?

gemiusAdMonitor
H2
2012
report
features
CTR
(click-‐through-‐rate)
as
the
indicator
of
effec2veness
as
it

is
a
metric
which
is
commonly
available
for
most
online
adver2sing
campaigns
and
one
of
the
most

comparable.
S2ll,
a
complete
analysis
of
an
adver2sing
campaign
effec2veness
requires
measuring
by

more
than
one
metric
and
this
is
why
Gemius
also
provides
its
clients
with
several
addi2onal
tools
to
do

so.

Average
CTR

This
method
is
consistent
with
the
previous
waves
of
the
research.
Average
CTR
is
an
average
of

cookie
clicks
/
cookie
impressions
quo2ents
which
is
calculated
per
each
crea2ve-‐placement
pair.

This
way
each
pair
is
treated
equally
no
maSer
how
many
impressions
were

noted.

CTR

This
method
treats
each
pair
based
on
it’s
size
in
terms
of
the
number
of

impressions.
The
method
is
taking
a
quo2ent
of
the
total
number
of
cookie
clicks
/
total
number
of

cookie
impressions
of
the
given
node,
whether
it
is
a
market
sector
or
a
format
type.
This
way

campaigns
with
less
impressions
have
less
impact
on
the
resul2ng
CTR
making
larger
campaigns

more
influen2al.
In
effect
the
more
impressions
on
the
given
pair,
the
more

influence
it
will
have
on
the
resul2ng
CTR.

7

gemiusAdMonitor
//

gemiusAdMonitor,
2012.07.01
–
2012.12.31

How
rich
media
iden;fica;on
changed
and
why
mobile

stats
appeared?

Rich
Media
classifica2on
changed
compared
to
the
previous
waves
of
the
research.
Now,
the

classifica2on
is
also
based
on
interac2ons.

previous
method:

Rich
Media
-‐
any
of
the
following
ad
format
types:
Preroll,
Brandmark,
Expand,

Pop-‐
up/Pop-‐under,
Scroll
Toplayer,
Toplayer,
Inters22al,
Wideboard,
Video,
Wallpaper,
xHtml,

Sponsored
Link,
Ar2cle,
Videos22al.

2012.H2
method:

Rich
Media
-‐
an
adver2sing
type
consis2ng
of
any
format
type
using
interac2ons
(without

inscreen,
dwell
and
end)
or
consis2ng
of
any
of
the
following
ad
format
types:
Preroll,

Brandmark,
Expand,
Pop-‐up/Pop-‐under,
Scroll
Toplayer,
Toplayer,
Inters22al,
Wideboard,

Video,
Wallpaper,
xHtml,
Sponsored
Link,
Ar2cle,
Videos22al.

Why
mobile
stats
appeared:
mobile
becomes
the
strategic
part
of
most
of
the
adver2sing

campaigns
with
dedicated
crea2ve
formats
and
landing
pages
therefore
it
is
important
to
evaluate

how
big
is
the
share
of
the
audience
watching
the
adver2sement
via
mobile
browsers.

9

gemiusAdMonitor
//

Average
CTR
and
CTR
by
country

Source:
2012
H2

0,39%
0,45%
0,38%
0,28%
0,35%
0,30%
0,62%
0,29%
0,26%
0,58%
0,30%
1,15%
0,19%
0,31%
0,18%
0,11%
0,10%
0,09%
0,36%
0,19%
0,13%
0,36%
0,14%
0,95%
0,00%
0,20%
0,40%
0,60%
0,80%
1,00%
1,20%
1,40%
Bulgaria
Croatia
Czech

Republic
Hungary
Latvia
Lithuania
Poland
Romania
Serbia
Slovakia
Slovenia
Ukraine
Average
CTR CTR

10

gemiusAdMonitor
//

Average
CTR
by
country
and
format
type*

Source:
2012
H2

(*)

format
types
are
deﬁned
in
the
methodology
and
deﬁni;ons
sec;on
of
the
report

11

gemiusAdMonitor
//

Average
CTR
by
country
-‐
trend

Source:
2012
H2

12

gemiusAdMonitor
//

Share
of
campaigns
using
specific
ad
format
types*

–
Bulgaria

Source:
2012
H2

(*)

format
types
are
defined
in
the
methodology
and
defini;ons
sec;on
of
the
report

93,4%
16,1%
2,2% 1,8% 1,6% 1,4% 0,2% 1,9%
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
3,00%
3,50%
4,00%
4,50%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
CTR
Campaign
share
Campaign
share Average
CTR CTR

13

gemiusAdMonitor
//

Share
of
campaigns
using
specific
ad
format
types*

–
Croa;a

Source:
2012
H2

(*)

format
types
are
defined
in
the
methodology
and
defini;ons
sec;on
of
the
report

87,2%
13,3% 11,3%
8,9%
3,9%
6,9%
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
CTR
Campaign
share
Campaign
share Average
CTR CTR

14

gemiusAdMonitor
//

Share
of
campaigns
using
specific
ad
format
types*

–
Czech
Republic

Source:
2012
H2

(*)

format
types
are
defined
in
the
methodology
and
defini;ons
sec;on
of
the
report

81,6%
30,4%
25,3%
9,1%
2,3% 2,1%
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
CTR
Campaign
share
Campaign
share Average
CTR CTR

15

gemiusAdMonitor
//

92,2%
35,0%
10,6% 8,8%
6,7% 6,4% 5,8% 5,6% 4,0% 2,6% 1,0%
3,5%
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
3,00%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
CTR
Campaign
share
Campaign
share Average
CTR CTR
Share
of
campaigns
using
specific
ad
format
types*

–
Hungary

Source:
2012
H2

(*)

format
types
are
defined
in
the
methodology
and
defini;ons
sec;on
of
the
report

16

gemiusAdMonitor
//

94,4%
4,7% 3,8% 1,9% 1,2% 0,9% 0,5% 0,6%
0,00%
0,20%
0,40%
0,60%
0,80%
1,00%
1,20%
1,40%
1,60%
1,80%
2,00%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
CTR
Campaign
share
Campaign
share Average
CTR CTR
Share
of
campaigns
using
specific
ad
format
types*

–
Latvia

Source:
2012
H2

(*)

format
types
are
defined
in
the
methodology
and
defini;ons
sec;on
of
the
report

17

gemiusAdMonitor
//

90,8%
9,2% 8,4% 8,0%
3,3% 1,7% 0,5% 0,4%
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
CTR
Campaign
share
Campaign
share Average
CTR CTR
Share
of
campaigns
using
specific
ad
format
types*

–
Lithuania

Source:
2012
H2

(*)

format
types
are
defined
in
the
methodology
and
defini;ons
sec;on
of
the
report

18

gemiusAdMonitor
//

Share
of
campaigns
using
specific
ad
format
types*

–
Poland

Source:
2012
H2

(*)

format
types
are
defined
in
the
methodology
and
defini;ons
sec;on
of
the
report

59,9%
30,2%
20,4%
13,8%
9,1% 9,0% 8,8%
5,3% 4,1% 2,6% 2,2% 0,9%
3,2%
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
3,00%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
CTR
Campaign
share
Campaign
share Average
CTR CTR

19

gemiusAdMonitor
//

Share
of
campaigns
using
specific
ad
format
types*

–
Romania

Source:
2012
H2

(*)

format
types
are
defined
in
the
methodology
and
defini;ons
sec;on
of
the
report

88,4%
20,5%
4,6% 3,0% 1,8% 1,5% 1,1% 0,5% 1,5%
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
CTR
Campaign
share
Campaign
share Average
CTR CTR

20

gemiusAdMonitor
//

Share
of
campaigns
using
specific
ad
format
types*

–
Serbia

Source:
2012
H2

(*)

format
types
are
defined
in
the
methodology
and
defini;ons
sec;on
of
the
report

91,3%
11,8% 10,6%
1,9% 1,9% 1,9%
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
3,00%
3,50%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
CTR
Campaign
share
Campaign
share Average
CTR CTR

21

gemiusAdMonitor
//

Share
of
campaigns
using
specific
ad
format
types*

–
Slovakia

Source:
2012
H2

(*)

format
types
are
defined
in
the
methodology
and
defini;ons
sec;on
of
the
report

84,6%
8,5% 8,2%
4,8% 3,7% 2,5% 1,1% 0,6% 0,9%
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
3,00%
3,50%
4,00%
4,50%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
CTR
Campaign
share
Campaign
share Average
CTR CTR

22

gemiusAdMonitor
//

Share
of
campaigns
using
specific
ad
format
types*

–
Slovenia

Source:
2012
H2

(*)

format
types
are
defined
in
the
methodology
and
defini;ons
sec;on
of
the
report

98,9%
1,6% 1,6% 1,9%
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
3,00%
3,50%
4,00%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
CTR
Campaign
share
Campaign
share Average
CTR CTR

23

gemiusAdMonitor
//

Share
of
campaigns
using
specific
ad
format
types*

–
Ukraine

Source:
2012
H2

(*)

format
types
are
defined
in
the
methodology
and
defini;ons
sec;on
of
the
report

50,8%
39,0% 37,3%
10,2%
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
7,00%
8,00%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
CTR
Campaign
share
Campaign
share Average
CTR CTR

24

gemiusAdMonitor
//

Top
5
most
popular
ad
formats
–
Share
of
campaigns
(1/6)

Source:
2012
H2

72,69%
23,57%
8,59%
1,37%
0,22%
66,67%
27,68%
27,12%
22,60%
12,99%
0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00%
300x250
728x90
300x600
940x210
616x89
300x250
300x600
970x250
728x90
160x600
BulgariaCroatia

25

gemiusAdMonitor
//

Top
5
most
popular
ad
formats
–
Share
of
campaigns
(2/6)

Source:
2012
H2

40,43%
40,00%
30,11%
26,02%
7,96%
67,32%
61,45%
48,95%
39,91%
27,11%
0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00%
300x600
300x300
970x210
300x250
970x310
300x250
728x90
468x120
250x250
970x250
Czech
RepublicHungary

26

gemiusAdMonitor
//

Top
5
most
popular
ad
formats
–
Share
of
campaigns
(3/6)

Source:
2012
H2

19,51%
16,10%
12,02%
9,40%
3,22%
22,57%
15,23%
11,60%
8,22%
7,80%
0,00% 5,00% 10,00% 15,00% 20,00% 25,00%
250x250
995x100
980x90
250x400
420x260
300x250
750x100
300x600
995x100
980x200
LatviaLithuania

27

gemiusAdMonitor
//

Top
5
most
popular
ad
formats
–
Share
of
campaigns
(4/6)

Source:
2012
H2

28

gemiusAdMonitor
//

Top
5
most
popular
ad
formats
–
Share
of
campaigns
(5/6)

Source:
2012
H2

77,50%
53,75%
8,33%
3,33%
2,50%
64,16%
6,85%
6,39%
5,48%
4,22%
0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00% 90,00%
300x250
728x90
300x600
300x300
250x180
300x300
300x600
120x600
990x200
160x600
SerbiaSlovakia

29

gemiusAdMonitor
//

Top
5
most
popular
ad
formats
–
Share
of
campaigns
(6/6)

Source:
2012
H2

46,20%
45,65%
19,84%
4,62%
4,08%
70,00%
53,33%
23,33%
23,33%
10,00%
0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00%
160x600
300x250
728x90
300x600
1000x150
300x250
240x350
240x400
728x240
728x90
SloveniaUkraine

30

gemiusAdMonitor
//

Top
5
most
popular
ad
formats
–
Average
CTR,
CTR

(1/6)

Source:
2012
H2

0,44%
0,30%
0,26%
0,24%
0,14%
0,27%
0,22%
0,15%
0,11%
0,10%
0,65%
0,23%
0,15%
0,10%
0,12%
0,22%
0,20%
0,14%
0,08%
0,07%
0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70%
940x210
300x600
300x250
728x90
616x89
970x250
160x600
300x600
728x90
300x250
BulgariaCroatia
Average
CTR CTR

31

gemiusAdMonitor
//

Top
5
most
popular
ad
formats
–
Average
CTR,
CTR

(2/6)

Source:
2012
H2

0,25%
0,18%
0,13%
0,11%
0,08%
0,31%
0,13%
0,09%
0,08%
0,07%
0,18%
0,17%
0,09%
0,08%
0,06%
0,30%
0,06%
0,05%
0,05%
0,04%
0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35%
300x600
970x210
300x300
970x310
300x250
970x250
300x250
728x90
468x120
250x250
Czech
RepublicHungary
Average
CTR CTR

32

gemiusAdMonitor
//

Top
5
most
popular
ad
formats
–
Average
CTR,
CTR

(3/6)

Source:
2012
H2

0,23%
0,21%
0,15%
0,13%
0,12%
0,27%
0,22%
0,21%
0,19%
0,12%
0,18%
0,12%
0,04%
0,05%
0,12%
0,23%
0,16%
0,10%
0,11%
0,03%
0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30%
420x260
995x100
250x250
250x400
980x90
980x200
750x100
300x600
995x100
300x250
LatviaLithuania
Average
CTR CTR

33

gemiusAdMonitor
//

Top
5
most
popular
ad
formats
–
Average
CTR,
CTR

(4/6)

Source:
2012
H2

34

gemiusAdMonitor
//

Top
5
most
popular
ad
formats
–
Average
CTR,
CTR

(5/6)

Source:
2012
H2

1,29%
0,18%
0,13%
0,13%
0,06%
0,49%
0,47%
0,40%
0,26%
0,12%
1,44%
0,08%
0,07%
0,12%
0,06%
0,37%
0,21%
0,20%
0,12%
0,11%
0,00% 0,20% 0,40% 0,60% 0,80% 1,00% 1,20% 1,40% 1,60%
300x300
728x90
300x250
300x600
250x180
990x200
300x600
300x300
160x600
120x600
SerbiaSlovakia
Average
CTR CTR

35

gemiusAdMonitor
//

Top
5
most
popular
ad
formats
–
Average
CTR,
CTR

(6/6)

Source:
2012
H2

0,21%
0,19%
0,13%
0,13%
0,12%
0,45%
0,28%
0,27%
0,23%
0,15%
0,08%
0,14%
0,11%
0,08%
0,07%
0,55%
0,52%
0,29%
0,20%
0,17%
0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60%
160x600
300x600
1000x150
728x90
300x250
728x90
240x350
300x250
728x240
240x400
SloveniaUkraine
Average
CTR CTR

About
the
report
3

Most
popular
adver;sing
forms
8

Mobile
trends
36

Chosen
market
sectors
49

Methodology
and
deﬁni;ons
74

37

gemiusAdMonitor
//

Desktop/mobile
share
of
ad
impressions
by
quarters

–
Bulgaria

Source:
gemiusDirectEﬀect
2012

98,8% 98,6% 97,3% 97,3%
1,2% 1,4%
2,7% 2,7%
80,0%
82,0%
84,0%
86,0%
88,0%
90,0%
92,0%
94,0%
96,0%
98,0%
100,0%
2012.Q1 2012.Q2 2012.Q3 2012.Q4
Desktop
(%) Mobile
(%)

38

gemiusAdMonitor
//

Desktop/mobile
share
of
ad
impressions
by
quarters

–
Croa;a

Source:
gemiusDirectEﬀect
2012

97,9% 97,8% 97,1% 96,8%
2,1% 2,2%
2,9% 3,2%
80,0%
82,0%
84,0%
86,0%
88,0%
90,0%
92,0%
94,0%
96,0%
98,0%
100,0%
2012.Q1 2012.Q2 2012.Q3 2012.Q4
Desktop
(%) Mobile
(%)

39

gemiusAdMonitor
//

Desktop/mobile
share
of
ad
impressions
by
quarters

–
Czech
Republic

Source:
gemiusDirectEﬀect
2012

98,7% 98,3% 97,6% 97,6%
1,3%
1,7%
2,4% 2,4%
80,0%
82,0%
84,0%
86,0%
88,0%
90,0%
92,0%
94,0%
96,0%
98,0%
100,0%
2012.Q1 2012.Q2 2012.Q3 2012.Q4
Desktop
(%) Mobile
(%)

40

gemiusAdMonitor
//

Desktop/mobile
share
of
ad
impressions
by
quarters

–
Hungary

Source:
gemiusDirectEﬀect
2012

98,1% 97,7% 95,3% 96,2%
1,9% 2,3%
4,7%
3,8%
80,0%
82,0%
84,0%
86,0%
88,0%
90,0%
92,0%
94,0%
96,0%
98,0%
100,0%
2012.Q1 2012.Q2 2012.Q3 2012.Q4
Desktop
(%) Mobile
(%)

41

gemiusAdMonitor
//

Desktop/mobile
share
of
ad
impressions
by
quarters

–
Latvia

Source:
gemiusDirectEﬀect
2012

98,4% 98,0% 97,5% 96,9%
1,6% 2,0%
2,5%
3,1%
80,0%
82,0%
84,0%
86,0%
88,0%
90,0%
92,0%
94,0%
96,0%
98,0%
100,0%
2012.Q1 2012.Q2 2012.Q3 2012.Q4
Desktop
(%) Mobile
(%)

42

gemiusAdMonitor
//

Desktop/mobile
share
of
ad
impressions
by
quarters

–
Lithuania

Source:
gemiusDirectEﬀect
2012

98,4% 98,2% 97,5% 95,4%
1,6% 1,8%
2,5%
4,6%
80,0%
82,0%
84,0%
86,0%
88,0%
90,0%
92,0%
94,0%
96,0%
98,0%
100,0%
2012.Q1 2012.Q2 2012.Q3 2012.Q4
Desktop
(%) Mobile
(%)

43

gemiusAdMonitor
//

Desktop/mobile
share
of
ad
impressions
by
quarters

–
Poland

Source:
gemiusDirectEﬀect
2012

99,4% 99,2% 98,8% 98,4%
0,6% 0,8% 1,2% 1,6%
80,0%
82,0%
84,0%
86,0%
88,0%
90,0%
92,0%
94,0%
96,0%
98,0%
100,0%
2012.Q1 2012.Q2 2012.Q3 2012.Q4
Desktop
(%) Mobile
(%)

44

gemiusAdMonitor
//

Desktop/mobile
share
of
ad
impressions
by
quarters

–
Romania

Source:
gemiusDirectEﬀect
2012

99,0% 98,6% 98,5% 97,9%
1,0% 1,4% 1,5%
2,1%
80,0%
82,0%
84,0%
86,0%
88,0%
90,0%
92,0%
94,0%
96,0%
98,0%
100,0%
2012.Q1 2012.Q2 2012.Q3 2012.Q4
Desktop
(%) Mobile
(%)

45

gemiusAdMonitor
//

Desktop/mobile
share
of
ad
impressions
by
quarters

–
Serbia

Source:
gemiusDirectEﬀect
2012

97,1% 96,7% 96,0% 95,5%
2,9% 3,3%
4,0%
4,5%
80,0%
82,0%
84,0%
86,0%
88,0%
90,0%
92,0%
94,0%
96,0%
98,0%
100,0%
2012.Q1 2012.Q2 2012.Q3 2012.Q4
Desktop
(%) Mobile
(%)

46

gemiusAdMonitor
//

Desktop/mobile
share
of
ad
impressions
by
quarters

–
Slovakia

Source:
gemiusDirectEﬀect
2012

97,8% 97,6% 97,0% 96,6%
2,2% 2,4%
3,0% 3,4%
80,0%
82,0%
84,0%
86,0%
88,0%
90,0%
92,0%
94,0%
96,0%
98,0%
100,0%
2012.Q1 2012.Q2 2012.Q3 2012.Q4
Desktop
(%) Mobile
(%)

47

gemiusAdMonitor
//

Desktop/mobile
share
of
ad
impressions
by
quarters

–
Slovenia

Source:
gemiusDirectEﬀect
2012

97,8% 97,7% 95,4% 97,0%
2,2% 2,3%
4,6%
3,0%
80,0%
82,0%
84,0%
86,0%
88,0%
90,0%
92,0%
94,0%
96,0%
98,0%
100,0%
2012.Q1 2012.Q2 2012.Q3 2012.Q4
Desktop
(%) Mobile
(%)

48

gemiusAdMonitor
//

Desktop/mobile
share
of
ad
impressions
by
quarters

–
Ukraine

Source:
gemiusDirectEﬀect
2012

98,5% 97,1% 98,1% 97,7%
1,5%
2,9%
1,9% 2,3%
80,0%
82,0%
84,0%
86,0%
88,0%
90,0%
92,0%
94,0%
96,0%
98,0%
100,0%
2012.Q1 2012.Q2 2012.Q3 2012.Q4
Desktop
(%) Mobile
(%)

50

gemiusAdMonitor
//

Share
of
ad
impressions
by
sectors

–
Bulgaria

Source:
2012
H2

14,3%
13,5%
12,0%
8,2%
4,6%4,3%
4,1%
4,1%
2,4%
1,6%
1,4%
0,8%
0,8%
0,5%
0,3%
0,1%
26,9%
Household
Equipment,
Furniture
And
Decorations
Media,
Books,
CD
&
DVD
Finance,
Insurance,
Brokerage
Leisure
Time
Telecommunications
Food
Automotive
Beverages
and
Alcohol
Pharmaceuticals
Computers
and
Audio
Video
Personal
Care
and
Hygiene
Real
Estate
Travel,
Tourism,
Hotels
&
Restaurants
Clothing
&
Accessories
Household
Products
Trade
Other

51

gemiusAdMonitor
//

Average
CTR,
CTR
by
sectors

–
Bulgaria

Source:
2012
H2

Clothing
&
Accessories
Automotive
Real
Estate
Beverages
and
Alcohol
Computers
and
Audio
Video
Personal
Care
and
Hygiene
Food
Pharmaceuticals
Finance,
Insurance,
Brokerage
Household
Products
Household
Equipment,
Furniture
And
Decorations
Telecommunications
Travel,
Tourism,
Hotels
&
Restaurants
Media,
Books,
CD
&
DVD
Leisure
Time
Trade
Average
CTR CTR

52

gemiusAdMonitor
//

Share
of
ad
impressions
by
sectors

–
Croa;a

Source:
2012
H2

24,0%
16,6%
13,3%
10,4%
7,9%
7,8%
5,8%
2,7%
2,1%
0,8%
8,6%
Finance,
Insurance,
Brokerage
Automotive
Computers
and
Audio
Video
Personal
Care
and
Hygiene
Travel,
Tourism,
Hotels
&
Restaurants
Food
Beverages
and
Alcohol
Telecommunications
Clothing
&
Accessories
Trade
Other

53

gemiusAdMonitor
//

Average
CTR,
CTR
by
sectors

–
Croa;a

Source:
2012
H2

Clothing
&
Accessories
Trade
Personal
Care
and
Hygiene
Beverages
and
Alcohol
Automotive
Telecommunications
Food
Finance,
Insurance,
Brokerage
Computers
and
Audio
Video
Travel,
Tourism,
Hotels
&
Restaurants
Average
CTR CTR

54

gemiusAdMonitor
//

Share
of
ad
impressions
by
sectors

–
Czech
Republic

Source:
2012
H2

36,4%
12,5%
12,3%
5,4%
4,9%
4,1%
3,0%
2,9%
2,9%
1,7%
1,5%
1,4%
1,1%
1,1%
0,7%
7,9%
Finance,
Insurance,
Brokerage
Automotive
Travel,
Tourism,
Hotels
&
Restaurants
Personal
Care
and
Hygiene
Telecommunications
Household
Equipment,
Furniture
And
Decorations
Trade
Leisure
Time
Food
Real
Estate
Beverages
and
Alcohol
Computers
and
Audio
Video
Pharmaceuticals
Household
Products
Clothing
&
Accessories
Other

55

gemiusAdMonitor
//

Average
CTR,
CTR
by
sectors

–
Czech
Republic

Source:
2012
H2

Clothing
&
Accessories
Beverages
and
Alcohol
Food
Household
Equipment,
Furniture
And
Decorations
Leisure
Time
Automotive
Personal
Care
and
Hygiene
Telecommunications
Finance,
Insurance,
Brokerage
Trade
Pharmaceuticals
Computers
and
Audio
Video
Household
Products
Travel,
Tourism,
Hotels
&
Restaurants
Real
Estate
Average
CTR CTR

56

gemiusAdMonitor
//

Share
of
ad
impressions
by
sectors

–
Hungary

Source:
2012
H2

27,8%
27,5%
10,0%
5,9%
3,9%
3,8%
3,4%
3,2%
2,9%
2,1%
2,1%
1,4%
1,2%
0,7%
0,6%
3,5%
Telecommunications
Finance,
Insurance,
Brokerage
Automotive
Food
Trade
Personal
Care
and
Hygiene
Pharmaceuticals
Beverages
and
Alcohol
Leisure
Time
Computers
and
Audio
Video
Household
Products
Travel,
Tourism,
Hotels
&
Restaurants
Media,
Books,
CD
&
DVD
Clothing
&
Accessories
Household
Equipment,
Furniture
And
Decorations
Other

57

gemiusAdMonitor
//

Average
CTR,
CTR
by
sectors

–
Hungary

Source:
2012
H2

Leisure
Time
Personal
Care
and
Hygiene
Beverages
and
Alcohol
Food
Household
Equipment,
Furniture
And
Decorations
Household
Products
Clothing
&
Accessories
Finance,
Insurance,
Brokerage
Computers
and
Audio
Video
Automotive
Pharmaceuticals
Trade
Telecommunications
Media,
Books,
CD
&
DVD
Travel,
Tourism,
Hotels
&
Restaurants
Average
CTR CTR

58

gemiusAdMonitor
//

Share
of
ad
impressions
by
sectors

–
Latvia

Source:
2012
H2

16,8%
15,6%
10,0%
9,5%7,8%
7,5%
4,2%
4,2%
2,5%
2,3%
2,1%
1,0%
0,9%
0,9%
0,5%
0,4%
14,0%
Trade
Travel,
Tourism,
Hotels
&
Restaurants
Leisure
Time
Automotive
Telecommunications
Media,
Books,
CD
&
DVD
Pharmaceuticals
Finance,
Insurance,
Brokerage
Computers
and
Audio
Video
Real
Estate
Beverages
and
Alcohol
Food
Personal
Care
and
Hygiene
Clothing
&
Accessories
Household
Equipment,
Furniture
And
Decorations
Household
Products
Other

59

gemiusAdMonitor
//

Average
CTR,
CTR
by
sectors

–
Latvia

Source:
2012
H2

Telecommunications
Food
Computers
and
Audio
Video
Personal
Care
and
Hygiene
Finance,
Insurance,
Brokerage
Beverages
and
Alcohol
Automotive
Clothing
&
Accessories
Travel,
Tourism,
Hotels
&
Restaurants
Real
Estate
Trade
Household
Equipment,
Furniture
And
Decorations
Pharmaceuticals
Household
Products
Leisure
Time
Media,
Books,
CD
&
DVD
Average
CTR CTR

60

gemiusAdMonitor
//

Share
of
ad
impressions
by
sectors

–
Lithuania

Source:
2012
H2

18,8%
18,8%
11,7%
8,7%
5,5%
5,2%
4,9%
3,2%
2,8%
2,3%
2,3%
2,3%
1,3%
1,1%
0,8%
10,5%
Leisure
Time
Trade
Finance,
Insurance,
Brokerage
Automotive
Beverages
and
Alcohol
Real
Estate
Pharmaceuticals
Media,
Books,
CD
&
DVD
Travel,
Tourism,
Hotels
&
Restaurants
Clothing
&
Accessories
Telecommunications
Food
Computers
and
Audio
Video
Household
Equipment,
Furniture
And
Decorations
Personal
Care
and
Hygiene
Other

61

gemiusAdMonitor
//

Average
CTR,
CTR
by
sectors

–
Lithuania

Source:
2012
H2

Travel,
Tourism,
Hotels
&
Restaurants
Personal
Care
and
Hygiene
Beverages
and
Alcohol
Automotive
Food
Telecommunications
Pharmaceuticals
Finance,
Insurance,
Brokerage
Leisure
Time
Clothing
&
Accessories
Computers
and
Audio
Video
Media,
Books,
CD
&
DVD
Household
Equipment,
Furniture
And
Decorations
Trade
Real
Estate
Average
CTR CTR

62

gemiusAdMonitor
//

Share
of
ad
impressions
by
sectors

–
Poland

Source:
2012
H2

25,1%
14,2%
9,9%8,2%
7,7%
6,6%
6,4%
3,9%
3,3%
2,5%
2,3%
2,0%
1,7%
1,3%
0,4%
0,1%
4,3%
Telecommunications
Finance,
Insurance,
Brokerage
Automotive
Trade
Personal
Care
and
Hygiene
Food
Household
Equipment,
Furniture
And
Decorations
Beverages
and
Alcohol
Computers
and
Audio
Video
Pharmaceuticals
Clothing
&
Accessories
Media,
Books,
CD
&
DVD
Travel,
Tourism,
Hotels
&
Restaurants
Leisure
Time
Household
Products
Real
Estate
Other

63

gemiusAdMonitor
//

Average
CTR,
CTR
by
sectors

–
Poland

Source:
2012
H2

Leisure
Time
Media,
Books,
CD
&
DVD
Personal
Care
and
Hygiene
Food
Travel,
Tourism,
Hotels
&
Restaurants
Pharmaceuticals
Clothing
&
Accessories
Beverages
and
Alcohol
Telecommunications
Household
Products
Trade
Household
Equipment,
Furniture
And
Decorations
Computers
and
Audio
Video
Automotive
Finance,
Insurance,
Brokerage
Real
Estate
Average
CTR CTR

64

gemiusAdMonitor
//

Share
of
ad
impressions
by
sectors

–
Romania

Source:
2012
H2

19,2%
18,5%
11,4%10,1%
4,2%
4,0%
3,3%
2,3%
2,0%
2,0%
1,8%
1,6%
1,3%
1,1%
0,9%
0,1%
15,9%
Trade
Finance,
Insurance,
Brokerage
Automotive
Leisure
Time
Telecommunications
Media,
Books,
CD
&
DVD
Personal
Care
and
Hygiene
Household
Equipment,
Furniture
And
Decorations
Real
Estate
Pharmaceuticals
Food
Travel,
Tourism,
Hotels
&
Restaurants
Household
Products
Beverages
and
Alcohol
Computers
and
Audio
Video
Clothing
&
Accessories
Other

65

gemiusAdMonitor
//

Average
CTR,
CTR
by
sectors

–
Romania

Source:
2012
H2

Personal
Care
and
Hygiene
Beverages
and
Alcohol
Household
Products
Leisure
Time
Food
Clothing
&
Accessories
Media,
Books,
CD
&
DVD
Pharmaceuticals
Trade
Household
Equipment,
Furniture
And
Decorations
Computers
and
Audio
Video
Automotive
Travel,
Tourism,
Hotels
&
Restaurants
Real
Estate
Telecommunications
Finance,
Insurance,
Brokerage
Average
CTR CTR

66

gemiusAdMonitor
//

Share
of
ad
impressions
by
sectors

–
Serbia

Source:
2012
H2

46,4%
10,7%
9,4%
6,7%
6,1%
5,7%
3,9%
2,8%
1,7%
1,3%
1,3%
4,0%
Telecommunications
Finance,
Insurance,
Brokerage
Personal
Care
and
Hygiene
Automotive
Beverages
and
Alcohol
Computers
and
Audio
Video
Food
Travel,
Tourism,
Hotels
&
Restaurants
Leisure
Time
Trade
Household
Equipment,
Furniture
And
Decorations
Other

67

gemiusAdMonitor
//

Average
CTR,
CTR
by
sectors

–
Serbia

Source:
2012
H2

Leisure
Time
Travel,
Tourism,
Hotels
&
Restaurants
Trade
Household
Equipment,
Furniture
And
Decorations
Automotive
Food
Finance,
Insurance,
Brokerage
Computers
and
Audio
Video
Beverages
and
Alcohol
Personal
Care
and
Hygiene
Telecommunications
Average
CTR CTR

68

gemiusAdMonitor
//

Share
of
ad
impressions
by
sectors

–
Slovakia

Source:
2012
H2

28,0%
21,5%
9,0%
7,5%
4,8%
4,4%
4,3%
3,2%
2,0%
1,9%
1,5%
1,3%
1,1%
0,5%
0,4%
0,1%
8,7%
Telecommunications
Finance,
Insurance,
Brokerage
Beverages
and
Alcohol
Automotive
Food
Household
Equipment,
Furniture
And
Decorations
Personal
Care
and
Hygiene
Computers
and
Audio
Video
Trade
Clothing
&
Accessories
Media,
Books,
CD
&
DVD
Real
Estate
Pharmaceuticals
Travel,
Tourism,
Hotels
&
Restaurants
Leisure
Time
Household
Products
Other

69

gemiusAdMonitor
//

Average
CTR,
CTR
by
sectors

–
Slovakia

Source:
2012
H2

Telecommunications
Food
Personal
Care
and
Hygiene
Real
Estate
Household
Products
Automotive
Beverages
and
Alcohol
Finance,
Insurance,
Brokerage
Pharmaceuticals
Trade
Household
Equipment,
Furniture
And
Decorations
Computers
and
Audio
Video
Travel,
Tourism,
Hotels
&
Restaurants
Clothing
&
Accessories
Media,
Books,
CD
&
DVD
Leisure
Time
Average
CTR CTR

70

gemiusAdMonitor
//

Share
of
ad
impressions
by
sectors

–
Slovenia

Source:
2012
H2

35,3%
13,5%
9,8%
6,6%
3,8%
3,7%
3,7%
3,1%
1,2%
1,0%
0,4%
0,3%
0,1%
17,4%
Finance,
Insurance,
Brokerage
Automotive
Trade
Telecommunications
Computers
and
Audio
Video
Personal
Care
and
Hygiene
Food
Travel,
Tourism,
Hotels
&
Restaurants
Leisure
Time
Beverages
and
Alcohol
Household
Products
Pharmaceuticals
Household
Equipment,
Furniture
And
Decorations
Other

71

gemiusAdMonitor
//

Average
CTR,
CTR
by
sectors

–
Slovenia

Source:
2012
H2

Household
Products
Telecommunications
Personal
Care
and
Hygiene
Finance,
Insurance,
Brokerage
Household
Equipment,
Furniture
And
Decorations
Beverages
and
Alcohol
Travel,
Tourism,
Hotels
&
Restaurants
Leisure
Time
Trade
Automotive
Pharmaceuticals
Food
Computers
and
Audio
Video
Average
CTR CTR

72

gemiusAdMonitor
//

Share
of
ad
impressions
by
sectors

–
Ukraine

Source:
2012
H2

40,3%
22,9%
13,7%
12,6%
4,8%
5,7%
Trade
Computers
and
Audio
Video
Beverages
and
Alcohol
Telecommunications
Finance,
Insurance,
Brokerage
Other

73

gemiusAdMonitor
//

Average
CTR,
CTR
by
sectors

–
Ukraine

Source:
2012
H2

Beverages
and
Alcohol
Computers
and
Audio
Video
Telecommunications
Trade
Finance,
Insurance,
Brokerage
Average
CTR CTR

75

Methodology
//

•  The
source
of
the
data
is
research,
which
is
one
of
the

most
frequently
used
adver2sement
monitoring
systems
in
the
CEE
region.

•  Formats
typical
for
mailing
were
excluded
from
the
research.

•  Every
campaign
having
place
in
the
analyzed
period
was
included
in
the
research,

except
the
ones
that
had
less
than
1000
impressions
in
the
analyzed
period.

•  The
presented
data
on
ad
impressions
and
ad
clicks
are
cookie
events.

•  In
market
sectors,
the
„other”
category
contains
all
the
remaining
sectors
not
deﬁned

in
the
research
and
all
other
sectors
where
the
number
of
campaigns
from
that
sector

was
smaller
than
5
in
the
analyzed
period.

Methodology
(1/2)

76

Methodology
//

•  17
market
sectors
were
dis;nguished
for
the
research:

–  Clothing
&
Accessories
(clothes,
shoes,
jewelry,
bags)

–  Automo;ve
(cars,
trucks,
patrol,
gas,
2res,
motors,
bicycles)

–  Beverages
and
Alcohol
(juices,
beers,
soda,
wine,
champagne,
energy
drinks,
vodka,
mineral

water,
tea,
coﬀee)

–  Computers
and
Audio
Video
(notebooks,
computer
accessories,
CD
players
,
cameras)

–  Finance,
Insurance,
Brokerage
(banks,
insurance,
credit
ins2tu2ons)

–  Food
(sweets,
cakes,
bread,
rolls,
meat,
fruits,
vegetables,
rice,
noodles)

–  Household
Equipment,
Furniture
And
Decora;ons
(furniture,
small
household
goods,
dishes)

–  Household
Products
(washing
powders,
air
freshener,

washing
up
liquid)

–  Leisure
Time
(cinema,
theatre,
toys,
concerts)

–  Media,
Books,
CD
&
DVD
(movies,
television
sta2ons,
radio
sta2ons,
audiobooks)

–  Personal
Care
and
Hygiene
(cosme2cs,
perfumes,
eyeliners,
lips2cks,
massage,
all
body
care

products,
all
make
up
products,
body
lo2ons)

–  Pharmaceu;cals
(vitamins,
an2bio2cs,
pain
killers,
all
pills
and
medicine
equipment)

–  Real
Estate
(real
estate
agencies,
housing
associa2ons,
developers)

–  Telecommunica;ons
(internet,
mobile
phones,
mobile
network)

–  Trade
(super-‐and
hypermarkets,
shops,
warehouses,
video
rental
)

–  Travel,
Tourism,
Hotels
&
Restaurants
(hotels,
public
transport,
buses,
trains,
planes,
travel

agencies)

–  Other

Methodology
(2/2)

77

Defini;ons
of
concepts

//

Defini;ons
of
concepts
(1/2)

•  Crea;ve
–
a
graphic,
sta2c
or
dynamic,
adver2sement
placed
on
websites.

•  Ad
format
–
the
size
of
a
crea2ve
expressed
in
pixels
(e.g.
300x300).

•  Ad
format
type
–
the
type
of
a
crea2ve
expressed
in
leSers
or
pixels
(e.g.,300x300,

Preroll,
250x250,
Wallpaper).

•  Crea;ve
area
-‐
ad
area
in
pixels,
calculated
by
mul2plying
ad
height
by
ad
width.

•  Adver;sing
type
–
all
crea2ves
categorized
by
type
(regular
banners,
rich
media,

unrecognized
formats).

•  Unrecognized
formats
–
an
adver2sing
type
consis2ng
of
crea2ves
which
format
and

type
was
not
recognized.

•  Regular
Banners
–
adver2sing
type
consis2ng
of
ad
formats
(crea2ves
expressed
in

pixels).

•  Rich
Media
–
an
adver2sing
type
consis2ng
of
any
format
type
using
interac2ons

(without
inscreen,
dwell
and
end)
or
consis2ng
of
any
of
the
following
ad
format
types:

Preroll,
Brandmark,
Expand,
Pop-‐up/Pop-‐under,
Scroll
Toplayer,
Toplayer,
Inters22al,

Wideboard,
Video,
Wallpaper,
xHtml,
Sponsored
Link,
Ar2cle,
Videos22al.

•  Campaign
–
a
marke2ng
campaign
in
which
specific
crea2ves
are
displayed.

78

Defini;ons
of
concepts

//

Defini;ons
of
concepts
(2/2)

•  Most
ohen
used
ad
format
types
–
most
popular
format
types
determined
by
the

number
of
crea2ves
in
that
format.

•  Ad
impression
–
a
single
instance
of
a
crea2ve
being
displayed.

•  Ad
click
–
a
single
instance
of
a
crea2ve
being
clicked.

•  Average
CTR
(Click
Through
Ra;o)
–
average
of
quo2ents
(cookie
clicks
/
cookie

impressions)
for
each
pair
of
the
given
ad
format.

•  CTR
(Click
Through
Ra;o)
–
cookie
clicks
/
cookie
impressions
for
the

given
ad
format.

•  Share
of
campaigns
using
specific
ad
formats
–
the
percentage
of
campaigns
that
use
a

given
crea2ve
format
in
the
total
number
of
campaigns.

•  Desktop/mobile
share
of
ad
impressions
–
based
on
campaigns
star2ng
and
ending
in

the
analyzed
period.
The
desktop/mobile
dis2nc2on
relies
on
browser
type

categoriza2on
in
which
the
impression
was
noted.

•  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.

•  Most
ohen
used
ad
formats
by
sectors
–
top
three
most
ocen
used
ad
formats
in

par2cular
sectors.

Join
us
@:

Facebook.com/GemiusGroup

Twiker.com/Gemius

Slideshare.net/Gemius_com

YouTube.com/wwwGemiusCom

Contact:
Press
contact:

Gemius
SA

18
B
Postepu
Street

Orion
Building,
9
ﬂoor

02-‐676
Warsaw,
Poland

+
48
22
390
90
90

contact@gemius.com

Natalia
Osica

natalia.osica@gemius.com

Interna;onal
Agency
Segment
Manager

Tamas
Acs

tamas.acs@gemius.com

80

Gemius
as
the
currency
in
online
measurement

JIC
Standard:
Poland,

Slovakia,
Czech
Republic,

Hungary,
Slovenia,
Turkey,

Israel,
Denmark,
Ukraine,

Belarus,
Moldova

De
facto
currency:
Lithuania,

Latvia,
Bulgaria,
Bosnia,

Croa2a,
Serbia

Start-‐up:
Estonia,
Russia,

Romania,
Kazakhstan,

Portugal,
Macedonia,

MENA
(UAE,
KSI,
Egypt,
Syria,

Lebanon,
Jordan,
Oman,

Qatar,
Iraq,
Kuwait,
Morocco)

gemiusAdMonitor 2012 H2 short version

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