1. gemiusAdMonitor report
Warsaw, November 2012
The most popular and
effective display ads
H1 2012
Bulgaria
Croatia
Czech Rep.
Hungary
Latvia
Lithuania
Poland
Romania
Serbia
Slovakia

2. Content
About the report 3
Most popular advertising forms 5
Chosen market sectors 27
Methodology and definitions 48

3. About the report 3
Most popular advertising forms 5
Chosen market sectors 27
Methodology and definitions 48

4. gemiusAdMonitor
//
gemiusAdMonitor, 2012.01.01 – 2012.06.30
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

5. About the report 3
Most popular advertising forms 5
Chosen market sectors 27
Methodology and definitions 48

6. gemiusAdMonitor
//
Average CTR by country
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
0,62%
0,56%
0,35%
0,32%
0,30%
0,30%
0,29%
0,27%
0,26%
0,15%
0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70%
Poland
Slovakia
Czech Rep.
Bulgaria
Latvia
Romania
Croatia
Hungary
Lithuania
Serbia

7. gemiusAdMonitor
//
Share of campaigns using specific ad format types*
– Bulgaria
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
90,8%
18,2%
7,3% 5,5%
1,1% 0,3%
0,00%
0,20%
0,40%
0,60%
0,80%
1,00%
1,20%
1,40%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
Regular
Banners
Wallpaper Video Expand Preroll xHtml
Average
CTR
Campaign
share

8. gemiusAdMonitor
//
Share of campaigns using specific ad format types*
– Croatia
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
86,2%
18,8%
5,2%
1,8% 1,1% 1,1%
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%
Regular
Banners
Wallpaper Expand Preroll Video Toplayer
Average
CTR
Campaign
share

9. gemiusAdMonitor
//
Share of campaigns using specific ad format types*
– Czech Rep.
Source: gemiusDirectEffect 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
89,9%
19,6%
3,1% 1,9% 1,4%
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%
Regular
Banners
Video Interstitial Brandmark Toplayer
Average
CTR
Campaign
share

10. gemiusAdMonitor
//
Share of campaigns using specific ad format types*
– Hungary
Source: gemiusDirectEffect 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
97,7%
14,1%
8,9%
5,6% 5,5% 5,2% 3,7% 2,6%
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%
Average
CTR
Campaign
share

11. gemiusAdMonitor
//
Share of campaigns using specific ad format types*
– Latvia
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
95,4%
4,4%
1,7% 0,7%
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%
Regular Banners Toplayer Video Expand
Average
CTR
Campaign
share

12. gemiusAdMonitor
//
Share of campaigns using specific ad format types*
– Lithuania
Source: AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
88,4%
8,3% 8,3% 8,2%
2,2% 1,6%
0,00%
0,20%
0,40%
0,60%
0,80%
1,00%
1,20%
1,40%
1,60%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
Regular
Banners
Article Wallpaper Video Preroll Expand
Average
CTR
Campaign
share

13. gemiusAdMonitor
//
Share of campaigns using specific ad format types*
– Poland
Source: gemiusDirectEffect 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
55,8%
25,5%
20,7%
14,9%
11,3% 10,6%
7,9%
5,8%
3,2%
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%
Average
CTR
Campaign
share

14. gemiusAdMonitor
//
Share of campaigns using specific ad format types*
– Romania
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
94,2%
19,4%
3,9% 3,7% 2,1% 2,0% 0,9%
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%
Regular
Banners
Interstitial Expand Video Preroll Brandmark Toplayer
Average
CTR
Campaign
share

15. gemiusAdMonitor
//
Share of campaigns using specific ad format types*
– Serbia
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
95,0%
5,8%
3,6% 2,0% 1,6%
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%
Regular
Banners
Video Wallpaper Toplayer Expand
Average
CTR
Campaign
share

16. gemiusAdMonitor
//
Share of campaigns using specific ad format types*
– Slovakia
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
90,6%
8,3% 6,9%
3,8% 3,5%
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%
Regular
Banners
Video Expand Preroll Interstitial
Average
CTR
Campaign
share
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)

17. gemiusAdMonitor
//
Top 5 most popular ad formats – Share of campaigns (1/5)
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners
53,3%
13,9%
13,8%
10,7%
4,4%
49,3%
29,4%
26,8%
3,9%
3,7%
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0%
300x250
728x90
300x600
750x100
468x60
300x250
728x90
970x250
300x100
984x200
Bulgaria
Croatia

18. gemiusAdMonitor
//
Top 5 most popular ad formats – Share of campaigns (2/5)
43,1%
39,2%
30,4%
26,9%
26,1%
63,3%
57,9%
48,6%
43,9%
28,6%
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0%
300x300
300x600
970x210
300x250
418x120
300x250
728x90
468x120
250x250
310x232
Czech
Rep.
Hungary
Source: gemiusDirectEffect 2012 H1
Analysed ads: Regular banners

19. gemiusAdMonitor
//
Top 5 most popular ad formats – Share of campaigns (3/5)
22,49%
16,23%
7,10%
4,53%
2,16%
20,7%
19,2%
7,6%
5,5%
5,1%
0,0% 5,0% 10,0% 15,0% 20,0% 25,0%
250x250
995x100
980x90
420x200
260x110
300x250
250x500
300x600
750x100
980x200
Latvia
Lithuania
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners

20. gemiusAdMonitor
//
Top 5 most popular ad formats – Share of campaigns (4/5)
53,3%
31,4%
16,9%
15,9%
11,5%
75,1%
67,9%
35,7%
3,6%
1,8%
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0%
750x200
300x250
750x300
300x600
160x600
300x250
728x90
160x600
980x100
947x100
Poland
Romania
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners

21. gemiusAdMonitor
//
Top 5 most popular ad formats – Share of campaigns (5/5)
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners
73,3%
40,9%
7,1%
3,0%
1,7%
65,1%
6,6%
4,4%
4,1%
2,3%
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0%
300x250
728x90
468x60
160x600
300x300
300x300
160x600
120x600
950x100
950x200
Serbia
Slovakia

22. gemiusAdMonitor
//
Top 5 most popular ad formats – Average CTR (1/5)
0,25%
0,23%
0,21%
0,15%
0,12%
0,31%
0,30%
0,15%
0,11%
0,08%
0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35%
300x600
750x100
300x250
728x90
468x60
984x200
970x250
300x250
728x90
300x100
Bulgaria
Croatia
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners

23. gemiusAdMonitor
//
Top 5 most popular ad formats – Average CTR (2/5)
0,24%
0,18%
0,17%
0,13%
0,09%
0,14%
0,11%
0,10%
0,10%
0,09%
0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30%
300x600
970x210
418x120
300x300
300x250
300x250
310x232
728x90
468x120
250x250
Czech
Rep.
Hungary
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners

24. gemiusAdMonitor
//
Top 5 most popular ad formats – Average CTR (3/5)
0,25%
0,18%
0,14%
0,11%
0,09%
0,20%
0,19%
0,17%
0,13%
0,13%
0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30%
260x110
995x100
980x90
420x200
250x250
750x100
300x600
250x500
980x200
300x250
Latvia
Lithuania
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners

25. gemiusAdMonitor
//
Top 5 most popular ad formats – Average CTR (4/5)
0,28%
0,17%
0,16%
0,15%
0,14%
0,24%
0,22%
0,17%
0,14%
0,12%
0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30%
750x300
300x250
750x200
300x600
160x600
947x100
980x100
728x90
300x250
160x600
Poland
Romania
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners

26. gemiusAdMonitor
//
Top 5 most popular ad formats – Average CTR (5/5)
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners
0,77%
0,28%
0,13%
0,12%
0,11%
0,52%
0,38%
0,25%
0,21%
0,15%
0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70% 0,80% 0,90%
300x300
160x600
728x90
300x250
468x60
300x300
950x200
160x600
950x100
120x600
Serbia
Slovakia

27. About the report 3
Most popular advertising forms 5
Chosen market sectors 27
Methodology and definitions 48

28. gemiusAdMonitor
//
Share of ad impressions by sectors
– Bulgaria
Source: gemiusDirectEffect/AdOcean 2012 H1
22,0%
10,3%
8,5%
6,9%
5,8%
4,0%
4,0%
3,9%
3,8%
3,6%
3,6%
2,9%
2,0%
1,1%
0,2%
17,6%
Automotive
Finance,Insurance,Brokerage
Pharmaceuticals
PersonalCare andHygiene
Media,Books,CD& DVD
Leisure Time
Trade
Food
Clothing& Accessories
Telecommunications
BeveragesandAlcohol
HouseholdEquipment,Furniture AndDecorations
ComputersandAudioVideo
Travel,Tourism, Hotels & Restaurants
RealEstate
Other

29. gemiusAdMonitor
//
Average CTR by sectors
– Bulgaria
Personal Care and Hygiene
Food
Household Equipment, Furniture And Decorations
Beverages and Alcohol
Real Estate
Finance, Insurance, Brokerage
Travel, Tourism, Hotels & Restaurants
Telecommunications
Pharmaceuticals
Automotive
Computers and Audio Video
Media, Books, CD & DVD
Clothing & Accessories
Leisure Time
Trade
Source: gemiusDirectEffect/AdOcean 2012 H1

30. gemiusAdMonitor
//
Share of ad impressions by sectors
– Croatia
Source: gemiusDirectEffect/AdOcean 2012 H1
22,0%
18,6%
13,9%
12,7%
7,3%
5,7%
3,7%
2,7%
2,4%
2,1%
1,2%
0,2%
7,4%
Media,Books,CD& DVD
Automotive
Telecommunications
Finance,Insurance,Brokerage
PersonalCare andHygiene
BeveragesandAlcohol
Travel,Tourism,Hotels & Restaurants
Food
Clothing& Accessories
ComputersandAudioVideo
Leisure Time
Pharmaceuticals
Other

31. gemiusAdMonitor
//
Average CTR by sectors
– Croatia
Source: gemiusDirectEffect/AdOcean 2012 H1
Clothing & Accessories
Pharmaceuticals
Food
Personal Care and Hygiene
Automotive
Telecommunications
Finance, Insurance, Brokerage
Computers and Audio Video
Leisure Time
Beverages and Alcohol
Travel, Tourism, Hotels & Restaurants
Media, Books, CD & DVD

32. gemiusAdMonitor
//
Share of ad impressions by sectors
– Czech Rep.
Source: gemiusDirectEffect 2012 H1
42,5%
13,7%
9,2%
6,4%
3,8%
3,3%
2,6%
2,5%
2,3%
1,6%
1,2%
1,1%
1,1%
1,0%
0,7%
7,0%
Finance,Insurance,Brokerage
Automotive
Telecommunications
Travel,Tourism, Hotels & Restaurants
PersonalCare andHygiene
Food
Trade
HouseholdEquipment,Furniture AndDecorations
BeveragesandAlcohol
RealEstate
Clothing& Accessories
Leisure Time
HouseholdProducts
Pharmaceuticals
ComputersandAudioVideo
Other

33. gemiusAdMonitor
//
Average CTR by sectors
– Czech Rep.
Food
Beverages and Alcohol
Trade
Personal Care and Hygiene
Household Equipment, Furniture And Decorations
Clothing & Accessories
Automotive
Pharmaceuticals
Household Products
Telecommunications
Computers and Audio Video
Finance, Insurance, Brokerage
Travel, Tourism, Hotels & Restaurants
Leisure Time
Real Estate
Source: gemiusDirectEffect 2012 H1

34. gemiusAdMonitor
//
Share of ad impressions by sectors
– Hungary
24,5%
22,5%
11,4%
8,3%
4,9%
4,8%
4,1%
3,5%
3,1%
2,5%
2,0%
1,6%
1,2%
0,8%
0,7%
0,6%
3,5%
Telecommunications
Finance,Insurance,Brokerage
Automotive
Food
Leisure Time
PersonalCare andHygiene
Pharmaceuticals
Trade
Travel,Tourism, Hotels & Restaurants
ComputersandAudioVideo
BeveragesandAlcohol
HouseholdEquipment,Furniture AndDecorations
Media,Books,CD& DVD
HouseholdProducts
Clothing& Accessories
RealEstate
Other
Source: gemiusDirectEffect 2012 H1

35. gemiusAdMonitor
//
Average CTR by sectors
– Hungary
Food
Personal Care and Hygiene
Computers and Audio Video
Household Products
Media, Books, CD & DVD
Automotive
Leisure Time
Household Equipment, Furniture And Decorations
Clothing & Accessories
Beverages and Alcohol
Trade
Finance, Insurance, Brokerage
Telecommunications
Pharmaceuticals
Travel, Tourism, Hotels & Restaurants
Real Estate
Source: gemiusDirectEffect 2012 H1

36. gemiusAdMonitor
//
Share of ad impressions by sectors
– Latvia
Source: gemiusDirectEffect/AdOcean 2012 H1
14,0%
12,6%
11,8%
8,8%
8,0%
6,8%
4,8%
4,7%
3,3%
3,2%
2,1%
0,9%
0,7%
0,5%
17,8%
Travel,Tourism, Hotels & Restaurants
Trade
Automotive
Leisure Time
Finance,Insurance,Brokerage
Telecommunications
PersonalCare andHygiene
HouseholdEquipment,Furniture AndDecorations
BeveragesandAlcohol
Food
ComputersandAudioVideo
Media,Books,CD& DVD
Clothing& Accessories
Pharmaceuticals
Other

37. gemiusAdMonitor
//
Average CTR by sectors
– Latvia
Source: gemiusDirectEffect/AdOcean 2012 H1
Food
Telecommunications
Beverages and Alcohol
Clothing & Accessories
Finance, Insurance, Brokerage
Personal Care and Hygiene
Automotive
Trade
Household Equipment, Furniture And Decorations
Pharmaceuticals
Computers and Audio Video
Travel, Tourism, Hotels & Restaurants
Leisure Time
Media, Books, CD & DVD

38. gemiusAdMonitor
//
Share of ad impressions by sectors
– Lithuania
Source: AdOcean 2012 H1
14,8%
12,4%
9,1%
8,8%
6,7%
5,1%
4,1%
3,9%
3,6%
3,4%
3,3%
3,0%
2,1%
1,3%
0,6%
17,8%
Trade
Leisure Time
Automotive
Finance,Insurance,Brokerage
Media,Books,CD& DVD
BeveragesandAlcohol
Travel,Tourism, Hotels & Restaurants
RealEstate
Clothing& Accessories
Pharmaceuticals
Telecommunications
HouseholdEquipment,Furniture AndDecorations
ComputersandAudioVideo
Food
PersonalCare andHygiene
HouseholdProducts
Other

39. gemiusAdMonitor
//
Average CTR by sectors
– Lithuania
Telecommunications
Food
Automotive
Leisure Time
Media, Books, CD & DVD
Personal Care and Hygiene
Pharmaceuticals
Beverages and Alcohol
Clothing & Accessories
Finance, Insurance, Brokerage
Computers and Audio Video
Real Estate
Trade
Travel, Tourism, Hotels & Restaurants
Household Equipment, Furniture And Decorations
Household Products
Source: AdOcean 2012 H1

40. gemiusAdMonitor
//
Share of ad impressions by sectors
– Poland
Source: gemiusDirectEffect/AdOcean 2012 H1
26,3%
10,3%
9,9%
6,9%
6,6%
6,4%
5,8%
5,2%
4,9%
3,3%
3,1%
3,1%
2,2%
1,8%
0,2%
0,1%
3,7%
Telecommunications
Automotive
Finance,Insurance,Brokerage
Trade
PersonalCare andHygiene
Food
Travel,Tourism, Hotels & Restaurants
Media,Books,CD& DVD
HouseholdEquipment,Furniture AndDecorations
BeveragesandAlcohol
Clothing& Accessories
Pharmaceuticals
ComputersandAudioVideo
Leisure Time
HouseholdProducts
RealEstate
Other

41. gemiusAdMonitor
//
Average CTR by sectors
– Poland
Source: gemiusDirectEffect/AdOcean 2012 H1
Leisure Time
Food
Travel, Tourism, Hotels & Restaurants
Personal Care and Hygiene
Beverages and Alcohol
Media, Books, CD & DVD
Household Products
Pharmaceuticals
Telecommunications
Computers and Audio Video
Clothing & Accessories
Automotive
Finance, Insurance, Brokerage
Trade
Household Equipment, Furniture And Decorations
Real Estate

42. gemiusAdMonitor
//
Share of ad impressions by sectors
– Romania
Source: gemiusDirectEffect/AdOcean 2012 H1
23,6%
10,7%
10,4%
9,9%
6,4%
5,1%
3,6%
3,1%
2,9%
2,4%
2,1%
1,3%
0,8%
0,6%
0,4%
0,2%
16,5%
Trade
Leisure Time
Finance,Insurance,Brokerage
Automotive
Media,Books,CD& DVD
Telecommunications
Food
RealEstate
Pharmaceuticals
Travel,Tourism, Hotels & Restaurants
BeveragesandAlcohol
PersonalCare andHygiene
ComputersandAudioVideo
HouseholdEquipment,Furniture AndDecorations
HouseholdProducts
Clothing& Accessories
Other

43. gemiusAdMonitor
//
Average CTR by sectors
– Romania
Source: gemiusDirectEffect/AdOcean 2012 H1
Leisure Time
Food
Clothing & Accessories
Beverages and Alcohol
Household Products
Personal Care and Hygiene
Computers and Audio Video
Media, Books, CD & DVD
Household Equipment, Furniture And Decorations
Trade
Real Estate
Travel, Tourism, Hotels & Restaurants
Automotive
Pharmaceuticals
Telecommunications
Finance, Insurance, Brokerage

44. gemiusAdMonitor
//
Share of ad impressions by sectors
– Serbia
Source: gemiusDirectEffect/AdOcean 2012 H1
25,5%
22,7%
9,2%
8,5%
7,3%
5,8%
5,3%
4,4%
2,7%
2,2%
1,9%
1,1%
0,8%
0,7%
0,4%
1,6%
Media,Books,CD& DVD
Telecommunications
Automotive
Finance,Insurance,Brokerage
Travel,Tourism, Hotels & Restaurants
BeveragesandAlcohol
PersonalCare andHygiene
Trade
HouseholdEquipment,Furniture AndDecorations
Food
Leisure Time
Pharmaceuticals
Clothing& Accessories
ComputersandAudioVideo
RealEstate
Other

45. gemiusAdMonitor
//
Average CTR by sectors
– Serbia
Source: gemiusDirectEffect/AdOcean 2012 H1
Clothing & Accessories
Pharmaceuticals
Household Equipment, Furniture And Decorations
Beverages and Alcohol
Personal Care and Hygiene
Travel, Tourism, Hotels & Restaurants
Automotive
Finance, Insurance, Brokerage
Telecommunications
Food
Real Estate
Computers and Audio Video
Trade
Media, Books, CD & DVD
Leisure Time

46. gemiusAdMonitor
//
Share of ad impressions by sectors
– Slovakia
Source: gemiusDirectEffect/AdOcean 2012 H1
29,7%
22,1%
11,2%
5,7%
4,8%
4,0%
3,3%
3,2%
1,4%
1,2%
0,7%
0,6%
0,4%
0,2%
0,2%
0,1%
10,9%
Telecommunications
Finance,Insurance,Brokerage
Automotive
PersonalCare andHygiene
BeveragesandAlcohol
Trade
HouseholdEquipment,Furniture AndDecorations
Food
Pharmaceuticals
Clothing& Accessories
HouseholdProducts
ComputersandAudioVideo
Travel,Tourism, Hotels & Restaurants
RealEstate
Media,Books,CD& DVD
Leisure Time
Other

47. gemiusAdMonitor
//
Average CTR by sectors
– Slovakia
Source: gemiusDirectEffect/AdOcean 2012 H1
Telecommunications
Household Products
Finance, Insurance, Brokerage
Real Estate
Automotive
Food
Personal Care and Hygiene
Pharmaceuticals
Beverages and Alcohol
Household Equipment, Furniture And Decorations
Clothing & Accessories
Trade
Travel, Tourism, Hotels & Restaurants
Media, Books, CD & DVD
Computers and Audio Video
Leisure Time

48. About the report 3
Most popular advertising forms 5
Chosen market sectors 27
Methodology and definitions 48

49. Methodology
//
• The source of the data is gemiusDirectEffect/AdOcean research, which is one of the
most frequently used advertisement 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)

50. 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
Methodology (2/2)

51. Definitions of concepts
//
Definitions of concepts (1/2)
• Creative – a graphic, static or dynamic, advertisement placed on websites.
• Ad format – the size of a creative expressed in pixels (e.g. 300x300).
• Ad format type – the type of a creative expressed in letters or pixels (e.g.,300x300,
Preroll, 250x250, Wallpaper).
• Creative area - ad area in pixels, calculated by multiplying ad height by ad width.
• Advertising type – all creatives categorized by type (regular banners, rich media,
unrecognized formats).
• Unrecognized formats – an advertising type consisting of creatives which format and
type was not recognized.
• Regular Banners – advertising type consisting of ad formats (creatives expressed in
pixels).
• Rich Media –advertising type consisting of any of the following ad format types:
Preroll, Brandmark, Expand, Pop-up/Pop-under, Scroll Toplayer, Toplayer, Interstitial,
Wideboard, Video, Wallpaper, xHtml, Sponsored Link, Article, Videostitial.
• Campaign – a marketing campaign in which specific creatives are displayed.

52. Definitions of concepts
//
Definitions of concepts (2/2)
• Most often used ad format types – most popular format types determined by the
number of creatives in that format.
• Ad impression – a single instance of a creative being displayed.
• Ad click – a single instance of a creative being clicked.
• 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.
• Most often used ad formats by sectors – top three most often used ad formats in
particular sectors.

53. Join us @:
Facebook.com/GemiusGroup
Twitter.com/Gemius
Slideshare.net/Gemius_com
YouTube.com/wwwGemiusCom
Contact: Press contact:
Gemius SA
Wołoska 7 Street
02-675 Warsaw, PL
www.gemius.com
International Marketing Department
marketing@gemius.com
International Agency Segment Manager
Tamas Acs
tamas.acs@gemius.com

54. 54
JIC Standard: Poland, Czech
Republic, Slovakia, Hungary,
Slovenia, Turkey, Israel,
Denmark, Ukraine, Belarus.
De facto currency: Lithuania,
Latvia, Estonia, Bulgaria, Bosnia,
Croatia
Start-up: Russia, Serbia, MENA
(UAE, KSI, Egypt, Lebanon,
Jordan, Syria, Kuwait, Morocco,
Tunisia)
Gemius as the currency in online measurement