gemiusadmonitor_hu_4q2010
Post on 13-Sep-2014
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DESCRIPTION
TRANSCRIPT
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gemiusAdMonitor
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Warsaw, March 2011
Online display advertising in HungarygemiusAdMonitor
Most popular and effective display adsin 4th quarter of 2010
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gemiusAdMonitor
gemiusAdMonitor
About the report
• gemiusAdMonitor is a periodic report made by Gemius. The source of the data is the gemiusDirectEffect research, which is the leading online advertisement monitoring system in the CEE region. gemiusAdMonitor presents the ranking of most popular online ad formats and a wide range of indicators for display campaigns. Moreover, the report describes the advertising activity within chosen sectors of online market such as: finance, telecommunication and other.
• Information in the report:o Most often used ad formatso Average number of impressions per creative for given ad formatso Average number of clicks per creative for given ad formatso Average CTR for most often used ad formatso Share of campaigns using specific ad formatso Share of campaigns by sectorso Share of ad impressions by sectorso Share of ad clicks by sectorso Average CTR for specific sectorso Average number of ad impressions per campaign by specific sectorso Average number of ad clicks per campaign by specific sectorso Most often used ad formats by sectors
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gemiusAdMonitor
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Most popular advertising forms
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gemiusAdMonitor
gemiusAdMonitor
Key findings
• 728 x 90, 250 x 250, and 468 x 120 were the most popular ad formats present on the Hungarian market in the 4th quarter of 2010. They were not only used more frequently than other formats but also the majority of the campaigns applied them. Among these formats 728 x 90 and 250 x 250 turned out to be the leading formats and were each used by 57% of campaigns.
• The interesting thing is that the popularity of given formats does not highly correspond with their effectiveness. The three most popular formats [728 x 90, 250 x 250, 468 x 120] did not reach the highest CTR (Click-Through Ratio) values and amounted to 0,17%, 0,11%, and 0,16% respectively.
• The most effective format in terms of gaining clicks turned out to be the one that was the most intrusive. The highest result was gained by Toplayer, where the average CTR was equal to 2,22%.
• Only 728 x 90, as one of the most popular formats was among those which had on average the most impressions in a campaign (1,22 mil.). With this result 728 x 90 finished on third position while the first two positions were taken by 120 x 240 (1,50 mil.) and 160 x 600 (1,30 mil.).
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gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Hungary
Most often used ad formats
gemiusAdMonitor
23,3%
13,6%
12,8%
11,7%
10,2%
6,2%
4,5%
1,7%
1,6%
1,5%
1,2%
0,9%
0,8%
0,8%
0,7%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 22% 24% 26%
728x90
250x250
468x120
330x247
300x250
310x232
920x110
460x200
160x600
160x290
toplayer
214x200
120x240
750x90
980x100
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gemiusAdMonitor
15 most popular formats - Average number of impressions per creative for given ad formats
gemiusAdMonitor
1,50
1,30
1,22
1,17
1,11
0,98
0,78
0,73
0,60
0,53
0,43
0,37
0,34
0,30
0,22
0,0 0,2 0,4 0,6 0,8 1,0 1,2 1,4 1,6
120x240
160x600
728x90
920x110
750x90
310x232
250x250
460x200
160x290
300x250
980x100
468x120
214x200
330x247
toplayer
Millions
source: gemiusDirectEffect, 4th quarter of 2010, Hungary
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gemiusAdMonitor
15 most popular formats - Average number of clicks per creative for given ad formats
gemiusAdMonitor
2,76
2,72
1,10
0,75
0,59
0,58
0,57
0,57
0,47
0,45
0,41
0,34
0,26
0,19
0,19
0,0 0,2 0,4 0,6 0,8 1,0 1,2 1,4 1,6 1,8 2,0 2,2 2,4 2,6 2,8 3,0
toplayer
750x90
728x90
920x110
330x247
160x600
460x200
310x232
214x200
250x250
300x250
980x100
468x120
160x290
120x240
Thousands
source: gemiusDirectEffect, 4th quarter of 2010, Hungary
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gemiusAdMonitor
15 most popular formats - Average CTR (click through ratio)
gemiusAdMonitor
2,22%
0,96%
0,55%
0,22%
0,20%
0,17%
0,16%
0,12%
0,11%
0,11%
0,10%
0,09%
0,08%
0,05%
0,05%
0,00% 0,30% 0,60% 0,90% 1,20% 1,50% 1,80% 2,10% 2,40%
toplayer
214x200
330x247
300x250
750x90
728x90
468x120
460x200
250x250
310x232
920x110
980x100
160x600
120x240
160x290
source: gemiusDirectEffect, 4th quarter of 2010, Hungary
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gemiusAdMonitor
15 most popular formats - Share of campaigns using specific formats *
* The numbers do not sum up to 100% as a campaign can use more than one form.
gemiusAdMonitor
57,3%
57,0%
43,6%
40,0%
38,1%
34,9%
33,7%
17,3%
13,2%
9,5%
8,5%
7,6%
7,4%
6,9%
3,2%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65%
250x250
728x90
468x120
330x247
300x250
920x110
310x232
460x200
160x600
980x100
toplayer
160x290
750x90
214x200
120x240
source: gemiusDirectEffect, 4th quarter of 2010, Hungary
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gemiusAdMonitor
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Chosen market sectors
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gemiusAdMonitor
gemiusAdMonitor
Key findings
• As far as market sectors are concerned Finance and Telecommunication are the ones with the greatest share of campaigns (23,6% and 11,5% respectively). Campaigns concerning Automotive and Trade have taken the next places with 10,6% and 8,5%.
• Taking impressions into consideration the relation for the top 4 remains the same. Almost 40% impressions are generated by creatives from Finance sector, and together with Telecommunications they account for 62% of all impressions. The impressions per campaign indicator with almost 27 mil. is the highest in Telecommunications sector, leaving Finance behind with 22 mil. Out of the remaining sectors, there are 6 with over 7 mil. impressions per campaign and the differences between them in these terms are not large.
• Except for Media sector (for which the CTR percentage value amounts to 1,99%), the average CTR does not differ much among other branches, with the average result oscillating around 0,26%. The lowest result is obtained by the Telecommunications sector (amounting to 0,15%). Finance, taking a large share of campaigns’ and impressions’ volume, lacks clicks and ends up with a rather low CTR of 0,19%.
• 728 x 90 format is observed as the most popular ad format in all of the analyzed sectors except for Household Equipment and Travel and Tourism, where it is not even present in the top 3 most popular ad formats.
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gemiusAdMonitor
Share of campaigns by sectors
gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Hungary
23,6%
11,5%
10,6%
8,5%6,7%
5,5%
4,8%
4,8%
3,5%
3,0%2,1%
1,6%1,4%
1,2%
11,1%
Finance, Insurance, Brokerage
Telecomunications
Automotive
Trade
Computers and Audio Video
Household Equipment, Furniture And Decorations
Pharmaceuticals
Food
Media, Books, CD & DVD
Personal Care and Hygiene
Travel and Tourism
Household Products
Beverages and Alcohol
Clothing & Accessories
Other
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0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
Share of impressions by sectors
gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Hungary
38,8%
23,2%
7,7%
5,4%
4,3%
3,1%
2,6%1,6%
1,3%1,1%
1,0%1,0%
0,8% 0,3%
7,9%
Finance, Insurance, Brokerage
Telecomunications
Automotive
Trade
Food
Pharmaceuticals
Computers and Audio Video
Household Equipment, Furniture And Decorations
Media, Books, CD & DVD
Personal Care and Hygiene
Beverages and Alcohol
Household Products
Travel and Tourism
Clothing & Accessories
Other
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0 1 0 1 0 0 1
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gemiusAdMonitor
Share of clicks by sectors
gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Hungary
28,1%
18,2%
14,9%
10,0%
5,7%
4,8%
3,9%
2,4%1,4%
1,1%
1,0%0,9%
0,9% 0,4%
6,5%
Finance, Insurance, Brokerage
Telecomunications
Media, Books, CD & DVD
Automotive
Trade
Food
Computers and Audio Video
Pharmaceuticals
Personal Care and Hygiene
Household Products
Household Equipment, Furniture And Decorations
Beverages and Alcohol
Travel and Tourism
Clothing & Accessories
Other
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0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
Average number of ad impressions per campaign by sectors
gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Hungary
26,77
21,94
11,78
9,67
9,64
8,53
8,44
7,94
5,22
5,19
4,91
4,66
3,75
3,42
0 5 10 15 20 25 30
Telecomunications
Finance, Insurance, Brokerage
Food
Beverages and Alcohol
Automotive
Pharmaceuticals
Trade
Household Products
Travel and Tourism
Computers and Audio Video
Media, Books, CD & DVD
Personal Care and Hygiene
Household Equipment, Furniture And Decorations
Clothing & Accessories
Millions
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0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
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0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
Average number of ad clicks per campaign by sectors
gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Hungary
50,30
18,48
13,95
11,59
10,96
8,02
7,87
7,30
6,72
5,77
5,30
4,81
4,00
2,05
0 10 20 30 40 50 60
Media, Books, CD & DVD
Telecomunications
Finance, Insurance, Brokerage
Food
Automotive
Household Products
Trade
Beverages and Alcohol
Computers and Audio Video
Pharmaceuticals
Personal Care and Hygiene
Travel and Tourism
Clothing & Accessories
Household Equipment, Furniture And Decorations
Thousands
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0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
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0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
Average CTR (click through ratio) by sectors
gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Hungary
1,99%
0,52%
0,40%
0,39%
0,35%
0,33%
0,25%
0,24%
0,21%
0,20%
0,19%
0,19%
0,16%
0,15%
0,00% 0,50% 1,00% 1,50% 2,00% 2,50%
Media, Books, CD & DVD
Automotive
Beverages and Alcohol
Clothing & Accessories
Household Equipment, Furniture And Decorations
Food
Household Products
Computers and Audio Video
Trade
Travel and Tourism
Finance, Insurance, Brokerage
Personal Care and Hygiene
Pharmaceuticals
Telecomunications
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0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
Most often used ad formats by sectors (1/2)
gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Hungary
Finance, Insurance, Brokerage Telecomunications
728x90 18% 728x90 30%
250x250 17% 300x250 18%
330x247 13% 250x250 14%
Other 52% Other 38%
Trade Automotive
728x90 25% 728x90 25%
468x120 19% 250x250 14%
330x247 15% 330x247 13%
Other 41% Other 48%
Computers and Audio Video Pharmaceuticals
728x90 23% 728x90 24%
250x250 15% 468x120 19%
920x110 10% 250x250 18%
Other 52% Other 40%
Food Media, Books, CD & DVD
728x90 20% 728x90 34%
468x120 16% 330x247 15%
250x250 16% 468x120 14%
Other 47% Other 37%
//019
0 1 0 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
Most often used ad formats by sectors (2/2)
gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Hungary
Personal Care and Hygiene Household Equipment, Furniture And Decorations
728x90 14% 250x250 28%
250x250 14% 160x290 10%
468x120 11% 900x540 8%
Other 61% Other 54%
Travel and Tourism Household Products
920x110 19% 728x90 24%
310x232 19% 468x120 22%
160x600 12% 250x250 13%
Other 51% Other 41%
Beverages and Alcohol Clothing & Accessories
728x90 20% 728x90 30%
468x120 14% 468x120 26%
250x250 14% 330x247 9%
Other 53% Other 34%
//020
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0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
gemiusAdMonitor
Methodological note
• The source of the data is the gemiusDirectEffect research, which is one of the most often used advertisement monitoring systems in the CEE region.
• Formats typical for online messengers and mailing were excluded from the research – the scope of analysis are the display advertisements on websites.
• 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.
• 17 market sectors were distinguished for the research.
• For the most popular sectors the „others” category gathers all branches, for which frequency of occurrence was smaller than 5.
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0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
gemiusAdMonitor
Definitions (1/2)
• Creative – a graphic static or dynamic advertisement placed on websites
• Creative form – a sort of creation, which name is dependant of the size and the way of displaying (e.g. Scroll, Expand, toplayer).
• Ad format – the size of a creative showed in pixels (e.g. 300x300).
• Ad impression – a single display of a creative.
• Campaign – marketing campaign, within which specific creatives were displayed.
• Most often used ad formats – The relation between the number of each of creatives being one of 15 most popular forms of creative 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 creative in a given creative form.
• Average CTR (click through ratio) – average of quotients (cookie clicks/cookie impressions) for each creative of a given ad format.
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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.
• 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 CTR (click through ratio) by sectors – average of quotients (cookie clicks/cookie impressions) for each creative of a given sector.
• Most often used ad formats by sectors – top three most often used ad formats in particular sectors.
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gemiusAdMonitor
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Gemius SAWołoska 7 Street
02-675 Warsaw, PLwww.gemius.com
Phone: +4822 390 90 90Fax: +4822 874 41 01
Contact with sales department:[email protected]