12. Impressions in usersâ AREA OF VIEW in (in %)
The share of impressions visible for the users in the total number of impressions
the share of visible impressions reach in the total reach
80%
70%
60%
50%
40%
30%
20%
10%
0%
placement placement placement placement placement placement
1x300x250 2x300x250 3x300x250 4x300x251 5x300x252 6x300x253
Source: gemiusDirectEffect , 2012; international FMCG brand campaign
12
13. SCREEN TOO SLOW DISPLAY
SMALLER OF THE CREATIVE
THAN SITE
WHY THOSE THINGS
SCREEN
HAPPEN?
SCREEN
SIZE DIFFERENT RESOLUTIONS
BROWSERS
13
18. ⢠Spending of âŹ21k was the âempty part of the
glassâ
⢠It was 42% of all budget
⢠It brought only 15% of new users
⢠The cost of acquiring 1 user was 3-times higher
This means that for this campaign optimal setting of
frequency limits was 3/user. Beyond that number
the effectiveness declined significantly, bringing
profit only to the publisher.
18
20. Brand A Brand B
Impressions 12 983 743 4 300 668
Impressions in Target Group 3 936 906 1 778 859
Impressions in TG as part of all impressions in % 30% 41%
Reach in cookies - (UU) 6 082 041 1 095 176
Reach in Real Users (RU) 2 604 385 552 671
Reach in RU in % in whole internet population â
base is number of RU from gA data. 13,79% 2,93%
Number of RU in TG that have contact with
campaign (from gPE) 885 711 241 973
Reach in TG (base of gPE & gA data) 17,01% 4,49%
Target Index* (my own indicator â this is in %
number of impressions that generate 1% of TG
group)
5,88% 22,28%
Source: gemiusDirectEffect , 2012; international FMCG brand s campaign
20
21. THREE GOLDEN RULES
REACH YOUR
BE VISIBLE TARGET
GROUP
DONâT BE
TOO VISIBLE
21
22. Insanity:
doing the same thing
over and over and
Albert Einstein
expecting different
results ,,
22
24. Average CTR per country
0.60
In-stream ad formats also
prove to be one of the
0.50
most effective in terms
of CTR
0.40
For pre-roll CTR vary from
0.30
~1.9% -3.4%
0.20
Still rich-media and video
ads constitute not more
0.10 than a few % of internet
advertising budgets in
0.00 CEE
Source: gemiusAdMonitor, H2 2011
24
25. Popularity vs. effectiveness of online advertising
formats - Bulgaria
100% 95% 4,0% Regular banners
90%
3,5%
are still the most
80%
frequent used
3,0% online
70%
2,5%
advertising
Campaign share
60%
format
50% 2,0%
40% The highest CTR
1,5%
30% value is
CTR / UCTR
1,0%
20% characteristic for
11%
0,5% Preroll
10%
2% 2% 2% 1% 0%
0% 0,0%
Campaign share Average CTR
Source: gemiusAdMonitor, H2 2011 25
29. Share of ad impressions per sector - Bulgaria
1,7%
1,2% Leisure Time
0,9% Finance, Insurance, Brokerage
0,4%
0,2% Food
6,7%
18,3% Telecommunications
2,6%
3,2% Automotive
Trade
3,9%
Computers and Audio Video
4,1% Household Equipment, Furniture And Decorations
15,2% Media, Books, CD & DVD
4,2%
Travel, Tourism, Hotels & Restaurants
Clothing & Accessories
8,9%
Beverages and Alcohol
9,8% Pharmaceuticals
9,3% Personal Care and Hygiene
9,6%
Real Estate
Household Products
Other
Source: gemiusAdMonitor, H2 2011
29
30. Ranking of the sectors with highest average CTR â
Bulgaria
Pharmaceuticals
Trade
Beverages and Alcohol
Automotive
Household Equipment, Furniture And Decorations
Household Products
Real Estate
Personal Care and Hygiene
Finance, Insurance, Brokerage
Computers and Audio Video
Food
Travel, Tourism, Hotels & Restaurants
Telecommunications
Leisure Time
Media, Books, CD & DVD
Clothing & Accessories
Source: gemiusAdMonitor, H2 2011
30
31. Letâs spend the money on
internet advertising
consciously and measure the
effects-
it pays off
31
32. THANK YOU!
Questions?
Authors:
Join us @:
Marta Klepka Ăcs TamĂĄs
PR & Communications Agency Segment Manager
Facebook.com/GemiusGroup Director tamas.acs@gemius.com
Twitter.com/Gemius
Slideshare.net/Gemius_com marta.klepka@gemius.com
YouTube.com/WwwGemiusCom