gemius_admonitor_h1_2011
Post on 12-Sep-2014
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DESCRIPTION
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. 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.TRANSCRIPT
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gemiusAdMonitor Czech Republic, Hungary, Poland, Slovakia
The most popular and effective display ads
H1 2011
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About the report
gemiusAdMonitor
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. 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
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Page 04 Most popular ad formats
Page 22 Chosen market sectors
Page 31 Methodology and Definitions
Contents
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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
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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0 1 0 1 0 0 1 0 1 0 1 0 1
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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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0 1 0 1 0 1 0 1 0 1
0 0 1 0 1 0 1 0 1
0 1 0 0 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
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0 1 0 1 0 0 1
Most popular ad formats
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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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Average CTR by country
H1 2011
0,59%
0,46%
0,30%
0,25%
0,00%
0,10%
0,20%
0,30%
0,40%
0,50%
0,60%
0,70%
Slovakia Poland Czech Rep. Hungary
Source: gemiusDirectEffect 2011 H1
Analysed Ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
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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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Top 3 most popular ad formats - Share of campaigns
H1 2011
Source: gemiusDirectEffect 2011 H1
Analysed Ads: Regular banners only
81,9%
8,3%
12,4%
54,6%
51,9%
55,0%
49,9%
34,9%
27,4%
50,1%
27,8%
21,1%
300x300
728x90
250x250
728x90
300x250
250x250
300x300
480x300
300x600
750x200
300x250
750x300
Slo
va
kia
Hu
ng
ary
Cze
ch R
ep
.P
ola
nd
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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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Average CTR - Top 3 most popular ad formats (Slovakia)
H1 2011
Source: gemiusDirectEffect 2011 H1
Analysed Ads: Regular banners only
Average CTR – 0,28%
0,24%
0,10%
0,12%
0,08% 0,12% 0,16% 0,20% 0,24% 0,28% 0,32%
728x90
250x250
300x300
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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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Average CTR - Top 3 most popular ad formats (Hungary)
H1 2011
Source: gemiusDirectEffect 2011 H1
Analysed Ads: Regular banners only
Average CTR – 0,19%
0,17%
0,20%
0,13%
0,10% 0,12% 0,14% 0,16% 0,18% 0,20% 0,22%
728x90
300x250
250x250
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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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Average CTR - Top 3 most popular ad formats (Czech Rep.)
H1 2011
Source: gemiusDirectEffect 2011 H1
Analysed Ads: Regular banners only
Average CTR – 0,20%
0,14%
0,20%
0,34%
0,12% 0,16% 0,20% 0,24% 0,28% 0,32% 0,36%
300x300
480x300
300x600
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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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Average CTR - Top 3 most popular ad formats (Poland)
H1 2011
Source: gemiusDirectEffect 2011 H1
Analysed Ads: Regular banners only
Average CTR – 0,19%
0,21%
0,14%
0,25%
0,12% 0,14% 0,16% 0,18% 0,20% 0,22% 0,24% 0,26%
750x200
300x250
750x300
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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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Top ad formats by average CTR - Slovakia
H1 2011
Source: gemiusDirectEffect 2011 H1
Analysed Ads: Regular banners only
0,24%
0,26%
0,33%
0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35%
Slovakia
990x200
468x300
300x300
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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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Top ad formats by average CTR - Hungary
H1 2011
Source: gemiusDirectEffect 2011 H1
Analysed Ads: Regular banners only
0,27%
0,47%
0,61%
0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70%
Hungary
214x200
750x90
980x100
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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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Top ad formats by average CTR – Czech Rep.
H1 2011
Source: gemiusDirectEffect 2011 H1
Analysed Ads: Regular banners only
0,23%
0,24%
0,34%
0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40%
Czech Rep.
300x600
970x210
418x120
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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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Top ad formats by average CTR - Poland
H1 2011
Source: gemiusDirectEffect 2011 H1
Analysed Ads: Regular banners only
0,24%
0,24%
0,25%
0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30%
Poland
750x300
970x300
950x200
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15
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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Average CTR by ad area (in pixels) - Slovakia
H1 2011
Source: gemiusDirectEffect 2011 H1
Analysed Ads: Regular banners only
0,00%
0,05%
0,10%
0,15%
0,20%
0,25%
0,30%
0,35%
Average CTR (by ad area in pixels)
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16
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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Average CTR by ad area (in pixels) - Hungary
H1 2011
Source: gemiusDirectEffect 2011 H1
Analysed Ads: Regular banners only
0,00%
0,10%
0,20%
0,30%
0,40%
0,50%
0,60%
0,70%
Average CTR (by ad area in pixels)
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/ 0
17
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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Average CTR by ad area (in pixels) – Czech Rep.
H1 2011
Source: gemiusDirectEffect 2011 H1
Analysed Ads: Regular banners only
0,00%
0,05%
0,10%
0,15%
0,20%
0,25%
0,30%
0,35%
0,40%
Average CTR (by ad area in pixels)
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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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Average CTR by ad area (in pixels) - Poland
H1 2011
Source: gemiusDirectEffect 2011 H1
Analysed Ads: Regular banners only
0,00%
0,05%
0,10%
0,15%
0,20%
0,25%
0,30%
Average CTR (by ad area in pixels)
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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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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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0 1 0 1 0 1 0 1 0 1
0 0 1 0 1 0 1 0 1
0 1 0 0 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
0 1 0 1 0 0 1
Chosen market sectors
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20
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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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Share of ad impressions by sector - Slovakia
H1 2011
29,4%
20,2%
9,8%
9,1%
7,0%
4,9%
3,6%
2,8%
2,4%
1,3%0,6%0,4%0,3%
8,3%
Finance, Insurance, Brokerage
Telecommunications
Automotive
Food
Trade
Beverages and Alcohol
Personal Care and Hygiene
Travel, Tourism, Hotels & Restaurants
Pharmaceuticals
Clothing & Accessories
Household Equipment, Furniture And Decorations
Real Estate
Computers and Audio Video
Other
Source: gemiusDirectEffect 2011 H1
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21
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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Average CTR by sector - Slovakia
H1 2011
1,50%
1,11%
0,76%
0,71%
0,71%
0,53%
0,53%
0,49%
0,44%
0,44%
0,32%
0,22%
0,16%
0,0% 0,2% 0,4% 0,6% 0,8% 1,0% 1,2% 1,4% 1,6%
Clothing & Accessories
Telecommunications
Personal Care and Hygiene
Automotive
Food
Real Estate
Household Equipment, Furniture And Decorations
Trade
Beverages and Alcohol
Pharmaceuticals
Finance, Insurance, Brokerage
Computers and Audio Video
Travel, Tourism, Hotels & Restaurants
Source: gemiusDirectEffect 2011 H1
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22
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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Share of ad impressions by sector - Hungary
H1 2011
31,4%
23,1%
13,2%
5,1%
4,9%
3,8%
3,1%
2,2%1,8%
1,7%
1,4%0,4%0,4%0,4%0,3%0,3% 6,6%
Finance, Insurance, Brokerage
Telecommunications
Automotive
Personal Care and Hygiene
Household Equipment, Furniture And Decorations
Food
Pharmaceuticals
Beverages and Alcohol
Trade
Media, Books, CD & DVD
Computers and Audio Video
Real Estate
Clothing & Accessories
Travel, Tourism, Hotels & Restaurants
Household Products
Leisure Time
Other
Source: gemiusDirectEffect 2011 H1
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23
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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Average CTR by sector - Hungary
H1 2011
0,93%
0,67%
0,55%
0,49%
0,33%
0,32%
0,28%
0,28%
0,26%
0,20%
0,20%
0,20%
0,20%
0,19%
0,18%
0,15%
0,0% 0,2% 0,4% 0,6% 0,8% 1,0%
Media, Books, CD & DVD
Clothing & Accessories
Food
Leisure Time
Trade
Automotive
Personal Care and Hygiene
Travel, Tourism, Hotels & Restaurants
Beverages and Alcohol
Telecommunications
Pharmaceuticals
Household Products
Finance, Insurance, Brokerage
Household Equipment, Furniture And Decorations
Computers and Audio Video
Real Estate
Source: gemiusDirectEffect 2011 H1
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/ 0
24
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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Share of ad impressions by sector – Czech Rep.
H1 2011
29,2%
18,8%
10,8%
5,8%
5,6%
5,4%
4,9%
3,1%
2,3%
1,9%
1,5%1,4%1,2%0,6%0,1% 7,3%
Finance, Insurance, Brokerage
Telecommunications
Automotive
Clothing & Accessories
Travel, Tourism, Hotels & Restaurants
Food
Trade
Personal Care and Hygiene
Household Products
Pharmaceuticals
Beverages and Alcohol
Household Equipment, Furniture And Decorations
Computers and Audio Video
Real Estate
Leisure Time
Other
Source: gemiusDirectEffect 2011 H1
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/ 0
25
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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Average CTR by sector – Czech Rep.
H1 2011
0,42%
0,41%
0,39%
0,39%
0,38%
0,36%
0,36%
0,33%
0,30%
0,29%
0,26%
0,18%
0,16%
0,16%
0,15%
0,0% 0,1% 0,2% 0,3% 0,4% 0,5%
Household Equipment, Furniture And Decorations
Personal Care and Hygiene
Real Estate
Computers and Audio Video
Beverages and Alcohol
Food
Clothing & Accessories
Finance, Insurance, Brokerage
Automotive
Household Products
Telecommunications
Travel, Tourism, Hotels & Restaurants
Leisure Time
Trade
Pharmaceuticals
Source: gemiusDirectEffect 2011 H1
//
/ 0
26
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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Share of ad impressions by sector - Poland
H1 2011
17,0%
16,1%
12,5%
10,0%
9,3%
8,2%
5,7%
5,0%
3,3%
0,8%0,8%0,7%0,5%0,4%0,4% 9,1%
Finance, Insurance, Brokerage
Telecommunications
Media, Books, CD & DVD
Trade
Personal Care and Hygiene
Automotive
Food
Beverages and Alcohol
Travel, Tourism, Hotels & Restaurants
Household Equipment, Furniture And Decorations
Computers and Audio Video
Leisure Time
Pharmaceuticals
Clothing & Accessories
Household Products
Other
Source: gemiusDirectEffect 2011 H1
//
/ 0
27
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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Average CTR by sector - Poland
H1 2011
0,83%
0,80%
0,63%
0,60%
0,59%
0,54%
0,49%
0,45%
0,42%
0,41%
0,41%
0,39%
0,27%
0,25%
0,20%
0,0% 0,2% 0,4% 0,6% 0,8% 1,0%
Food
Personal Care and Hygiene
Travel, Tourism, Hotels & Restaurants
Household Products
Leisure Time
Beverages and Alcohol
Telecommunications
Automotive
Clothing & Accessories
Media, Books, CD & DVD
Computers and Audio Video
Trade
Pharmaceuticals
Household Equipment, Furniture And Decorations
Finance, Insurance, Brokerage
Source: gemiusDirectEffect 2011 H1
//
/ 0
28
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
01101
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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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0 1 0 1 0 1 0 1 0 1
0 0 1 0 1 0 1 0 1
0 1 0 0 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
0 1 0 1 0 0 1
Methodology and Definitions
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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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Methodological note
gemiusAdMonitor
• The source of the data is the gemiusDirectEffect research, which is one of the most frequently used advertisement monitoring systems in the CEE region.
• 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
30
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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Definitions (1/2)
gemiusAdMonitor
• Creative – a graphic, static or dynamic, advertisement placed on websites
• 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 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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/ 0
31
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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Definitions (2/2)
gemiusAdMonitor
• 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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/ 0
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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
01101
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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
01101
To purchase the report for any of the countries please contact:
gemiusDirectEffect Product Manager Tamas Acs
Gemius SA
Wołoska 7 Street
02-675 Warsaw, PL
www.gemius.com
Press contact: International Marketing Director
Marta Klepka [email protected]