1. Online display advertising in Hungary gemiusAdMonitorMost popular and effective display ads in 4th quarter of 2010

2. About the report gemiusAdMonitoris 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. gemiusAdMonitorpresents 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: 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 gemiusAdMonitor

3. Most popular advertising forms

4. 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. Thethree 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.). gemiusAdMonitor

5. gemiusAdMonitor Most oftenusedad formats source: gemiusDirectEffect, 4th quarter of 2010, Hungary

6. 15 most popular formats - Average number of impressions per creativefor given ad formats gemiusAdMonitor source: gemiusDirectEffect, 4th quarter of 2010, Hungary

7. gemiusAdMonitor 15 most popular formats - Average number of clicks per creativefor given ad formats source: gemiusDirectEffect, 4th quarter of 2010, Hungary

8. 15 most popular formats - Average CTR (click through ratio) gemiusAdMonitor source: gemiusDirectEffect, 4th quarter of 2010, Hungary

9. 15 most popular formats - Share of campaignsusingspecificformats * gemiusAdMonitor source: gemiusDirectEffect, 4th quarter of 2010, Hungary * The numbers do not sum up to 100% as a campaign can use more than one form.

10. Chosen market sectors

11. Keyfindings 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. gemiusAdMonitor

12. gemiusAdMonitor Share ofcampaigns by sectors source: gemiusDirectEffect, 4th quarter of 2010, Hungary

13. Share ofimpressions by sectors gemiusAdMonitor source: gemiusDirectEffect, 4th quarter of 2010, Hungary

14. Share ofclicks by sectors gemiusAdMonitor source: gemiusDirectEffect, 4th quarter of 2010, Hungary

15. gemiusAdMonitor Average number of ad impressions per campaign by sectors source: gemiusDirectEffect, 4th quarter of 2010, Hungary

16. Average number of ad clicks per campaign by sectors gemiusAdMonitor source: gemiusDirectEffect, 4th quarter of 2010, Hungary

17. Average CTR (click through ratio) by sectors gemiusAdMonitor source: gemiusDirectEffect, 4th quarter of 2010, Hungary

18. Most oftenusedad formats by sectors (1/2) gemiusAdMonitor source: gemiusDirectEffect, 4th quarter of 2010, Hungary

19. Most oftenusedad formats by sectors (2/2) gemiusAdMonitor source: gemiusDirectEffect, 4th quarter of 2010, Hungary

20. 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 scrutinisedquarter 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. gemiusAdMonitor

22. Creative form – a sort of creation, which name is dependant of the size and the way of displaying (e.g. Scroll, Expand, toplayer).

23. Ad format – the size of a creative showed in pixels (e.g. 300x300).

24. Ad impression – a single display of a creative.

25. Campaign – marketing campaign, within which specific creatives were displayed.

26. 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.

27. Average number of impressions per creative for given ad formats – average number of cookie impressions per creative in a given creative form.

28. Average number of clicks per creative for given ad formats – average number of cookie clicks per creative in a given creative form.

30. Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.

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

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

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

34. 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.

35. Average CTR (click through ratio) by sectors – average of quotients (cookie clicks/cookie impressions) for each creative of a given sector.