gemiusAdMonitor report: Market sectors

Gemius AdMonitor
Market sectors
2014.10 – 2015.03

2
About the report 3
Results for CEE countries 6
Methodology and definitions 59
Content

3
About the report 3
Content

4
About gemiusAdMonitor report
gemiusAdMonitor is a periodical report prepared by Gemius. The source of data are
gemiusDirectEffect and AdOcean ad server, which are the leading online advertisement
monitoring systems in the CEE region.
What can be found in this report?
➜Share of campaings by sectors
➜Share of ad impressions by sectors
➜Share of ad clicks by sectors
➜Average CTR by sectors

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

6
About the report 3
Content

7Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of campaigns by sectors – Bulgaria
13%
13%
11%
10%
7%
7%
7%
6%
6%
5%
5%
2%
2%
2%
2%
0.4%
2%
Telecommunications
Finance, Insurance, Brokerage
Automotive
Trade
Leisure Time
Media, Books, CD & DVD
Pharmaceuticals
Food
Beverages and Alcohol
Personal Care and Hygiene
Household Equipment, Furniture And Decorations
Clothing & Accessories
Travel, Tourism, Hotels & Restaurants
Real Estate
Computers and Audio Video
Household Products
Other
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 – Bulgaria
20%
17%
10%
10%
9%
6%
5%
4%
4%
3%
3%
3%2%
2%
1%
0.03%
1%
Trade
Telecommunications
Pharmaceuticals
Automotive
Food
Leisure Time
Real Estate
Household Products
Other
Share of ad impressions by sectors – the percentage of impressions
for a given sector in the total number of impressions.

Share of ad clicks by sectors – Bulgaria
19%
11%
11%
9%9%
8%
8%
6%
6%
4%
2%2%
2%
1%
1%
0.1%
1%
Telecommunications
Automotive
Pharmaceuticals
Food
Trade
Leisure Time
Real Estate
Household Products
Other
Share of ad clicks by sectors – the percentage of clicks for a given
sector in the total number of clicks.

Average CTR by sectors – Bulgaria
0.26%
0.26%
0.27%
0.29%
0.29%
0.31%
0.47%
0.48%
0.49%
0.59%
0.62%
0.64%
0.79%
0.96%
1.02%
1.08%
Real Estate
Trade
Pharmaceuticals
Household Products
Telecommunications
Automotive
Leisure Time
Food
Average CTR (Click Through Ratio) – average of quotients (clicks / impressions)
for each creative-placement pair.

Share of campaigns by sectors – Croatia
18%
12%
10%
9%9%
8%
6%
4%
4%
3%
3%
2%
2%
2%
1% 8%
Automotive
Telecommunications
Trade
Food
Leisure Time
Household Products
Pharmaceuticals
Other

Share of ad impressions by sectors – Croatia
19%
12%
11%
8%8%
7%
7%
5%
5%
4%
3%
2%
1%
1%
1%
8%
Automotive
Telecommunications
Leisure Time
Trade
Food
Household Products
Pharmaceuticals
Other

Share of ad clicks by sectors – Croatia
16%
13%
11%
10%9%
8%
7%
5%
5%
4%
3%
2%
2%
1%
1%
4%
Automotive
Food
Telecommunications
Trade
Leisure Time
Household Products
Pharmaceuticals
Other

Average CTR by sectors – Croatia
0.17%
0.25%
0.29%
0.32%
0.33%
0.35%
0.39%
0.47%
0.48%
0.49%
0.51%
0.52%
0.58%
0.60%
0.73%
Leisure Time
Telecommunications
Automotive
Trade
Food
Pharmaceuticals
Household Products

Share of campaigns by sectors – Czech Republic
16%
14%
11%
7%6%
5%
5%
5%
5%
4%
3%
3%
3%
2%
2%
1%
9%
Trade
Automotive
Telecommunications
Leisure Time
Food
Pharmaceuticals
Real Estate
Household Products
Other

Share of ad impressions by sectors – Czech Republic
25%
16%
12%
6%
6%
6%
4%
4%
4%
3%
2%
1%
1%
1%
1%
1%
6%
Trade
Automotive
Telecommunications
Leisure Time
Food
Pharmaceuticals
Household Products
Real Estate
Other

Share of ad clicks by sectors – Czech Republic
24%
15%
10%
8%
8%
7%
4%
4%
4%
4%
2%
2%
2%
2%
1%
0.5%
5%
Automotive
Trade
Food
Telecommunications
Leisure Time
Pharmaceuticals
Household Products
Real Estate
Other

Average CTR by sectors – Czech Republic
0.21%
0.22%
0.24%
0.24%
0.25%
0.27%
0.36%
0.37%
0.38%
0.42%
0.42%
0.46%
0.48%
0.54%
0.68%
0.71%
Trade
Real Estate
Leisure Time
Household Products
Telecommunications
Automotive
Pharmaceuticals
Food

Share of campaigns by sectors – Estonia
13%
9%
8%
7%
7%
5%5%4%
4%
3%
3%
2%
2%
2%
1%
0.2%
25%
Trade
Automotive
Leisure Time
Telecommunications
Food
Real Estate
Pharmaceuticals
Household Products
Other

Share of ad impressions by sectors – Estonia
20%
18%
8%
6%5%
5%
5%
4%
4%
2%
2%
2%
1%
1%
1%
0.01%
16%
Trade
Automotive
Leisure Time
Household Equipment, Furniture And
Decorations
Telecommunications

Share of ad clicks by sectors – Estonia
28%
11%
7%
7%
7%
6%
4%
4%
4%
3%
3%
2%
2%
1%
1%
0.1%
11%
Trade
Telecommunications
Automotive
Leisure Time
Food
Real Estate
Pharmaceuticals
Household Products
Other

Average CTR by sectors – Estonia
0.23%
0.27%
0.28%
0.31%
0.31%
0.32%
0.32%
0.33%
0.34%
0.41%
0.41%
0.44%
0.46%
0.46%
0.57%
1.10%
Leisure Time
Trade
Real Estate
Automotive
Pharmaceuticals
Food
Telecommunications
Household Products

Share of campaigns by sectors – Hungary
12%
10%
8%
8%
7%
7%5%
4%
4%
4%
4%
4%
3%
3%
1%
1%
15%
Telecommunications
Automotive
Food
Trade
Pharmaceuticals
Leisure Time
Household Products
Real Estate
Other

Share of ad impressions by sectors – Hungary
24%
18%
9%8%
7%
5%
4%
4%
3%
3%
3%
1%
1%
1%
1%
1%
8%
Telecommunications
Food
Automotive
Trade
Pharmaceuticals
Real Estate
Leisure Time
Household Products
Other

Share of ad clicks by sectors – Hungary
21%
12%
11%
10%
8%
5%
5%
4%
4%
3%
3%
2%
2%
1%
1%
1%
7%
Telecommunications
Trade
Automotive
Food
Pharmaceuticals
Leisure Time
Real Estate
Household Products
Other

Average CTR by sectors – Hungary
0.17%
0.18%
0.22%
0.23%
0.25%
0.27%
0.30%
0.34%
0.35%
0.40%
0.40%
0.41%
0.43%
0.53%
0.81%
0.90%
Real Estate
Household Products
Automotive
Pharmaceuticals
Trade
Food
Leisure Time
Telecommunications

Share of campaigns by sectors – Latvia
24%
12%
10%
7%5%
5%
4%
4%
4%
3%
3%
3%
3%
2%
1%
9%
Leisure Time
Automotive
Trade
Real Estate
Telecommunications
Food
Pharmaceuticals
Other

Share of ad impressions by sectors – Latvia
18%
13%
12%
9%6%
6%
5%
4%
3%
2%
2%
1%
1%
1%
1%
16%
Trade
Leisure Time
Telecommunications
Automotive
Food
Real Estate
Pharmaceuticals
Other

Share of ad clicks by sectors – Latvia
23%
12%
11%
9%
7%
7%
5%
4%
3%
3%
2%
2%
2%
2%2% 4%
Trade
Automotive
Telecommunications
Leisure Time
Food
Pharmaceuticals
Real Estate
Other

Average CTR by sectors – Latvia
0.15%
0.16%
0.31%
0.31%
0.31%
0.33%
0.35%
0.37%
0.39%
0.40%
0.48%
0.51%
0.57%
0.61%
0.70%
Leisure Time
Real Estate
Trade
Food
Pharmaceuticals
Automotive
Telecommunications

31Source: AdOcean 2014.10-2015.03
Share of campaigns by sectors – Lithuania
23%
15%
8%
7%5%
5%
4%
3%
3%
3%
3%
3%
2%
2%
2%
0.3%
12%
Trade
Leisure time
Automotive
Food
Pharmaceuticals
Media, books, CD&DVD
Personal care and hygiene
Computers and audio video
Telecommunications
Real estate
Beverages and alcohol
Household equipment, furniture and decorations
Clothing and accessories
Travel and tourism
Household products
Other

32Source: AdOcean 2014.10-2015.03
Share of ad impressions by sectors – Lithuania
18%
13%
9%
8%
6%
6%
5%
4%
3%
2%
2%
2%
1%
1%
1%
0.2%
20%
Leisure time
Trade
Automotive
Pharmaceuticals
Food
Real estate
Telecommunications
Travel and tourism
Household products
Other

33Source: AdOcean 2014.10-2015.03
Share of ad clicks by sectors – Lithuania
16%
11%
9%
8%
6%5%
5%
4%
3%
3%
3%
2%
2%
2%
1%
0.2%
22%
Trade
Leisure time
Pharmaceuticals
Automotive
Telecommunications
Food
Real estate
Travel and tourism
Household products
Other

34Source: AdOcean 2014.10-2015.03
Average CTR by sectors – Lithuania
0.17%
0.29%
0.32%
0.34%
0.37%
0.38%
0.39%
0.52%
0.57%
0.60%
0.63%
0.65%
0.71%
0.82%
1.49%
3.01%
Real estate
Trade
Automotive
Leisure time
Pharmaceuticals
Travel and tourism
Telecommunications
Food
Household products

35Source: gemiusDirectEffect 2014.10-2015.03
Share of campaigns by sectors – Poland
17%
12%
11%
8%
8%
7%
7%
6%
5%
4%
4%
3%
2%
2%
2%
0.4%
4%
Food
Automotive
Pharmaceuticals
Leisure Time
Telecommunications
Trade
Household Products
Real Estate
Other

Share of ad impressions by sectors – Poland
23%
16%
12%9%
7%
6%
5%
4%
3%
3%
2%
2%
2%
2%
1%
1%
2%
Automotive
Telecommunications
Food
Pharmaceuticals
Trade
Leisure Time
Real Estate
Household Products
Other

Share of ad clicks by sectors – Poland
17%
16%
15%
12%
10%
6%
5%
4%
3%
3%
2%
2%
1%
1%
1%
0.5%
1%
Automotive
Food
Telecommunications
Trade
Leisure Time
Pharmaceuticals
Household Products
Real Estate
Other

Average CTR by sectors – Poland
0.38%
0.39%
0.44%
0.47%
0.47%
0.50%
0.56%
0.58%
0.74%
0.78%
0.87%
1.00%
1.03%
1.04%
1.16%
1.25%
Real Estate
Automotive
Telecommunications
Pharmaceuticals
Household Products
Trade
Leisure Time
Food

Share of campaigns by sectors – Romania
15%
9%
8%
7%
7%
6%6%
5%
5%
4%
4%
4%
2%
2%
0.3%
16%
Automotive
Telecommunications
Leisure Time
Food
Pharmaceuticals
Real Estate
Household Products
Other

Share of ad impressions by sectors – Romania
15%
12%
11%
8%
7%
7%
6%
4%
4%
4%
3%
3%
2%
2%
1%
12%
Automotive
Telecommunications
Pharmaceuticals
Food
Real Estate
Leisure Time
Household Products
Other

Share of ad clicks by sectors – Romania
16%
11%
9%
9%
6%5%
5%
5%
5%
4%
4%
3%
2%
2%
1%
12%
Real Estate
Telecommunications
Automotive
Pharmaceuticals
Food
Leisure Time
Household Products
Other

Average CTR by sectors – Romania
0.25%
0.27%
0.31%
0.33%
0.33%
0.37%
0.37%
0.38%
0.45%
0.47%
0.48%
0.51%
0.60%
0.66%
0.71%
Telecommunications
Automotive
Real Estate
Food
Leisure Time
Pharmaceuticals
Household Products

Share of campaigns by sectors – Serbia
17%
12%
11%
10%10%
7%
6%
6%
5%
4%
4%
2%
2%
1%
0.9%
0.6%
2%
Telecommunications
Food
Leisure Time
Automotive
Trade
Pharmaceuticals
Real Estate
Household Products
Other

Share of ad impressions by sectors – Serbia
24%
22%
10%
7%
7%
6%
5%
3%
3%
3%
2%
2%
2%
1%
1%
0.4%
1%
Telecommunications
Automotive
Leisure Time
Food
Trade
Real Estate
Pharmaceuticals
Household Products
Other

Share of ad clicks by sectors – Serbia
23%
17%
15%
7%
6%
6%
6%
5%
5%
3%
3%
2%
1%
1%
1%
0.1%
1%
Telecommunications
Food
Automotive
Leisure Time
Trade
Real Estate
Pharmaceuticals
Household Products
Other

Average CTR by sectors – Serbia
0.08%
0.13%
0.13%
0.13%
0.14%
0.15%
0.16%
0.19%
0.20%
0.21%
0.22%
0.23%
0.27%
0.27%
0.28%
0.28%
Household Products
Leisure Time
Real Estate
Automotive
Pharmaceuticals
Trade
Telecommunications
Food

Share of campaigns by sectors – Slovakia
18%
13%
13%
9%5%
5%
4%
4%
4%
4%
3%
3%
3%
2%
1%
11%
Trade
Automotive
Telecommunications
Leisure Time
Pharmaceuticals
Food
Real Estate
Other

Share of ad impressions by sectors – Slovakia
30%
18%
11%
10%
6%
5%
4%
3%
3%
2%
2%
1%
1%
0.5%
0.2%
4%
Telecommunications
Automotive
Trade
Pharmaceuticals
Food
Leisure Time
Real Estate
Other

Share of ad clicks by sectors – Slovakia
29%
25%9%
8%
7%
4%
4%
4%
3%
2%
1%
1%
0.6%
0.4%
0.1%
3%
Telecommunications
Automotive
Trade
Food
Pharmaceuticals
Leisure Time
Real Estate
Other

Average CTR by sectors – Slovakia
0.24%
0.30%
0.32%
0.42%
0.50%
0.52%
0.55%
0.60%
0.68%
0.72%
0.81%
0.83%
0.85%
0.88%
1.04%
Trade
Leisure Time
Automotive
Real Estate
Pharmaceuticals
Telecommunications
Food

Share of campaigns by sectors – Slovenia
13%
13%
12%
10%
6%
6%
4%
3%
3%
3%
3%
3%
2%
1%
1%
1%
16%
Automotive
Telecommunications
Trade
Food
Pharmaceuticals
Household Products
Leisure Time
Real Estate
Other

Share of ad impressions by sectors – Slovenia
15%
15%
12%
8%8%
4%
4%
4%
3%
2%
2%
2%
2%
1%
1%
0.2%
16%
Automotive
Telecommunications
Trade
Food
Pharmaceuticals
Household Products
Leisure Time
Real Estate
Other

Share of ad clicks by sectors – Slovenia
19%
14%
11%
8%
8%
7%
6%
5%
4%
3%
2%
2%
2%
1%
1%
0.2%
8%
Telecommunications
Automotive
Trade
Food
Pharmaceuticals
Household Products
Real Estate
Leisure Time
Other

Average CTR by sectors – Slovenia
0.10%
0.18%
0.30%
0.41%
0.43%
0.45%
0.46%
0.52%
0.57%
0.60%
0.64%
0.74%
0.76%
0.81%
0.87%
0.88%
Leisure Time
Telecommunications
Automotive
Household Products
Trade
Pharmaceuticals
Food
Real Estate

Share of campaigns by sectors – Ukraine
13%
12%
12%
12%11%
8%
5%
5%
4%
3%
3%
2%
2%
1%
1%
5%
Automotive
Pharmaceuticals
Food
Trade
Telecommunications
Household Products
Sport
Leisure Time
Real Estate
Other

Share of ad impressions by sectors – Ukraine
21%
15%
15%10%
9%
8%
8%
5%
3%
2%
1%
1%
0.1%
0.08%
0.02%
3%
Food
Automotive
Trade
Pharmaceuticals
Telecommunications
Household Products
Leisure Time
Sport
Real Estate
Other

Share of ad clicks by sectors – Ukraine
19%
19%
16%
12%
11%
6%
4%
3%
3%
3%
2%
0.2%
0.1%
0.01%
<0,01%
2%
Pharmaceuticals
Food
Automotive
Household Products
Trade
Telecommunications
Leisure Time
Sport
Real Estate
Other

Average CTR by sectors – Ukraine
0.19%
0.26%
0.63%
0.71%
0.99%
1.02%
1.14%
1.15%
1.25%
1.40%
2.25%
2.32%
3.14%
3.44%
4.17%
Sport
Real Estate
Leisure Time
Automotive
Trade
Telecommunications
Food
Pharmaceuticals
Household Products

59
About the report 3
Content

60
Methodology
➜ The source of data are the gemiusDirectEffect and AdOcean ad servers, which are the leading online advertisement monitoring systems in the CEE region.
➜ From the analyses all self-promotion campaigns were removed (it is campaigns with low priority, which are used to make use of impressions which would be
lost for any commercial or exclusive campaigns). Self-promotion campaigns are used only in AdOcean system.
➜ 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.

61
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

62
Definitions of concepts
➜ 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 impressions for a given sector in the total number of
impressions.
➜ Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.
➜ Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

63
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:

www.gemius.com
Gemius SA
Postępu 18B Street
02-676 Warsaw
Contact us!

gemiusAdMonitor report: Market sectors

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à gemiusAdMonitor report: Market sectors

Similaire à gemiusAdMonitor report: Market sectors (20)

Plus de Gemius Ukraine

Plus de Gemius Ukraine (20)

Dernier

Dernier (20)

gemiusAdMonitor report: Market sectors