gemiusadmonitor report: market sectors

Gemius AdMonitor

Market sectors

2014.10 – 2015.03

2

About the report 3

Results for CEE countries 6

Methodology and definitions 59

Content

3

About the report 3



Content

4

About gemiusAdMonitor report

gemiusAdMonitor is a periodical report prepared by Gemius. The source of data are

gemiusDirectEffect and AdOcean ad server, which are the leading online advertisement

monitoring systems in the CEE region.

What can be found in this report?

➜Share of campaings by sectors

➜Share of ad impressions by sectors

➜Share of ad clicks by sectors

➜Average CTR by sectors

5

Analyzed countries

Bulgaria Croatia Czech Rep. Estonia Hungary Latvia

Lithuania Poland Romania Serbia Slovakia Slovenia

Ukraine

6

About the report 3



Content

7Source: gemiusDirectEffect/AdOcean 2014.10-2015.03

Share of campaigns by sectors – Bulgaria

13%

13%

11%

10%7%

7%

7%

6%

6%

5%

5%2%

2%

2%

2%

0.4%

2%

Telecommunications

Finance, Insurance, Brokerage

Automotive

Trade

Leisure Time

Media, Books, CD & DVD

Pharmaceuticals

Food

Beverages and Alcohol

Personal Care and Hygiene

Household Equipment, Furniture And Decorations

Clothing & Accessories

Travel, Tourism, Hotels & Restaurants

Real Estate

Computers and Audio Video

Household Products

Other

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 – Bulgaria

20%

17%

10%10%

9%

6%

5%

4%

4%

3%3%

3%2%2%

1%

0.03%

1%

Trade


Telecommunications

Pharmaceuticals



Automotive




Food

Leisure Time

Real Estate



Household Products

Other

Share of ad impressions by sectors – the percentage of impressionsfor a given sector in the total number of impressions.


Share of ad clicks by sectors – Bulgaria

19%

11%

11%

9%9%

8%

8%

6%

6%

4%2%2%

2%

1%

1%

0.1%

1%

Telecommunications

Automotive

Pharmaceuticals



Food

Trade

Leisure Time






Real Estate


Household Products

Other

Share of ad clicks by sectors – the percentage of clicks for a givensector in the total number of clicks.


Average CTR by sectors – Bulgaria

0.26%

0.26%

0.27%

0.29%

0.29%

0.31%

0.47%

0.48%

0.49%

0.59%

0.62%

0.64%

0.79%

0.96%

1.02%

1.08%





Real Estate

Trade

Pharmaceuticals



Household Products


Telecommunications

Automotive

Leisure Time

Food


Average CTR (Click Through Ratio) – average of quotients (clicks / impressions)for each creative-placement pair.


Share of campaigns by sectors – Croatia

18%

12%

10%

9%9%

8%

6%

4%

4%

3%

3%2%2%

2%1% 8%

Automotive


Telecommunications

Trade

Food




Leisure Time




Household Products

Pharmaceuticals


Other



Share of ad impressions by sectors – Croatia

19%

12%

11%

8%8%

7%

7%

5%

5%

4%

3%2%

1%1%

1%

8%

Automotive


Telecommunications

Leisure Time


Trade

Food





Household Products

Pharmaceuticals



Other

Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.


Share of ad clicks by sectors – Croatia

16%

13%

11%

10%9%

8%

7%

5%

5%

4%

3%2%

2%1%

1%

4%

Automotive



Food


Telecommunications

Trade

Leisure Time

Household Products





Pharmaceuticals


Other



Average CTR by sectors – Croatia


0.17%

0.25%

0.29%

0.32%

0.33%

0.35%

0.39%

0.47%

0.48%

0.49%

0.51%

0.52%

0.58%

0.60%

0.73%


Leisure Time


Telecommunications


Automotive

Trade


Food


Pharmaceuticals




Household Products


Share of campaigns by sectors – Czech Republic

16%

14%

11%

7%6%5%

5%

5%

5%

4%

3%

3%

3%2%

2%

1%

9%

Trade

Automotive




Telecommunications

Leisure Time

Food

Pharmaceuticals



Real Estate




Household Products

Other



Share of ad impressions by sectors – Czech Republic

25%

16%

12%6%

6%

6%

4%

4%

4%

3%2%

1%

1%

1%

1%1%

6%

Trade

Automotive




Telecommunications


Leisure Time

Food


Pharmaceuticals



Household Products


Real Estate

Other



Share of ad clicks by sectors – Czech Republic

24%

15%

10%8%

8%

7%

4%

4%

4%

4%

2%2%

2%

2%1%

0.5%

5%

Automotive

Trade



Food

Telecommunications

Leisure Time


Pharmaceuticals





Household Products


Real Estate

Other



Average CTR by sectors – Czech Republic

0.21%

0.22%

0.24%

0.24%

0.25%

0.27%

0.36%

0.37%

0.38%

0.42%

0.42%

0.46%

0.48%

0.54%

0.68%

0.71%



Trade



Real Estate

Leisure Time

Household Products



Telecommunications

Automotive

Pharmaceuticals



Food



Share of campaigns by sectors – Estonia


13%

9%

8%

7%

7%5%5%4%

4%3%

3%2%

2%2%1%

0.2%

25%

Trade

Automotive



Leisure Time

Telecommunications



Food



Real Estate


Pharmaceuticals


Household Products

Other


Share of ad impressions by sectors – Estonia


20%

18%

8%6%5%

5%

5%

4%

4%

2%2%2%1%

1%1%0.01%

16%

Trade


Automotive



Leisure Time


Household Equipment, Furniture AndDecorationsTelecommunications





Share of ad clicks by sectors – Estonia


28%

11%

7%7%

7%

6%

4%

4%

4%

3%

3%2%

2%1%

1%

0.1%

11%

Trade


Telecommunications

Automotive


Leisure Time



Food




Real Estate

Pharmaceuticals


Household Products

Other


Average CTR by sectors – Estonia


0.23%

0.27%

0.28%

0.31%

0.31%

0.32%

0.32%

0.33%

0.34%

0.41%

0.41%

0.44%

0.46%

0.46%

0.57%

1.10%

Leisure Time





Trade

Real Estate



Automotive


Pharmaceuticals

Food

Telecommunications


Household Products


Share of campaigns by sectors – Hungary

12%

10%

8%

8%

7%7%5%

4%

4%

4%

4%

4%

3%

3%1%1%

15%


Telecommunications

Automotive

Food

Trade

Pharmaceuticals








Leisure Time

Household Products

Real Estate

Other



Share of ad impressions by sectors – Hungary

24%

18%

9%8%

7%

5%

4%

4%

3%

3%3%

1%

1%

1%

1%

1%

8%

Telecommunications


Food

Automotive

Trade

Pharmaceuticals








Real Estate

Leisure Time

Household Products

Other



Share of ad clicks by sectors – Hungary

21%

12%

11%

10%

8%

5%

5%

4%

4%

3%3%

2%2%

1%

1%

1%

7%

Telecommunications


Trade

Automotive

Food


Pharmaceuticals







Leisure Time

Real Estate

Household Products

Other



Average CTR by sectors – Hungary

0.17%

0.18%

0.22%

0.23%

0.25%

0.27%

0.30%

0.34%

0.35%

0.40%

0.40%

0.41%

0.43%

0.53%

0.81%

0.90%


Real Estate


Household Products



Automotive

Pharmaceuticals

Trade


Food

Leisure Time

Telecommunications






Share of campaigns by sectors – Latvia

24%

12%

10%

7%5%5%

4%

4%

4%

3%

3%

3%3%

2%1%

9%

Leisure Time

Automotive

Trade


Real Estate




Telecommunications

Food




Pharmaceuticals


Other



Share of ad impressions by sectors – Latvia

18%

13%

12%

9%6%

6%

5%

4%

3%

2%2%1%1%

1%

1%

16%

Trade


Leisure Time



Telecommunications

Automotive

Food




Real Estate

Pharmaceuticals



Other



Share of ad clicks by sectors – Latvia

23%

12%

11%

9%7%

7%

5%

4%

3%

3%2%

2%2%

2%2% 4%

Trade

Automotive

Telecommunications



Leisure Time



Food




Pharmaceuticals


Real Estate

Other



Average CTR by sectors – Latvia

0.15%

0.16%

0.31%

0.31%

0.31%

0.33%

0.35%

0.37%

0.39%

0.40%

0.48%

0.51%

0.57%

0.61%

0.70%

Leisure Time

Real Estate



Trade





Food

Pharmaceuticals

Automotive


Telecommunications



31Source: AdOcean 2014.10-2015.03

Share of campaigns by sectors – Lithuania

23%

15%

8%7%5%

5%

4%

3%

3%

3%

3%

3%

2%2%

2%

0.3%

12%

Trade

Leisure time


Automotive

Food

Pharmaceuticals

Media, books, CD&DVD

Personal care and hygiene

Computers and audio video

Telecommunications

Real estate

Beverages and alcohol

Household equipment, furniture and decorations

Clothing and accessories

Travel and tourism

Household products

Other


32Source: AdOcean 2014.10-2015.03

Share of ad impressions by sectors – Lithuania

18%

13%

9%

8%6%

6%

5%

4%

3%

2%2%2%1%

1%

1%

0.2%

20%

Leisure time

Trade


Automotive


Pharmaceuticals

Food


Real estate



Telecommunications



Travel and tourism

Household products

Other


33Source: AdOcean 2014.10-2015.03

Share of ad clicks by sectors – Lithuania

16%

11%

9%

8%

6%5%5%

4%

3%

3%

3%2%2%2%1%

0.2%

22%

Trade

Leisure time


Pharmaceuticals

Automotive


Telecommunications

Food





Real estate

Travel and tourism


Household products

Other


34Source: AdOcean 2014.10-2015.03

Average CTR by sectors – Lithuania

0.17%

0.29%

0.32%

0.34%

0.37%

0.38%

0.39%

0.52%

0.57%

0.60%

0.63%

0.65%

0.71%

0.82%

1.49%

3.01%

Real estate

Trade



Automotive



Leisure time


Pharmaceuticals

Travel and tourism


Telecommunications

Food


Household products


35Source: gemiusDirectEffect 2014.10-2015.03

Share of campaigns by sectors – Poland

17%

12%

11%

8%8%

7%

7%

6%

5%

4%

4%3%

2%2%

2%

0.4%

4%

Food


Automotive

Pharmaceuticals

Leisure Time

Telecommunications


Trade






Household Products


Real Estate

Other



Share of ad impressions by sectors – Poland

23%

16%

12%9%

7%

6%

5%

4%

3%3%

2%2%

2%

2%

1%

1%

2%

Automotive

Telecommunications


Food

Pharmaceuticals


Trade


Leisure Time






Real Estate

Household Products

Other



Share of ad clicks by sectors – Poland

17%

16%

15%12%

10%

6%

5%

4%

3%3%

2%2%

1%1%1%0.5%

1%

Automotive

Food

Telecommunications


Trade


Leisure Time

Pharmaceuticals







Household Products

Real Estate

Other



Average CTR by sectors – Poland

0.38%

0.39%

0.44%

0.47%

0.47%

0.50%

0.56%

0.58%

0.74%

0.78%

0.87%

1.00%

1.03%

1.04%

1.16%

1.25%


Real Estate



Automotive


Telecommunications


Pharmaceuticals

Household Products


Trade


Leisure Time

Food




Share of campaigns by sectors – Romania

15%

9%

8%

7%

7%6%6%

5%

5%

4%

4%

4%

2%2%

0.3%

16%


Automotive


Telecommunications

Leisure Time


Food

Pharmaceuticals





Real Estate


Household Products

Other



Share of ad impressions by sectors – Romania

15%

12%

11%

8%7%

7%

6%

4%

4%

4%

3%

3%2%

2%

1%

12%



Automotive

Telecommunications

Pharmaceuticals




Food

Real Estate


Leisure Time



Household Products

Other



Share of ad clicks by sectors – Romania

16%

11%

9%

9%6%5%

5%

5%

5%

4%

4%

3%

2%2%

1%

12%


Real Estate



Telecommunications


Automotive

Pharmaceuticals

Food



Leisure Time



Household Products

Other



Average CTR by sectors – Romania

0.25%

0.27%

0.31%

0.33%

0.33%

0.37%

0.37%

0.38%

0.45%

0.47%

0.48%

0.51%

0.60%

0.66%

0.71%

Telecommunications


Automotive





Real Estate

Food

Leisure Time

Pharmaceuticals


Household Products





Share of campaigns by sectors – Serbia

17%

12%

11%

10%10%

7%

6%

6%

5%

4%

4%2%

2%1%0.9%0.6%

2%

Telecommunications



Food

Leisure Time


Automotive


Trade




Pharmaceuticals


Real Estate

Household Products

Other



Share of ad impressions by sectors – Serbia

24%

22%

10%7%

7%

6%

5%

3%

3%3%

2%2%

2%

1%1%

0.4%

1%


Telecommunications


Automotive


Leisure Time

Food




Trade


Real Estate


Pharmaceuticals

Household Products

Other



Share of ad clicks by sectors – Serbia

23%

17%

15%7%

6%

6%

6%

5%

5%

3%3%

2%1%

1%

1%

0.1%

1%

Telecommunications



Food


Automotive



Leisure Time


Trade


Real Estate

Pharmaceuticals


Household Products

Other



Average CTR by sectors – Serbia

0.08%

0.13%

0.13%

0.13%

0.14%

0.15%

0.16%

0.19%

0.20%

0.21%

0.22%

0.23%

0.27%

0.27%

0.28%

0.28%

Household Products

Leisure Time

Real Estate


Automotive

Pharmaceuticals




Trade

Telecommunications





Food



Share of campaigns by sectors – Slovakia

18%

13%

13%

9%5%5%

4%

4%

4%

4%

3%

3%

3%2%

1%

11%


Trade

Automotive

Telecommunications





Leisure Time


Pharmaceuticals


Food


Real Estate

Other



Share of ad impressions by sectors – Slovakia


30%

18%

11%

10%

6%

5%

4%

3%3%

2%2%

1%1%

0.5%0.2%

4%


Telecommunications

Automotive

Trade



Pharmaceuticals

Food





Leisure Time

Real Estate


Other


Share of ad clicks by sectors – Slovakia

29%

25%9%

8%

7%

4%

4%

4%3%

2%1%

1%0.6%

0.4%0.1%

3%

Telecommunications


Automotive

Trade



Food


Pharmaceuticals



Leisure Time


Real Estate


Other



Average CTR by sectors – Slovakia

0.24%

0.30%

0.32%

0.42%

0.50%

0.52%

0.55%

0.60%

0.68%

0.72%

0.81%

0.83%

0.85%

0.88%

1.04%



Trade



Leisure Time




Automotive

Real Estate

Pharmaceuticals


Telecommunications

Food



Share of campaigns by sectors – Slovenia

13%

13%

12%

10%6%

6%

4%

3%

3%

3%

3%

3%

2%1%

1%

1%

16%

Automotive

Telecommunications


Trade



Food



Pharmaceuticals




Household Products

Leisure Time

Real Estate

Other



Share of ad impressions by sectors – Slovenia

15%

15%

12%

8%8%

4%

4%

4%

3%

2%2%2%2%1%

1%

0.2%

16%

Automotive

Telecommunications


Trade



Food



Pharmaceuticals



Household Products


Leisure Time

Real Estate

Other



Share of ad clicks by sectors – Slovenia

19%

14%

11%

8%8%

7%

6%

5%

4%

3%2%

2%

2%1%

1%0.2%

8%

Telecommunications

Automotive


Trade

Food



Pharmaceuticals





Household Products


Real Estate

Leisure Time

Other



Average CTR by sectors – Slovenia

0.10%

0.18%

0.30%

0.41%

0.43%

0.45%

0.46%

0.52%

0.57%

0.60%

0.64%

0.74%

0.76%

0.81%

0.87%

0.88%

Leisure Time



Telecommunications



Automotive

Household Products




Trade

Pharmaceuticals

Food

Real Estate




Share of campaigns by sectors – Ukraine

13%

12%

12%

12%11%

8%

5%

5%

4%

3%

3%2%

2%

1%

1%

5%

Automotive



Pharmaceuticals


Food



Trade

Telecommunications

Household Products

Sport


Leisure Time

Real Estate

Other



Share of ad impressions by sectors – Ukraine

21%

15%

15%10%

9%

8%

8%

5%3%

2%1%

1%0.1%0.08%0.02%

3%



Food

Automotive


Trade

Pharmaceuticals


Telecommunications


Household Products


Leisure Time

Sport

Real Estate

Other



Share of ad clicks by sectors – Ukraine

19%

19%

16%12%

11%

6%

4%

3%3%

3%2%

0.2%

0.1%

0.01%<0,01%

2%


Pharmaceuticals

Food



Automotive

Household Products

Trade



Telecommunications


Leisure Time

Sport

Real Estate

Other



Average CTR by sectors – Ukraine

0.19%

0.26%

0.63%

0.71%

0.99%

1.02%

1.14%

1.15%

1.25%

1.40%

2.25%

2.32%

3.14%

3.44%

4.17%

Sport

Real Estate


Leisure Time


Automotive


Trade


Telecommunications

Food



Pharmaceuticals

Household Products


59

About the report 3



Content

60

Methodology

➜ The source of data are the gemiusDirectEffect and AdOcean ad servers, which are the leading online advertisement monitoring systems in the CEE region.

➜ From the analyses all self-promotion campaigns were removed (it is campaigns with low priority, which are used to make use of impressions which would be

lost for any commercial or exclusive campaigns). Self-promotion campaigns are used only in AdOcean system.

➜ 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.

61

Methodology

17 market sectors were distinguished for the research:

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

➜ Automotive (cars, trucks, patrol, gas, tires, 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 institutions)

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

➜ Household Equipment, Furniture And Decorations (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 stations, radio stations, audiobooks)

➜ Personal Care and Hygiene (cosmetics, perfumes, eyeliners, lipsticks, massage, all body care products, all make up products, body lotions)

➜ Pharmaceuticals (vitamins, antibiotics, pain killers, all pills and medicine equipment)

➜ Real Estate (real estate agencies, housing associations, developers)

➜ Telecommunications (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

62

Definitions of concepts

➜ 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 impressions for a given sector in the total number of

impressions.

➜ Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.

➜ Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

63

What is more... a wide range of market level benchmarks

➜popularity of advertising forms based on share of impressions or share of campaigns using them,

➜effectiveness of advertising forms based on CTR%, interaction rate etc.,

➜popularity of advertising placement types based on share of impressions,

➜effectiveness of advertising placement types based on CTR%, interaction rate etc.,

➜description of an average advertising campaign based on average reach, real user frequency, number of

impressions, clicks etc.,

➜description of the Internet population in connection with online advertising: share of clicks on ads or interaction

with ads in a month, profile of clickers vs. online population etc.,

➜ share of voice measurement based on share of impressions,

➜ share of PC vs. mobile impressions.

If you would like to learn more about the advertising market, please contact your local Gemius

representative!

We provide information around the following topics:

www.gemius.com

Gemius SA

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02-676 Warsaw

Contact us!

gemiusadmonitor report: market sectors

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