Gemius AdMonitor pārskatā iekļauta interneta reklāmas kampaņu lielumu un efektivitātes rādītāju kopas analīze. Pārskats veidots par Centrālās un Austrumeiropas valstīm, laika posmā no 2014.gada februāra līdz jūlijam.

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The most effective ads
gemiusAdMonitor report February – July 2014

2. About the report
3
Results for CEE countries
6
Correlation between number of Real Users and number of impressions
13
Methodology and definitions
27
Content

3. About the report
3
Results for CEE countries
6
Correlation between number of Real Users and number of impressions
13
Methodology and definitions
27
Content

4. 4
About gemiusAdMonitor report
gemiusAdMonitor is a periodical report prepared by Gemius. The source of data are the gemiusDirectEffect and AdOcean ad servers, which are the leading online advertisement monitoring systems in the CEE region.
What can be found in this report?
➜ Average number of impressions, average number of clicks, average number of Real Users, average Real User frequency, average number of publishers, average duration of an advertising campaign by country
➜Correlation between number of Real Users and number of impressions for CEE countries

5. 5
Analysed countries
Bulgaria
Croatia
Czech Rep.
Estonia
Hungary
Latvia
Lithuania
Poland
Romania
Serbia
Slovakia
Slovenia
Ukraine

6. About the report
3
Results for CEE countries
6
Correlation between number of Real Users and number of impressions
13
Methodology and definitions
27
Content

7. 7
Source: gemiusDirectEffect 2014.02-2014.07
Average number of impressions per campaign by country
3,41
2,63
20,23
4,15
12,35
3,88
4,53
20,45
5,38
5,33
4,15
2,07
11,43
0
5
10
15
20
25
Bulgaria
Croatia
Czech
Republic
Estonia
Hungary
Latvia
Lithuania
Poland
Romania
Serbia
Slovakia
Slovenia
Ukraine
million

8. 8
Source: gemiusDirectEffect 2014.02-2014.07
Average number of clicks per campaign by country
18,93
12,09
46,68
13,45
32,19
11,11
15,73
85,06
31,23
15,35
20,79
7,81
173,29
0
20
40
60
80
100
120
140
160
180
200
Bulgaria
Croatia
Czech
Republic
Estonia
Hungary
Latvia
Lithuania
Poland
Romania
Serbia
Slovakia
Slovenia
Ukraine
thousand

9. 9
Source: gemiusDirectEffect 2014.02-2014.07
Average number of real users per campaign by country
396,49
277,72
857,82
199,73
603,03
251,51
302,23
1 583,39
716,92
324,04
397,77
153,90
1 520,41
0
200
400
600
800
1 000
1 200
1 400
1 600
1 800
Bulgaria
Croatia
Czech
Republic
Estonia
Hungary
Latvia
Lithuania
Poland
Romania
Serbia
Slovakia
Slovenia
Ukraine
thousand

10. 10
Source: gemiusDirectEffect 2014.02-2014.07
Average real user frequency per campaign by country
6,08
9,43
11,38
16,25
12,28
11,50
10,42
27,51
5,16
11,03
8,16
8,59
6,09
0
5
10
15
20
25
30
Bulgaria
Croatia
Czech
Republic
Estonia
Hungary
Latvia
Lithuania
Poland
Romania
Serbia
Slovakia
Slovenia
Ukraine

11. 11
Source: gemiusDirectEffect 2014.02-2014.07
Average number of publishers per campaign by country
6,48
5,57
4,19
4,22
4,24
4,28
3,14
4,65
6,00
3,82
3,94
1,54
0
1
2
3
4
5
6
7
Bulgaria
Croatia
Czech
Republic
Estonia
Hungary
Latvia
Poland
Romania
Serbia
Slovakia
Slovenia
Ukraine

12. 12
Source: gemiusDirectEffect 2014.02-2014.07
Average duration of an advertising campaign by country
34,74
44,91
97,71
40,51
59,32
34,90
48,51
59,30
59,58
33,79
58,07
35,82
53,62
0
20
40
60
80
100
120
Bulgaria
Croatia
Czech
Republic
Estonia
Hungary
Latvia
Lithuania
Poland
Romania
Serbia
Slovakia
Slovenia
Ukraine
days

13. About the report
3
Results for CEE countries
6
Correlation between number of Real Users and number of impressions
13
Methodology and definitions
27
Content

14. 14
Source: gemiusDirectEffect 2014.02-2014.07
Real Users vs. impressions – Bulgaria
0,00
0,50
1,00
1,50
2,00
2,50
0
2
4
6
8
10
12
14
16
18
million of Real Users
million of impressions
Log. (Real Users)

15. 15
Source: gemiusDirectEffect 2014.02-2014.07
Real Users vs. impressions – Croatia
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,80
0,90
0
5
10
15
20
25
million of Real Users
million of impressions
Log. (Real Users)

16. 16
Source: gemiusDirectEffect 2014.02-2014.07
Real Users vs. impressions – Czech Republic
0,00
0,50
1,00
1,50
2,00
2,50
3,00
3,50
0
10
20
30
40
50
60
70
80
million of Real Users
million of impressions
Log. (Real Users)

17. 17
Source: gemiusDirectEffect 2014.02-2014.07
Real Users vs. impressions – Estonia
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0
5
10
15
20
25
million of Real Users
million of impressions
Log. (Real Users)

18. 18
Source: gemiusDirectEffect 2014.02-2014.07
Real Users vs. impressions – Hungary
0,00
0,50
1,00
1,50
2,00
2,50
3,00
0
20
40
60
80
100
120
million of Real Users
million of impressions
Log. (Real Users)

19. 19
Source: gemiusDirectEffect 2014.02-2014.07
Real Users vs. impressions – Latvia
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,80
0,90
0
5
10
15
20
25
30
35
40
45
million of Real Users
million of impressions
Log. (Real Users)

20. 20
Source: gemiusDirectEffect 2014.02-2014.07
Real Users vs. impressions – Lithuania
0,00
0,20
0,40
0,60
0,80
1,00
1,20
0
5
10
15
20
25
30
35
40
45
Millions
Millions
Real Users
Log. (Real Users)

21. 21
Source: gemiusDirectEffect 2014.02-2014.07
Real Users vs. impressions – Poland
0,00
1,00
2,00
3,00
4,00
5,00
6,00
7,00
8,00
9,00
0
20
40
60
80
100
120
140
160
million of Real Users
million of impressions
Log. (Real Users)

22. 22
Source: gemiusDirectEffect 2014.02-2014.07
Real Users vs. impressions – Romania
0,00
0,50
1,00
1,50
2,00
2,50
3,00
3,50
4,00
0
10
20
30
40
50
million of Real Users
million of impressions
Log. (Real Users)

23. 23
Source: gemiusDirectEffect 2014.02-2014.07
Real Users vs. impressions – Serbia
0,00
0,20
0,40
0,60
0,80
1,00
1,20
1,40
1,60
1,80
2,00
0
20
40
60
80
100
million of Real Users
million of impressions
Log. (Real Users)

24. 24
Source: gemiusDirectEffect 2014.02-2014.07
Real Users vs. impressions – Slovakia
0,00
0,20
0,40
0,60
0,80
1,00
1,20
1,40
1,60
1,80
0
5
10
15
20
25
30
35
million of Real Users
million of impressions
Log. (Real Users)

25. 25
Source: gemiusDirectEffect 2014.02-2014.07
Real Users vs. impressions – Slovenia
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0
5
10
15
20
25
30
million of Real Users
million of impressions
Log. (Real Users)

26. 26
Source: gemiusDirectEffect 2014.02-2014.07
Real Users vs. impressions – Ukraine
0,00
1,00
2,00
3,00
4,00
5,00
6,00
7,00
8,00
0
10
20
30
40
50
60
70
80
90
million of Real Users
million of impressions
Log. (Real Users)

27. About the report
3
Results for CEE countries
6
Correlation between number of Real Users and number of impressions
13
Methodology and definitions
27
Content

28. 28
Methodology
➜The source of data are the gemiusDirectEffect, which is the leading online advertisement monitoring system in the CEE region.
➜Every campaign taking place in the analyzed period was included in the research, except the ones that had fewer than 1000 impressions or less than 100 clicks in the analyzed period.

29. 29
Definitions of concepts
➜Creative – a graphic, static or dynamic, advertisement placed on websites.
➜Campaign – a marketing campaign in which specific creatives are displayed.
➜Number of clicks – the number of clicks on an advertisement
➜Number of impressions – the number of ad deliveries, measured at the end of creative code execution
➜Number of Real Users – the number of people (based on calculations of gemiusAudience research) who performed at least one impression.
➜Real User frequency – the number of impressions per Real User
➜Publisher – an owner of the websites where the campaigns be delivered

30. 30
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:

31. 31
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