1. The most popular and
effective display ads
Bulgaria Lithuania
Croatia Poland
Czech Rep. Romania
Hungary Serbia
Latvia Slovakia
H1 2012
gemiusAdMonitor report
Warsaw, October 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.
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. Join us @: Contact: Press contact:
Facebook.com/GemiusGroup Gemius Bulgaria contact@gemius.bg
Twitter.com/Gemius Jacqueline” Building /A-1-1/, www.gemius.bg
Slideshare.net/Gemius_com Block A, Floor 1, Office 1, 58
YouTube.com/wwwGemiusCom Bulgaria Blvd, 1680, Sofia
54. Gemius as the currency in online measurement
JIC Standard: Poland, Czech
Republic, Slovakia, Hungary, Slo
venia, Turkey, Israel, Denmark,
Ukraine, Belarus.
De facto currency: Lithuania,
Latvia, Estonia, Bulgaria, Bosnia,
Croatia
Start-up: Russia, Serbia, MENA
(UAE, KSI, Egypt, Lebanon, Jorda
n, Syria, Kuwait, Morocco, Tunisi
a)
54