/ / 01 01000101 0101 0101 001010101 0100 0001011 01 010 10101 010 00101 110101 01010 1 0101 001001 011 0101 0101 001010101 0101 001010101 0101 001001 0101 001 0101 001 01101 gemiusAdMonitor 01000101 0101 0101 001010101 0100 0001011 01 010 10101 010 00101 110101 01010 1 0101 001001 011 0101 0101 001010101 0101 001010101 0101 001001 0101 001 0101 001 01101 Warsaw, March 2011 Online display advertising in Czech Republic gemiusAdMonitor Most popular and effective display ads in 4th quarter of 2010
gemiusAdMonitor_CZ_4Q2010
Sep 13, 2014
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Warsaw, March 2011
Online display advertising in Czech RepublicgemiusAdMonitor
Most popular and effective display adsin 4th quarter of 2010
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gemiusAdMonitor
About the report
• gemiusAdMonitor is a periodic report made by Gemius. The source of the data is the gemiusDirectEffect research, which is the leading online advertisement monitoring system in the CEE region. gemiusAdMonitor presents the ranking of most popular online ad formats and a wide range of indicators for display campaigns. Moreover, the report describes the advertising activity within chosen sectors of online market such as: finance, telecommunication and other.
• Information in the report:o Most often used ad formatso Average number of impressions per creative for given ad formatso Average number of clicks per creative for given ad formatso Average CTR for most often used ad formatso Share of campaigns using specific ad formatso Share of campaigns by sectorso Share of ad impressions by sectorso Share of clicks by sectorso Average CTR for specific sectorso Average number of ad impressions per campaign by specific sectorso Average number of clicks per campaign by specific sectorso Most often used ad formats by sectors
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Most popular advertising formats
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gemiusAdMonitor
Key findings
• 300x300, 480x300, and 300x250 were the most common ad formats present on the Czech market in the 4th quarter of 2010. They were not only used more frequently than other formats but also the majority of the campaigns applied at least one of them. Among these formats 300x300 turned out to be the indisputable leader and was used by 50,2% campaigns.
• Average number of impressions per creative did not correspond highly neither with the popularity of a format among advertisers, nor with the number of campaigns using it. Only 300x250 format is among the three most viewed. However, considering this indicator the leader turned out to be 418x120, with 2,39 mil. impressions.
• The highest average CTR value was reached by the 800x600 ad format. It amounted to a very high (when compared to other formats) value of 1,99%. The average number of impressions per this ad format amounted to 120.000, which placed it on the last position in the ranking of top 15 ad formats in these terms. The lowest CTR was noted for the 300x60 ad format, with a value of 0,05%.
• The least used ad format by the campaigns was of the size 970x100. The share of campaigns using this ad format amounted to 5,1%.
gemiusAdMonitor
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gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic
Most often used ad formats
15,1%9,4%
7,5%7,3%
6,8%6,4%
6,0%5,1%
4,2%4,1%4,0%
1,6%1,5%
1,2%1,2%
18,6%
0% 5% 10% 15% 20%
300x300480x300300x250250x250418x120300x600745x210160x600120x600745x100970x210970x310800x600
300x60970x100
other
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gemiusAdMonitor
15 most often used formats - Average number of impressions per creative for given ad formats
source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic
2,39
2,23
1,96
1,62
1,33
1,15
1,04
0,96
0,89
0,89
0,82
0,76
0,64
0,56
0,12
0 0,5 1 1,5 2 2,5 3
418x120
160x600
300x250
300x600
745x210
300x60
970x210
745x100
970x310
120x600
480x300
970x100
300x300
250x250
800x600
Millions
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gemiusAdMonitor
15 most often used formats - Average number of clicks per creative for given ad formats
source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic
7,45
6,89
3,73
2,36
2,02
1,55
1,43
1,17
1,15
0,99
0,67
0,65
0,63
0,53
0,50
0 2 4 6 8
300x600
800x600
418x120
970x210
160x600
300x250
745x210
480x300
970x310
745x100
970x100
120x600
300x300
250x250
300x60
Thousands
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gemiusAdMonitor
15 most often used formats - Average CTR (click through ratio)
source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic
1,99%0,38%
0,25%0,23%
0,20%0,15%0,13%0,13%0,12%0,11%0,11%0,11%0,11%0,10%
0,05%
0,0% 0,5% 1,0% 1,5% 2,0% 2,5%
800x600300x600480x300970x210418x120300x250745x100745x210300x300970x310160x600120x600250x250970x100
300x60
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gemiusAdMonitor
15 most often used formats - Share of campaigns using specific ad formats *
* The numbers do not sum up to 100% as a campaign can use more than one form.
source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic
50,2%
36,7%
33,1%
28,0%
27,7%
21,5%
20,3%
17,7%
17,4%
16,1%
15,8%
8,7%
7,1%
6,4%
5,1%
0% 10% 20% 30% 40% 50% 60%
300x300
480x300
300x250
250x250
418x120
300x600
745x210
160x600
120x600
745x100
970x210
970x310
800x600
300x60
970x100
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Chosen market sectors
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gemiusAdMonitor
Key findings
• As far as market sectors are concerned Finance, Automotive and Telecommunications are the ones with the greatest share of campaigns . With 21,2%, 19 and 14,5% respectively they consitute the greatest part of all campaigns in Czech Republic . Campaigns concerning Beverages and Alcohol have taken the next place with 5,8%.
• Taking shares of impressions into consideration the relation remains more or less the same, with Automotive moving on the fourth place. Finance is even larger- almost one out of three impressions is generated by a creative from this sector, and together with Telecommunications they account for more than a half of the overall impressions volume. The impressions per campaign indicator with more than 22 mil. is the highest in Beverages and Alcohol sector, leaving Telecommunications on the second place (almost 19 mil.). When clicks are concerned, it is also Beverages and Alcohol sector which leads the ranking, with almost four times more clicks per campaign than Telecommunications.
• The highest CTR was noticed for the Automotive sector, with a percentage value of 0,35%. The lowest CTR was reached by the Pharmaceuticals sector, amounting only to 0,11%. In case of Czech Republic, CTR split by categories seems quite balanced.
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Share of campaigns by sectors
source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic
21,2%
19,0%
14,5%5,8%
5,1%
5,1%
3,9%
3,5%
2,3%
1,6%1,6%
1,6% 14,8%Finance, Insurance, Brokerage
Automotive
Telecommunications
Beverages and Alcohol
Personal Care and Hygiene
Travel and Tourism
Food
Household Products
Household Equipment, Furniture And Decorations
Computers and Audio Video
Pharmaceuticals
Real Estate
Other
//013
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0 1 1 0 1 0 1
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0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
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0 1 0 1 0 0 1
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gemiusAdMonitor
Share of ad impressions by sectors
source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic
27,0%
24,0%11,4%
8,8%
4,2%
3,3%
2,5%2,4%
2,1%
1,2%
0,7%0,2%
12,1%Finance, Insurance, Brokerage
Telecommunications
Beverages and Alcohol
Automotive
Travel and Tourism
Food
Personal Care and Hygiene
Pharmaceuticals
Household Products
Household Equipment, Furniture And Decorations
Computers and Audio Video
Real Estate
Other
//014
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0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
Share of ad clicks by sectors
source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic
29,7%
19,9%
15,7%
12,0%
7,2%
4,9%
3,0%2,5%
2,1%
1,3%0,9% 0,7% 0,2%
Beverages and Alcohol
Telecommunications
Finance, Insurance, Brokerage
Automotive
Other
Travel and Tourism
Personal Care and Hygiene
Food
Household Products
Pharmaceuticals
Household Equipment, Furniture And Decorations
Computers and Audio Video
Real Estate
//015
0 1 0 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
Average number of ad impressions per campaign by sectors
source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic
22,36
18,85
16,95
14,45
9,60
9,23
6,80
6,23
5,48
5,25
4,89
1,72
0 5 10 15 20 25
Beverages and Alcohol
Telecommunications
Pharmaceuticals
Finance, Insurance, Brokerage
Food
Travel and Tourism
Household Products
Household Equipment, Furniture And Decorations
Personal Care and Hygiene
Automotive
Computers and Audio Video
Real Estate
Millions
//016
0 1 0 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
Average number of ad clicks per campaign by sectors
source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic
85,69
22,98
15,88
13,22
12,39
10,73
10,57
9,80
9,75
7,54
6,46
1,71
0 20 40 60 80 100
Beverages and Alcohol
Telecommunications
Travel and Tourism
Pharmaceuticals
Finance, Insurance, Brokerage
Food
Automotive
Personal Care and Hygiene
Household Products
Computers and Audio Video
Household Equipment, Furniture And Decorations
Real Estate
Thousands
//017
0 1 0 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
Average CTR (click through ratio) by sectors
source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic
0,35%
0,32%
0,32%
0,29%
0,29%
0,27%
0,23%
0,22%
0,22%
0,21%
0,18%
0,16%
0,11%
0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40%
Automotive
Beverages and Alcohol
Household Equipment, Furniture And Decorations
Telecommunications
Personal Care and Hygiene
Household Products
Real Estate
Computers and Audio Video
Finance, Insurance, Brokerage
Food
Travel and Tourism
Other
Pharmaceuticals
//018
0 1 0 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
Most often used ad formats by sectors (1/2)
source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic
Finance, Insurance, Brokerage Personal Care and Hygiene
300x300 25% 300x600 8% 250x250 13% 970x210 6% 480x300 9% 300x300 6% Other 53% Other 79%
Automotive Travel and Tourism
300x300 21% 745x210 17% 480x300 19% 300x600 15% 970x210 10% 120x600 12% Other 51% Other 57%
Telecommunications Food
418x120 12% 300x300 14% 300x300 10% 480x300 11% 480x300 9% 745x210 10% Other 69% Other 64%
Beverages and Alcohol Household Products
300x600 19% 300x600 23% 160x600 14% 300x300 21% 300x250 12% 745x210 8% Other 54% Other 48%
//019
0 1 0 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
Most often used ad formats by sectors (2/2)
source: gemiusDirectEffect, 4th quarter of 2010, Czech Republic
Household Equipment, Furniture And Decorations
300x600 21% 150x150 16% 300x60 16% Other 47% Pharmaceuticals 120x600 15% 745x210 13% 160x600 12% Other 60% Computers and Audio Video 250x250 13% 300x300 13% 300x250 13% Other 63% Real Estate 970x100 23% 970x210 15% 745x100 15% Other 46%
//020
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0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
gemiusAdMonitor
Methodological note
• The source of the data is the gemiusDirectEffect research, which is one of the most often used advertisement monitoring systems in CEE region.
• Formats typical for online messengers and mailing were excluded from the research – the scope of analysis are the display advertisements on websites.
• Every campaign having place in the scrutinised quarter was included in the research, except the ones that had less than 1000 impressions in the analysed period.
• The presented data on ad impressions concerns cookie impressions.
• Average CTR (click through ratio) - an average of quotients (cookie clicks/cookie impressions) for each creative of a given ad format/sector.
• 17 market sectors were distinguished for the research.
• For the most popular sectors the „others” category gathers all branches, for which frequency of occurrence was smaller than 5.
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0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
gemiusAdMonitor
Definitions (1/2)
• Creative – a graphic static or dynamic advertisement placed on websites
• Creative form – a sort of creation, which name is dependant of the size and the way of displaying (e.g. Scroll, Expand, toplayer).
• Ad format – the size of a creative showed in pixels (e.g. 300x300).
• Ad impression – a single display of a creative.
• Campaign – marketing campaign, within which specific creatives were displayed.
• Most often used ad formats – The relation between the number of each of creatives being one of 15 most popular forms of creative to the overall number of creatives.
• Average number of impressions per creative for given ad formats – average number of cookie impressions per creative in a given creative form.
• Average number of clicks per creative for given ad formats – average number of cookie clicks per creative in a given creative form.
• Average CTR (click through ratio) – average of quotients (cookie clicks/cookie impressions) for each creative of a given ad format.
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0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
0 1 0 0 0 1 0 1 1 1 0 1 0 1
0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 1 0 1 0 1
0 1 0 1 0 0 1 0 0 1
0 1 0 1 0 0 1
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gemiusAdMonitor
gemiusAdMonitor
Definitions (2/2)
• 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.
• Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in the total number of clicks.
• Average number of ad impressions per campaign by sectors – the number of cookie impressions for a given sector by the number of campaigns in these sectors.
• Average CTR (click through ratio) by sectors – average of quotients (cookie clicks/cookie impressions) for each creative of a given sector.
• Most often used ad formats by sectors – top three most often used ad formats in particular sectors.
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01101
gemiusAdMonitor
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01101
Gemius SAWołoska 7 Street
02-675 Warsaw, PLwww.gemius.com
Phone: +4822 390-90-90Fax: +4822 874-41-01
Contact with sales department:[email protected]