1. The most popular and
effective display ads
Bulgaria Lithuania
Croatia Poland
Czech Rep. Romania
Hungary Serbia
Latvia Slovakia
H1 2012
gemiusAdMonitor report
Warsaw, November 2012
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
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
gemiusAdMonitor, 2012.01.01 – 2012.06.30
5. About the report 3
Most popular advertising forms 5
Chosen market sectors 27
Methodology and definitions 48
6. // gemiusAdMonitor
Average CTR by country
Poland 0,62%
Slovakia 0,56%
Czech Rep. 0,35%
Bulgaria 0,32%
Latvia 0,30%
Romania 0,30%
Croatia 0,29%
Hungary 0,27%
Lithuania 0,26%
Serbia 0,15%
0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70%
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
7. // gemiusAdMonitor
Share of campaigns using specific ad format types*
– Bulgaria
100,0% 1,40%
90,8%
90,0%
1,20%
80,0%
70,0% 1,00%
Campaign share
60,0%
Average CTR
0,80%
50,0%
0,60%
40,0%
30,0% 0,40%
18,2%
20,0%
0,20%
10,0% 7,3% 5,5%
1,1% 0,3%
0,0% 0,00%
Regular Wallpaper Video Expand Preroll xHtml
Banners
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
8. // gemiusAdMonitor
Share of campaigns using specific ad format types*
– Croatia
100,0% 4,50%
90,0% 86,2% 4,00%
80,0% 3,50%
70,0%
3,00%
Campaign share
60,0%
Average CTR
2,50%
50,0%
2,00%
40,0%
1,50%
30,0%
18,8% 1,00%
20,0%
10,0% 0,50%
5,2%
1,8% 1,1% 1,1%
0,0% 0,00%
Regular Wallpaper Expand Preroll Video Toplayer
Banners
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
9. // gemiusAdMonitor
Share of campaigns using specific ad format types*
– Czech Rep.
100,0% 2,00%
89,9%
90,0% 1,80%
80,0% 1,60%
70,0% 1,40%
Campaign share
60,0% 1,20%
Average CTR
50,0% 1,00%
40,0% 0,80%
30,0% 0,60%
19,6%
20,0% 0,40%
10,0% 0,20%
3,1% 1,9% 1,4%
0,0% 0,00%
Regular Video Interstitial Brandmark Toplayer
Banners
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
Source: gemiusDirectEffect 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
10. // gemiusAdMonitor
Share of campaigns using specific ad format types*
– Hungary
100,0% 97,7% 4,00%
90,0%
3,50%
80,0%
3,00%
70,0%
2,50%
Campaign share
60,0%
Average CTR
50,0% 2,00%
40,0%
1,50%
30,0%
1,00%
20,0% 14,1%
8,9% 0,50%
10,0% 5,6% 5,5% 5,2% 3,7% 2,6%
0,0% 0,00%
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
Source: gemiusDirectEffect 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
11. // gemiusAdMonitor
Share of campaigns using specific ad format types*
– Latvia
100,0% 95,4% 4,50%
90,0% 4,00%
80,0% 3,50%
70,0%
3,00%
Campaign share
60,0%
Average CTR
2,50%
50,0%
2,00%
40,0%
1,50%
30,0%
1,00%
20,0%
10,0% 0,50%
4,4%
1,7% 0,7%
0,0% 0,00%
Regular Banners Toplayer Video Expand
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
12. // gemiusAdMonitor
Share of campaigns using specific ad format types*
– Lithuania
100,0% 1,60%
88,4%
90,0%
1,40%
80,0%
1,20%
70,0%
1,00%
Campaign share
60,0%
Average CTR
50,0% 0,80%
40,0%
0,60%
30,0%
0,40%
20,0%
8,3% 8,3% 8,2% 0,20%
10,0%
2,2% 1,6%
0,0% 0,00%
Regular Article Wallpaper Video Preroll Expand
Banners
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
Source: AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
13. // gemiusAdMonitor
Share of campaigns using specific ad format types*
– Poland
100,0% 2,50%
90,0%
80,0% 2,00%
70,0%
Campaign share
60,0% 55,8% 1,50%
Average CTR
50,0%
40,0% 1,00%
30,0% 25,5%
20,7%
20,0% 14,9% 0,50%
11,3% 10,6%
10,0% 7,9%
5,8%
3,2%
0,0% 0,00%
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
Source: gemiusDirectEffect 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
14. // gemiusAdMonitor
Share of campaigns using specific ad format types*
– Romania
100,0% 94,2% 8,00%
90,0%
7,00%
80,0%
6,00%
70,0%
5,00%
Campaign share
60,0%
Average CTR
50,0% 4,00%
40,0%
3,00%
30,0%
19,4% 2,00%
20,0%
1,00%
10,0% 3,9% 3,7% 2,1% 2,0% 0,9%
0,0% 0,00%
Regular Interstitial Expand Video Preroll Brandmark Toplayer
Banners
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
15. // gemiusAdMonitor
Share of campaigns using specific ad format types*
– Serbia
100,0% 95,0% 2,00%
90,0% 1,80%
80,0% 1,60%
70,0% 1,40%
Campaign share
60,0% 1,20%
Average CTR
50,0% 1,00%
40,0% 0,80%
30,0% 0,60%
20,0% 0,40%
10,0% 5,8% 0,20%
3,6% 2,0% 1,6%
0,0% 0,00%
Regular Video Wallpaper Toplayer Expand
Banners
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
16. // gemiusAdMonitor
Share of campaigns using specific ad format types*
– Slovakia
100,0% 3,50%
90,6%
90,0%
3,00%
80,0%
70,0% 2,50%
Campaign share
60,0%
Average CTR
2,00%
50,0%
1,50%
40,0%
30,0% 1,00%
20,0%
0,50%
8,3% 6,9%
10,0% 3,8% 3,5%
0,0% 0,00%
Regular Video Expand Preroll Interstitial
Banners
(*) – percentage points do not add up to 100% since one campaign can use multiple formats.
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners + rich media (Toplayer, Preroll, Expand, etc.)
24. // gemiusAdMonitor
Top 5 most popular ad formats – Average CTR (3/5)
260x110 0,25%
995x100 0,18%
980x90 0,14%
Latvia
420x200 0,11%
250x250 0,09%
750x100 0,20%
300x600 0,19%
Lithuania
250x500 0,17%
980x200 0,13%
300x250 0,13%
0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30%
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners
25. // gemiusAdMonitor
Top 5 most popular ad formats – Average CTR (4/5)
750x300 0,28%
300x250 0,17%
Poland
750x200 0,16%
300x600 0,15%
160x600 0,14%
947x100 0,24%
980x100 0,22%
Romania
728x90 0,17%
300x250 0,14%
160x600 0,12%
0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30%
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners
26. // gemiusAdMonitor
Top 5 most popular ad formats – Average CTR (5/5)
300x300 0,77%
160x600 0,28%
728x90
Serbia
0,13%
300x250 0,12%
468x60 0,11%
300x300 0,52%
950x200 0,38%
Slovakia
160x600 0,25%
950x100 0,21%
120x600 0,15%
0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 0,70% 0,80% 0,90%
Source: gemiusDirectEffect/AdOcean 2012 H1
Analysed ads: Regular banners
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
Automotive
Finance, Insurance, Brokerage
Pharmaceuticals
17,6% Personal Care and Hygiene
22,0%
Media, Books, CD & DVD
Leisure Time
1,1%
2,0% Trade
2,9%
Food
3,6%
Clothing & Accessories
10,3%
3,6% Telecommunications
3,8% Beverages and Alcohol
3,9% 8,5% Household Equipment, Furniture And Decorations
4,0% Computers and Audio Video
4,0% 6,9%
5,8% Travel, Tourism, Hotels & Restaurants
Real Estate
Other
0,2%
Source: gemiusDirectEffect/AdOcean 2012 H1
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
Media, Books, CD & DVD
Automotive
7,4% Telecommunications
1,2%
2,1% 22,0%
2,4% Finance, Insurance, Brokerage
2,7%
3,7% Personal Care and Hygiene
Beverages and Alcohol
5,7%
Travel, Tourism, Hotels & Restaurants
7,3% Food
18,6%
Clothing & Accessories
Computers and Audio Video
12,7%
Leisure Time
13,9%
Pharmaceuticals
Other
0,2%
Source: gemiusDirectEffect/AdOcean 2012 H1
31. // gemiusAdMonitor
Average CTR by sectors
– Croatia
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
Source: gemiusDirectEffect/AdOcean 2012 H1
32. // gemiusAdMonitor
Share of ad impressions by sectors
– Czech Rep.
Finance, Insurance, Brokerage
Automotive
Telecommunications
7,0%
Travel, Tourism, Hotels & Restaurants
1,6% Personal Care and Hygiene
2,3%
2,5% Food
2,6% Trade
42,5%
3,3% Household Equipment, Furniture And Decorations
3,8% Beverages and Alcohol
Real Estate
6,4%
Clothing & Accessories
Leisure Time
9,2%
Household Products
13,7% Pharmaceuticals
1,2%
1,1%
1,1% Computers and Audio Video
1,0% Other
0,7%
Source: gemiusDirectEffect 2012 H1
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
Telecommunications
Finance, Insurance, Brokerage
Automotive
3,5%
1,6% Food
2,0%
2,5% 24,5% Leisure Time
3,1%
Personal Care and Hygiene
3,5%
Pharmaceuticals
4,1% Trade
Travel, Tourism, Hotels & Restaurants
4,8%
Computers and Audio Video
4,9% Beverages and Alcohol
Household Equipment, Furniture And Decorations
22,5%
8,3% Media, Books, CD & DVD
Household Products
11,4%
Clothing & Accessories
1,2%
0,8% Real Estate
0,7% Other
0,6%
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
Travel, Tourism, Hotels & Restaurants
Trade
Automotive
14,0%
17,8% Leisure Time
Finance, Insurance, Brokerage
Telecommunications
2,1% 12,6%
Personal Care and Hygiene
3,2%
Household Equipment, Furniture And Decorations
3,3%
Beverages and Alcohol
4,7% Food
11,8%
4,8% Computers and Audio Video
Media, Books, CD & DVD
6,8% 8,8%
8,0% Clothing & Accessories
Pharmaceuticals
0,9%
0,7% Other
0,5%
Source: gemiusDirectEffect/AdOcean 2012 H1
37. // gemiusAdMonitor
Average CTR by sectors
– Latvia
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
Source: gemiusDirectEffect/AdOcean 2012 H1
38. // gemiusAdMonitor
Share of ad impressions by sectors
– Lithuania
Trade
Leisure Time
Automotive
14,8% Finance, Insurance, Brokerage
17,8%
Media, Books, CD & DVD
Beverages and Alcohol
Travel, Tourism, Hotels & Restaurants
2,1% 12,4%
Real Estate
3,0%
Clothing & Accessories
3,3%
Pharmaceuticals
3,4% Telecommunications
9,1%
3,6% Household Equipment, Furniture And Decorations
3,9% Computers and Audio Video
4,1% 8,8% Food
5,1% 6,7%
Personal Care and Hygiene
Household Products
1,3% Other
0,6%
Source: AdOcean 2012 H1
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
Telecommunications
Automotive
Finance, Insurance, Brokerage
1,8%3,7%
2,2% Trade
3,1%
3,1% Personal Care and Hygiene
26,3%
3,3% Food
Travel, Tourism, Hotels & Restaurants
4,9%
Media, Books, CD & DVD
5,2% Household Equipment, Furniture And Decorations
Beverages and Alcohol
5,8% Clothing & Accessories
10,3%
Pharmaceuticals
6,4% Computers and Audio Video
6,6% 9,9% Leisure Time
6,9%
Household Products
Real Estate
0,2% Other
0,1%
Source: gemiusDirectEffect/AdOcean 2012 H1
41. // gemiusAdMonitor
Average CTR by sectors
– Poland
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
Source: gemiusDirectEffect/AdOcean 2012 H1
42. // gemiusAdMonitor
Share of ad impressions by sectors
– Romania
Trade
Leisure Time
Finance, Insurance, Brokerage
16,5% Automotive
23,6% Media, Books, CD & DVD
Telecommunications
Food
2,1%
Real Estate
2,4%
Pharmaceuticals
2,9%
Travel, Tourism, Hotels & Restaurants
3,1% 10,7%
Beverages and Alcohol
3,6%
Personal Care and Hygiene
5,1% Computers and Audio Video
10,4%
6,4% Household Equipment, Furniture And Decorations
9,9%
1,3% Household Products
0,8%
0,6% Clothing & Accessories
0,4% Other
0,2%
Source: gemiusDirectEffect/AdOcean 2012 H1
43. // gemiusAdMonitor
Average CTR by sectors
– Romania
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
Source: gemiusDirectEffect/AdOcean 2012 H1
44. // gemiusAdMonitor
Share of ad impressions by sectors
– Serbia
Media, Books, CD & DVD
Telecommunications
Automotive
1,6%
1,9%
2,2% Finance, Insurance, Brokerage
2,7%
4,4% 25,5% Travel, Tourism, Hotels & Restaurants
Beverages and Alcohol
5,3%
Personal Care and Hygiene
5,8% Trade
Household Equipment, Furniture And Decorations
Food
7,3%
Leisure Time
22,7% Pharmaceuticals
8,5%
Clothing & Accessories
9,2% Computers and Audio Video
1,1%
0,8% Real Estate
0,7% Other
0,4%
Source: gemiusDirectEffect/AdOcean 2012 H1
45. // gemiusAdMonitor
Average CTR by sectors
– Serbia
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
Source: gemiusDirectEffect/AdOcean 2012 H1
46. // gemiusAdMonitor
Share of ad impressions by sectors
– Slovakia
Telecommunications
Finance, Insurance, Brokerage
Automotive
10,9% Personal Care and Hygiene
Beverages and Alcohol
1,2% 29,7%
1,4% Trade
3,2%
Household Equipment, Furniture And Decorations
3,3%
Food
4,0% Pharmaceuticals
Clothing & Accessories
4,8%
Household Products
5,7% Computers and Audio Video
Travel, Tourism, Hotels & Restaurants
22,1% Real Estate
0,7% 11,2%
0,6% Media, Books, CD & DVD
0,4%
0,2% Leisure Time
0,2% Other
0,1%
Source: gemiusDirectEffect/AdOcean 2012 H1
47. // gemiusAdMonitor
Average CTR by sectors
– Slovakia
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
Source: gemiusDirectEffect/AdOcean 2012 H1
48. About the report 3
Most popular advertising forms 5
Chosen market sectors 27
Methodology and definitions 48
49. // Methodology
Methodology (1/2)
• 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.
• gemiusAdMonitor H1 2012 report features CTR (click-through-rate) as the indicator of
effectiveness as it is a metric which is commonly available for most online advertising
campaigns and one of the most comparable. Still, a complete analysis of an advertising
campaign effectiveness requires measuring by more than one metric and this is why Gemius
also provides its clients with several additional tools to do so.
50. // Methodology
Methodology (2/2)
• 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
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. International Agency Segment Manager
Tamas Acs
tamas.acs@gemius.com
Join us @: Contact: Press contact:
Facebook.com/GemiusGroup Gemius SA International Marketing Department
Twitter.com/Gemius Wołoska 7 Street marketing@gemius.com
Slideshare.net/Gemius_com 02-675 Warsaw, PL
YouTube.com/wwwGemiusCom www.gemius.com
54. Gemius as the currency in online measurement
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)
54
