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Page 1: Gemius admonitor 2014.02-2014.07

We support knowledge driven business decisions.com

The most effective ads gemiusAdMonitor report February – July 2014

Page 2: Gemius admonitor 2014.02-2014.07

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

Page 3: Gemius admonitor 2014.02-2014.07

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

Page 4: Gemius admonitor 2014.02-2014.07

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

Page 5: Gemius admonitor 2014.02-2014.07

5

Analysed countries

Bulgaria Croatia Czech Rep. Estonia Hungary Latvia Lithuania

Poland Romania Serbia Slovakia Slovenia Ukraine

Page 6: Gemius admonitor 2014.02-2014.07

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

Page 7: Gemius admonitor 2014.02-2014.07

7 Source: gemiusDirectEffect 2014.02-2014.07

Average number of impressions per campaign by country

3,4

1

2,6

3

20

,23

4,1

5

12

,35

3,8

8

4,5

3

20

,45

5,3

8

5,3

3

4,1

5

2,0

7

11

,43

0

5

10

15

20

25

Bu

lgar

ia

Cro

atia

Cze

chR

ep

ub

lic

Esto

nia

Hu

nga

ry

Latv

ia

Lith

uan

ia

Po

lan

d

Ro

man

ia

Serb

ia

Slo

vaki

a

Slo

ven

ia

Ukr

ain

e

mill

ion

Page 8: Gemius admonitor 2014.02-2014.07

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

7,8

1

17

3,2

9

0

20

40

60

80

100

120

140

160

180

200

Bu

lgar

ia

Cro

atia

Cze

chR

ep

ub

lic

Esto

nia

Hu

nga

ry

Latv

ia

Lith

uan

ia

Po

lan

d

Ro

man

ia

Serb

ia

Slo

vaki

a

Slo

ven

ia

Ukr

ain

e

tho

usa

nd

Page 9: Gemius admonitor 2014.02-2014.07

9 Source: gemiusDirectEffect 2014.02-2014.07

Average number of real users per campaign by country

39

6,4

9

27

7,7

2

85

7,8

2

19

9,7

3

60

3,0

3

25

1,5

1

30

2,2

3

1 5

83

,39

71

6,9

2

32

4,0

4

39

7,7

7

15

3,9

0

1 5

20

,41

0

200

400

600

800

1 000

1 200

1 400

1 600

1 800

Bu

lgar

ia

Cro

atia

Cze

chR

ep

ub

lic

Esto

nia

Hu

nga

ry

Latv

ia

Lith

uan

ia

Po

lan

d

Ro

man

ia

Serb

ia

Slo

vaki

a

Slo

ven

ia

Ukr

ain

e

tho

usa

nd

Page 10: Gemius admonitor 2014.02-2014.07

10 Source: gemiusDirectEffect 2014.02-2014.07

Average real user frequency per campaign by country

6,0

8 9

,43

11

,38

16

,25

12

,28

11

,50

10

,42

27

,51

5,1

6

11

,03

8,1

6

8,5

9

6,0

9

0

5

10

15

20

25

30

Bu

lgar

ia

Cro

atia

Cze

chR

ep

ub

lic

Esto

nia

Hu

nga

ry

Latv

ia

Lith

uan

ia

Po

lan

d

Ro

man

ia

Serb

ia

Slo

vaki

a

Slo

ven

ia

Ukr

ain

e

Page 11: Gemius admonitor 2014.02-2014.07

11 Source: gemiusDirectEffect 2014.02-2014.07

Average number of publishers per campaign by country

6,4

8

5,5

7

4,1

9

4,2

2

4,2

4

4,2

8

3,1

4

4,6

5

6,0

0

3,8

2

3,9

4

1,5

4

0

1

2

3

4

5

6

7

Bu

lgar

ia

Cro

atia

Cze

chR

ep

ub

lic

Esto

nia

Hu

nga

ry

Latv

ia

Po

lan

d

Ro

man

ia

Serb

ia

Slo

vaki

a

Slo

ven

ia

Ukr

ain

e

Page 12: Gemius admonitor 2014.02-2014.07

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

Bu

lgar

ia

Cro

atia

Cze

chR

ep

ub

lic

Esto

nia

Hu

nga

ry

Latv

ia

Lith

uan

ia

Po

lan

d

Ro

man

ia

Serb

ia

Slo

vaki

a

Slo

ven

ia

Ukr

ain

e

day

s

Page 13: Gemius admonitor 2014.02-2014.07

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

Page 14: Gemius admonitor 2014.02-2014.07

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

mill

ion

of

Re

al U

sers

million of impressions

Log. (Real Users)

Page 15: Gemius admonitor 2014.02-2014.07

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

mill

ion

of

Re

al U

sers

million of impressions

Log. (Real Users)

Page 16: Gemius admonitor 2014.02-2014.07

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

mill

ion

of

Re

al U

sers

million of impressions

Log. (Real Users)

Page 17: Gemius admonitor 2014.02-2014.07

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

mill

ion

of

Re

al U

sers

million of impressions

Log. (Real Users)

Page 18: Gemius admonitor 2014.02-2014.07

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

mill

ion

of

Re

al U

sers

million of impressions

Log. (Real Users)

Page 19: Gemius admonitor 2014.02-2014.07

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

mill

ion

of

Re

al U

sers

million of impressions

Log. (Real Users)

Page 20: Gemius admonitor 2014.02-2014.07

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

Mill

ion

s

Millions

Real Users Log. (Real Users)

Page 21: Gemius admonitor 2014.02-2014.07

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

mill

ion

of

Re

al U

sers

million of impressions

Log. (Real Users)

Page 22: Gemius admonitor 2014.02-2014.07

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

mill

ion

of

Re

al U

sers

million of impressions

Log. (Real Users)

Page 23: Gemius admonitor 2014.02-2014.07

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

mill

ion

of

Re

al U

sers

million of impressions

Log. (Real Users)

Page 24: Gemius admonitor 2014.02-2014.07

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

mill

ion

of

Re

al U

sers

million of impressions

Log. (Real Users)

Page 25: Gemius admonitor 2014.02-2014.07

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

mill

ion

of

Re

al U

sers

million of impressions

Log. (Real Users)

Page 26: Gemius admonitor 2014.02-2014.07

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

mill

ion

of

Re

al U

sers

million of impressions

Log. (Real Users)

Page 27: Gemius admonitor 2014.02-2014.07

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

Page 28: Gemius admonitor 2014.02-2014.07

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.

Page 29: Gemius admonitor 2014.02-2014.07

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

Page 30: Gemius admonitor 2014.02-2014.07

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:

Page 31: Gemius admonitor 2014.02-2014.07

31

Gemius SA is the owner of the report. Report is protected by the copyright and trademark laws and other laws in Poland. Any further distribution for sale or otherwise is expressly prohibited. Any printing, copying and other forms of use in unchanged form may take place only and exclusively for non-commercial and exclusively with the source and author.

Page 32: Gemius admonitor 2014.02-2014.07

Gemius SA

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02-676 Warsaw

Contact us!

www.gemius.com