/ / 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 Slovakia gemiusAdMonitor Most popular and effective display ads in 4th quarter of 2010
gemiusAdMonitor_SK_4Q2010
Sep 13, 2014
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Warsaw, March 2011
Online display advertising in SlovakiagemiusAdMonitor
Most popular and effective display adsin 4th quarter of 2010
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gemiusAdMonitor
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 ad clicks by sectorso Average CTR for specific sectorso Average number of ad impressions per campaign by specific sectorso Average number of ad clicks per campaign by specific sectors
*The Telecommunication sector is not shown in this research, because there were not enough telecommunication companies to generate the data for this sector.
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Most popular advertising forms
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gemiusAdMonitor
gemiusAdMonitor
Key findings
• 300 x 300, 468 x 300, and 250 x 250 were the most common ad formats present on the Slovakian market in the 4th quarter of 2010. Among these formats 300 x 300 proved to be the indisputable leader, being used by almost 9 out of 10 campaigns and leaving the other behind. The second format in terms of the number of campaigns featuring it, 200 x 200, scored 5 times less.
• 468 x 300 not only was one of the most common formats, it was also the leader in terms of CTR, with value of 0,55%. Other common formats were not so effective and their CTR was rather average.
• Forms with a noticeably high CTR also include 960 x 200 and 250 x250 with 0,32% and 0,26% respectively.
• 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 – rather the opposite. Considering this indicator the undoubted leader turned out to be 745 x 70, with 3,24 mil. impressions.
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gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Slovakia
Most often used ad formats
gemiusAdMonitor
42,2%
5,5%
4,2%
3,8%
3,2%
3,0%
2,7%
2,7%
2,3%
2,1%
2,1%
2,1%
1,7%
1,5%
1,3%
19,6%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
300x300
468x300
250x250
480x300
200x200
960x200
728x90
300x250
745x100
120x600
745x70
990x200
300x600
160x600
468x60
Other
//06
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0 1 0 1 0 0 1 0 1 0 1 0 1
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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
15 most popular formats - Average number of impressions per creative for given ad formats
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3,24
2,29
1,95
1,20
1,04
1,00
0,70
0,68
0,66
0,62
0,34
0,33
0,29
0,24
0,11
0,0 0,5 1,0 1,5 2,0 2,5 3,0 3,5
745x70
120x600
468x60
160x600
200x200
300x250
745x100
990x200
300x300
480x300
960x200
300x600
250x250
728x90
468x300
Millions
source: gemiusDirectEffect, 4th quarter of 2010, Slovakia
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0 1 1 0 1 0 1
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gemiusAdMonitor
15 most popular formats - Average number of clicks per creative for given ad formats
gemiusAdMonitor
2,48
1,79
1,31
1,12
1,03
0,85
0,82
0,73
0,70
0,65
0,62
0,46
0,32
0,30
0,28
0,0 0,2 0,4 0,6 0,8 1,0 1,2 1,4 1,6 1,8 2,0 2,2 2,4 2,6 2,8
745x70
120x600
480x300
300x250
990x200
960x200
300x300
468x300
468x60
160x600
200x200
745x100
300x600
728x90
250x250
Thousands
source: gemiusDirectEffect, 4th quarter of 2010, Slovakia
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0 1 0 0 0 0 0 1 0 1 1 0 1
0 1 0 1 0 1 0 1
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0 1 0 1 0 1
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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
15 most popular formats - Average CTR (click through ratio)
gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Slovakia
0,55%
0,32%
0,26%
0,23%
0,22%
0,21%
0,20%
0,12%
0,11%
0,11%
0,09%
0,09%
0,07%
0,07%
0,05%
0,0% 0,1% 0,2% 0,3% 0,4% 0,5% 0,6%
468x300
960x200
250x250
300x300
480x300
300x250
990x200
728x90
300x600
200x200
745x100
120x600
745x70
160x600
468x60
//09
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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
15 most popular formats - Share of campaigns using specific formats *
* The numbers do not sum up to 100% as a campaign can use more than one form.
gemiusAdMonitor
89,3%
16,7%
15,5%
14,3%
11,9%
8,3%
8,3%
7,1%
7,1%
7,1%
6,0%
6,0%
6,0%
6,0%
4,8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
300x300
200x200
250x250
480x300
960x200
468x300
300x600
300x250
120x600
160x600
728x90
745x70
990x200
468x60
745x100
source: gemiusDirectEffect, 4th quarter of 2010, Slovakia
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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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Chosen market sectors*
*The Telecommunication sector is not shown in this research, because there were not enough telecommunication companies to generate the data for this sector.
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gemiusAdMonitor
gemiusAdMonitor
Key findings
• As far as market sectors are concerned Finance and Automotive are the ones with the greatest share of campaigns (34% and 13% respectively). Campaigns concerning Computers and Audio Video have taken the next place with 7%.
• Taking impressions into consideration the relation remains more or less the same, with Leisure taking place of Automotive. One out of three impressions is generated by a creative from Finance sector. The impressions per campaign indicator with almost 6,5 mil. is highest in Leisure Time sector. Next in the ranking there are 3 sectors with similar values between 3 and 4 mil.: Food, Finance and Computers and Audio Video.
• Computers and Audio Video sector is the one with the highest CTR: 1,26% and is followed by Finance, Insurance, Brokerage, with 0,83%.
//012
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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 campaigns by sectors
gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Slovakia
34,4%
12,9%
7,4%6,1%
4,9%
4,3%
4,3%
25,8%
Finance, Insurance, Brokerage
Automotive
Computers and Audio Video
Leisure Time
Food
Household Equipment, Furniture And Decorations
Household Products
Other
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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 impressions by sectors
gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Slovakia
35,1%
9,6%
7,5%5,7%4,4%
2,9%2,4%
32,3%
Finance, Insurance, Brokerage
Leisure Time
Computers and Audio Video
Automotive
Food
Household Products
Household Equipment, Furniture And Decorations
Other
//014
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
Share of clicks by sectors
gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Slovakia
37,9%
15,4%9,5%
8,0%
2,6%
2,6%1,1%
23,0%
Finance, Insurance, Brokerage
Automotive
Leisure Time
Computers and Audio Video
Food
Household Products
Household Equipment, Furniture And Decorations
Other
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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
gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Slovakia
6,48
4,25
4,24
3,72
2,85
2,30
1,84
0 2 4 6 8
Leisure Time
Computers and Audio Video
Finance, Insurance, Brokerage
Food
Household Products
Household Equipment, Furniture And Decorations
Automotive
Millions
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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
gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Slovakia
11,34
8,76
8,10
7,93
4,43
3,91
1,90
0 2 4 6 8 10 12
Leisure Time
Automotive
Finance, Insurance, Brokerage
Computers and Audio Video
Household Products
Food
Household Equipment, Furniture And Decorations
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
gemiusAdMonitor
source: gemiusDirectEffect, 4th quarter of 2010, Slovakia
1,26%
0,83%
0,75%
0,44%
0,43%
0,33%
0,15%
0,0% 0,2% 0,4% 0,6% 0,8% 1,0% 1,2% 1,4%
Computers and Audio Video
Finance, Insurance, Brokerage
Automotive
Leisure Time
Household Products
Food
Household Equipment, Furniture And Decorations
//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
gemiusAdMonitor
Methodological note
• The source of the data is the gemiusDirectEffect research, which is one of the most often used advertisement monitoring systems in the 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.• The category „other” gathers all sectors, for which there occurred less than 5
campaigns, and sectors, which were not distinguished.• The „Most popular advertising forms” section results are calculated on data from
less campaigns, than in the „Chosen market sectors” section.• The Telecommunication sector is not shown in this research, because there were
not enough telecommunication companies to generate the data for this sector.
//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
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.
//020
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
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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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
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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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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]