2012 05 gemius_admonitor_report_for_h2_2011
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gemiusAdMonitor report
H2 2011
Warsaw, May 2012
Bulgaria, Czech Republic, Hungary, Poland, Romania, Slovakia - the most popular and effective display ads
Contents
About the report 3
Most popular advertising forms 5
Chosen market sectors 17
Methodology and definitions 30
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.
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
/ U
CT
R
Cam
pai
gn s
har
e
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
/ U
CTR
Cam
pai
gn s
har
e
Campaign share Average CTR
9
gemiusAdMonitor //
Share of campaigns using specific ad formats - Hungary
Source: gemiusDirectEffect 2011 H2 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
94,5%
21,5%
10,5% 7,8% 7,8% 7,6% 5,7% 5,3% 3,4% 2,3% 2,1%
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
3,00%
3,50%
4,00%
4,50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CTR
Cam
pai
gn s
har
e
Campaign share Average CTR
10
gemiusAdMonitor //
Share of campaigns using specific ad formats - Poland
Source: gemiusDirectEffect 2011 H2 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
86,0%
18,2%
12,4% 11,0% 9,9% 9,8% 7,7% 6,8% 5,1% 3,6% 0,8% 0,7% 0,6%
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
3,00%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CTR
Cam
pai
gn s
har
e
Campaign share Average CTR
11
gemiusAdMonitor //
Share of campaigns using specific ad formats - Romania
Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
94,5%
4,9% 4,6% 3,7% 1,9% 1,7% 1,0% 0,6% 0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
7,00%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CTR
Cam
pai
gn s
har
e
Campaign share Average CTR
12
gemiusAdMonitor //
Share of campaigns using specific ad formats - Slovakia
Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
96,8%
5,7% 2,4% 2,2% 1,8% 1,8% 0,6%
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
3,00%
3,50%
4,00%
0%
20%
40%
60%
80%
100%
120%
CTR
Cam
pai
gn s
har
e
Campaign share Average CTR
13
gemiusAdMonitor //
Top 5 most popular ad formats - Share of campaigns (1/2)
Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners
71,5%
21,4%
5,9%
2,5%
2,3%
53,0%
39,3%
37,7%
36,9%
31,4%
64,9%
61,9%
54,8%
49,1%
35,9%
0% 10% 20% 30% 40% 50% 60% 70% 80%
300x250
728x90
300x600
960x200
940x210
300x300
970x210
300x600
300x250
480x300
300x250
728x90
250x250
468x120
330x247
Bu
lgar
ia
Cze
ch R
epu
blic
H
un
gary
14
gemiusAdMonitor //
Top 5 most popular ad formats - Share of campaigns (2/2)
Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners
55,2%
31,9%
25,1%
15,6%
9,7%
72,3%
63,2%
34,0%
0,8%
0,6%
53,5%
17,3%
4,9%
3,7%
3,5%
0% 10% 20% 30% 40% 50% 60% 70% 80%
750x200
300x250
750x300
300x600
750x100
300x250
728x90
160x600
728x300
500x400
300x300
320x320
950x100
960x100
460x300
Po
lan
d
Ro
man
ia
Slo
vaki
a
15
gemiusAdMonitor //
Top 5 most popular ad formats – Average CTR (1/2)
Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners
1,03%
0,51%
0,37%
0,22%
0,15%
0,31%
0,23%
0,19%
0,15%
0,14%
0,36%
0,28%
0,26%
0,14%
0,14%
0,00% 0,20% 0,40% 0,60% 0,80% 1,00% 1,20%
940x210
960x200
300x600
300x250
728x90
300x600
970x210
480x300
300x250
300x300
330x247
728x90
300x250
250x250
468x120
Bu
lgar
ia
Cze
ch R
epu
blic
H
un
gary
16
gemiusAdMonitor //
Top 5 most popular ad formats – Average CTR (2/2)
Source: gemiusDirectEffect/AdOcean 2011 H2 Analysed ads: Regular banners
0,44%
0,27%
0,23%
0,21%
0,17%
3,64%
0,38%
0,17%
0,14%
0,13%
1,07%
0,36%
0,28%
0,26%
0,21%
0,0% 0,5% 1,0% 1,5% 2,0% 2,5% 3,0% 3,5% 4,0%
750x100
750x300
300x250
750x200
300x600
500x400
728x300
300x250
728x90
160x600
320x320
460x300
300x300
960x100
950x100
Po
lan
d
Ro
man
ia
Slo
vaki
a
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
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
Join us global @: Facebook.com/GemiusGroup Twitter.com/Gemius Slideshare.net/Gemius_com YouTube.com/wwwGemiusCom
Contact:
Contry Manager Kaspars Driķis [email protected] Twitter.com/GemiusLV