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The most effective ads gemiusAdMonitor report February – July 2014
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
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
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
5
Analysed countries
Bulgaria Croatia Czech Rep. Estonia Hungary Latvia Lithuania
Poland Romania Serbia Slovakia Slovenia Ukraine
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
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
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
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
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
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
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
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
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)
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)
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)
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)
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)
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)
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)
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)
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)
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)
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)
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)
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)
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
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.
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
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:
31
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