gemiusadmonitor report: market sectors
TRANSCRIPT
4
About gemiusAdMonitor report
gemiusAdMonitor is a periodical report prepared by Gemius. The source of data are
gemiusDirectEffect and AdOcean ad server, which are the leading online advertisement
monitoring systems in the CEE region.
What can be found in this report?
➜Share of campaings by sectors
➜Share of ad impressions by sectors
➜Share of ad clicks by sectors
➜Average CTR by sectors
5
Analyzed countries
Bulgaria Croatia Czech Rep. Estonia Hungary Latvia
Lithuania Poland Romania Serbia Slovakia Slovenia
Ukraine
7Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of campaigns by sectors – Bulgaria
13%
13%
11%
10%7%
7%
7%
6%
6%
5%
5%2%
2%
2%
2%
0.4%
2%
Telecommunications
Finance, Insurance, Brokerage
Automotive
Trade
Leisure Time
Media, Books, CD & DVD
Pharmaceuticals
Food
Beverages and Alcohol
Personal Care and Hygiene
Household Equipment, Furniture And Decorations
Clothing & Accessories
Travel, Tourism, Hotels & Restaurants
Real Estate
Computers and Audio Video
Household Products
Other
Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.
8Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad impressions by sectors – Bulgaria
20%
17%
10%10%
9%
6%
5%
4%
4%
3%3%
3%2%2%
1%
0.03%
1%
Trade
Finance, Insurance, Brokerage
Telecommunications
Pharmaceuticals
Personal Care and Hygiene
Media, Books, CD & DVD
Automotive
Beverages and Alcohol
Clothing & Accessories
Household Equipment, Furniture And Decorations
Food
Leisure Time
Real Estate
Computers and Audio Video
Travel, Tourism, Hotels & Restaurants
Household Products
Other
Share of ad impressions by sectors – the percentage of impressionsfor a given sector in the total number of impressions.
9Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad clicks by sectors – Bulgaria
19%
11%
11%
9%9%
8%
8%
6%
6%
4%2%2%
2%
1%
1%
0.1%
1%
Telecommunications
Automotive
Pharmaceuticals
Finance, Insurance, Brokerage
Beverages and Alcohol
Food
Trade
Leisure Time
Media, Books, CD & DVD
Personal Care and Hygiene
Household Equipment, Furniture And Decorations
Clothing & Accessories
Computers and Audio Video
Real Estate
Travel, Tourism, Hotels & Restaurants
Household Products
Other
Share of ad clicks by sectors – the percentage of clicks for a givensector in the total number of clicks.
10Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Average CTR by sectors – Bulgaria
0.26%
0.26%
0.27%
0.29%
0.29%
0.31%
0.47%
0.48%
0.49%
0.59%
0.62%
0.64%
0.79%
0.96%
1.02%
1.08%
Clothing & Accessories
Personal Care and Hygiene
Travel, Tourism, Hotels & Restaurants
Media, Books, CD & DVD
Real Estate
Trade
Pharmaceuticals
Computers and Audio Video
Finance, Insurance, Brokerage
Household Products
Household Equipment, Furniture And Decorations
Telecommunications
Automotive
Leisure Time
Food
Beverages and Alcohol
Average CTR (Click Through Ratio) – average of quotients (clicks / impressions)for each creative-placement pair.
11Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of campaigns by sectors – Croatia
18%
12%
10%
9%9%
8%
6%
4%
4%
3%
3%2%2%
2%1% 8%
Automotive
Personal Care and Hygiene
Telecommunications
Trade
Food
Finance, Insurance, Brokerage
Household Equipment, Furniture And Decorations
Beverages and Alcohol
Leisure Time
Travel, Tourism, Hotels & Restaurants
Computers and Audio Video
Clothing & Accessories
Household Products
Pharmaceuticals
Media, Books, CD & DVD
Other
Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.
12Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad impressions by sectors – Croatia
19%
12%
11%
8%8%
7%
7%
5%
5%
4%
3%2%
1%1%
1%
8%
Automotive
Finance, Insurance, Brokerage
Telecommunications
Leisure Time
Personal Care and Hygiene
Trade
Food
Household Equipment, Furniture And Decorations
Computers and Audio Video
Media, Books, CD & DVD
Beverages and Alcohol
Household Products
Pharmaceuticals
Travel, Tourism, Hotels & Restaurants
Clothing & Accessories
Other
Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.
13Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad clicks by sectors – Croatia
16%
13%
11%
10%9%
8%
7%
5%
5%
4%
3%2%
2%1%
1%
4%
Automotive
Finance, Insurance, Brokerage
Personal Care and Hygiene
Food
Household Equipment, Furniture And Decorations
Telecommunications
Trade
Leisure Time
Household Products
Computers and Audio Video
Beverages and Alcohol
Media, Books, CD & DVD
Travel, Tourism, Hotels & Restaurants
Pharmaceuticals
Clothing & Accessories
Other
Share of ad clicks by sectors – the percentage of clicks for a givensector in the total number of clicks.
14Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Average CTR by sectors – Croatia
Average CTR (Click Through Ratio) – average of quotients (clicks / impressions)for each creative-placement pair.
0.17%
0.25%
0.29%
0.32%
0.33%
0.35%
0.39%
0.47%
0.48%
0.49%
0.51%
0.52%
0.58%
0.60%
0.73%
Media, Books, CD & DVD
Leisure Time
Personal Care and Hygiene
Telecommunications
Computers and Audio Video
Automotive
Trade
Finance, Insurance, Brokerage
Food
Travel, Tourism, Hotels & Restaurants
Pharmaceuticals
Beverages and Alcohol
Clothing & Accessories
Household Equipment, Furniture And Decorations
Household Products
15Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of campaigns by sectors – Czech Republic
16%
14%
11%
7%6%5%
5%
5%
5%
4%
3%
3%
3%2%
2%
1%
9%
Trade
Automotive
Finance, Insurance, Brokerage
Travel, Tourism, Hotels & Restaurants
Household Equipment, Furniture And Decorations
Telecommunications
Leisure Time
Food
Pharmaceuticals
Personal Care and Hygiene
Clothing & Accessories
Real Estate
Media, Books, CD & DVD
Computers and Audio Video
Beverages and Alcohol
Household Products
Other
Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.
16Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad impressions by sectors – Czech Republic
25%
16%
12%6%
6%
6%
4%
4%
4%
3%2%
1%
1%
1%
1%1%
6%
Trade
Automotive
Finance, Insurance, Brokerage
Travel, Tourism, Hotels & Restaurants
Household Equipment, Furniture And Decorations
Telecommunications
Personal Care and Hygiene
Leisure Time
Food
Computers and Audio Video
Pharmaceuticals
Media, Books, CD & DVD
Clothing & Accessories
Household Products
Beverages and Alcohol
Real Estate
Other
Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.
17Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad clicks by sectors – Czech Republic
24%
15%
10%8%
8%
7%
4%
4%
4%
4%
2%2%
2%
2%1%
0.5%
5%
Automotive
Trade
Personal Care and Hygiene
Finance, Insurance, Brokerage
Food
Telecommunications
Leisure Time
Travel, Tourism, Hotels & Restaurants
Pharmaceuticals
Household Equipment, Furniture And Decorations
Beverages and Alcohol
Computers and Audio Video
Clothing & Accessories
Household Products
Media, Books, CD & DVD
Real Estate
Other
Share of ad clicks by sectors – the percentage of clicks for a givensector in the total number of clicks.
18Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Average CTR by sectors – Czech Republic
0.21%
0.22%
0.24%
0.24%
0.25%
0.27%
0.36%
0.37%
0.38%
0.42%
0.42%
0.46%
0.48%
0.54%
0.68%
0.71%
Travel, Tourism, Hotels & Restaurants
Computers and Audio Video
Trade
Household Equipment, Furniture And Decorations
Finance, Insurance, Brokerage
Real Estate
Leisure Time
Household Products
Media, Books, CD & DVD
Clothing & Accessories
Telecommunications
Automotive
Pharmaceuticals
Personal Care and Hygiene
Beverages and Alcohol
Food
Average CTR (Click Through Ratio) – average of quotients (clicks / impressions)for each creative-placement pair.
19Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of campaigns by sectors – Estonia
Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.
13%
9%
8%
7%
7%5%5%4%
4%3%
3%2%
2%2%1%
0.2%
25%
Trade
Automotive
Finance, Insurance, Brokerage
Travel, Tourism, Hotels & Restaurants
Leisure Time
Telecommunications
Media, Books, CD & DVD
Household Equipment, Furniture And Decorations
Food
Clothing & Accessories
Computers and Audio Video
Real Estate
Beverages and Alcohol
Pharmaceuticals
Personal Care and Hygiene
Household Products
Other
20Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad impressions by sectors – Estonia
Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.
20%
18%
8%6%5%
5%
5%
4%
4%
2%2%2%1%
1%1%0.01%
16%
Trade
Finance, Insurance, Brokerage
Automotive
Travel, Tourism, Hotels & Restaurants
Computers and Audio Video
Leisure Time
Clothing & Accessories
Household Equipment, Furniture AndDecorationsTelecommunications
Personal Care and Hygiene
Media, Books, CD & DVD
Beverages and Alcohol
21Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad clicks by sectors – Estonia
Share of ad clicks by sectors – the percentage of clicks for a givensector in the total number of clicks.
28%
11%
7%7%
7%
6%
4%
4%
4%
3%
3%2%
2%1%
1%
0.1%
11%
Trade
Finance, Insurance, Brokerage
Telecommunications
Automotive
Travel, Tourism, Hotels & Restaurants
Leisure Time
Clothing & Accessories
Household Equipment, Furniture And Decorations
Food
Computers and Audio Video
Media, Books, CD & DVD
Beverages and Alcohol
Real Estate
Pharmaceuticals
Personal Care and Hygiene
Household Products
Other
22Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Average CTR by sectors – Estonia
Average CTR (Click Through Ratio) – average of quotients (clicks / impressions)for each creative-placement pair.
0.23%
0.27%
0.28%
0.31%
0.31%
0.32%
0.32%
0.33%
0.34%
0.41%
0.41%
0.44%
0.46%
0.46%
0.57%
1.10%
Leisure Time
Computers and Audio Video
Media, Books, CD & DVD
Travel, Tourism, Hotels & Restaurants
Household Equipment, Furniture And Decorations
Trade
Real Estate
Clothing & Accessories
Personal Care and Hygiene
Automotive
Finance, Insurance, Brokerage
Pharmaceuticals
Food
Telecommunications
Beverages and Alcohol
Household Products
23Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of campaigns by sectors – Hungary
12%
10%
8%
8%
7%7%5%
4%
4%
4%
4%
4%
3%
3%1%1%
15%
Finance, Insurance, Brokerage
Telecommunications
Automotive
Food
Trade
Pharmaceuticals
Media, Books, CD & DVD
Personal Care and Hygiene
Household Equipment, Furniture And Decorations
Computers and Audio Video
Clothing & Accessories
Travel, Tourism, Hotels & Restaurants
Beverages and Alcohol
Leisure Time
Household Products
Real Estate
Other
Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.
24Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad impressions by sectors – Hungary
24%
18%
9%8%
7%
5%
4%
4%
3%
3%3%
1%
1%
1%
1%
1%
8%
Telecommunications
Finance, Insurance, Brokerage
Food
Automotive
Trade
Pharmaceuticals
Personal Care and Hygiene
Travel, Tourism, Hotels & Restaurants
Household Equipment, Furniture And Decorations
Media, Books, CD & DVD
Beverages and Alcohol
Computers and Audio Video
Clothing & Accessories
Real Estate
Leisure Time
Household Products
Other
Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.
25Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad clicks by sectors – Hungary
21%
12%
11%
10%
8%
5%
5%
4%
4%
3%3%
2%2%
1%
1%
1%
7%
Telecommunications
Finance, Insurance, Brokerage
Trade
Automotive
Food
Personal Care and Hygiene
Pharmaceuticals
Household Equipment, Furniture And Decorations
Media, Books, CD & DVD
Clothing & Accessories
Travel, Tourism, Hotels & Restaurants
Beverages and Alcohol
Computers and Audio Video
Leisure Time
Real Estate
Household Products
Other
Share of ad clicks by sectors – the percentage of clicks for a givensector in the total number of clicks.
26Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Average CTR by sectors – Hungary
0.17%
0.18%
0.22%
0.23%
0.25%
0.27%
0.30%
0.34%
0.35%
0.40%
0.40%
0.41%
0.43%
0.53%
0.81%
0.90%
Travel, Tourism, Hotels & Restaurants
Real Estate
Finance, Insurance, Brokerage
Household Products
Computers and Audio Video
Household Equipment, Furniture And Decorations
Automotive
Pharmaceuticals
Trade
Beverages and Alcohol
Food
Leisure Time
Telecommunications
Media, Books, CD & DVD
Clothing & Accessories
Personal Care and Hygiene
Average CTR (Click Through Ratio) – average of quotients (clicks / impressions)for each creative-placement pair.
27Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of campaigns by sectors – Latvia
24%
12%
10%
7%5%5%
4%
4%
4%
3%
3%
3%3%
2%1%
9%
Leisure Time
Automotive
Trade
Finance, Insurance, Brokerage
Real Estate
Household Equipment, Furniture And Decorations
Personal Care and Hygiene
Travel, Tourism, Hotels & Restaurants
Telecommunications
Food
Media, Books, CD & DVD
Beverages and Alcohol
Clothing & Accessories
Pharmaceuticals
Computers and Audio Video
Other
Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.
28Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad impressions by sectors – Latvia
18%
13%
12%
9%6%
6%
5%
4%
3%
2%2%1%1%
1%
1%
16%
Trade
Household Equipment, Furniture And Decorations
Leisure Time
Travel, Tourism, Hotels & Restaurants
Finance, Insurance, Brokerage
Telecommunications
Automotive
Food
Clothing & Accessories
Media, Books, CD & DVD
Personal Care and Hygiene
Real Estate
Pharmaceuticals
Beverages and Alcohol
Computers and Audio Video
Other
Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.
29Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad clicks by sectors – Latvia
23%
12%
11%
9%7%
7%
5%
4%
3%
3%2%
2%2%
2%2% 4%
Trade
Automotive
Telecommunications
Finance, Insurance, Brokerage
Household Equipment, Furniture And Decorations
Leisure Time
Travel, Tourism, Hotels & Restaurants
Clothing & Accessories
Food
Computers and Audio Video
Beverages and Alcohol
Media, Books, CD & DVD
Pharmaceuticals
Personal Care and Hygiene
Real Estate
Other
Share of ad clicks by sectors – the percentage of clicks for a givensector in the total number of clicks.
30Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Average CTR by sectors – Latvia
0.15%
0.16%
0.31%
0.31%
0.31%
0.33%
0.35%
0.37%
0.39%
0.40%
0.48%
0.51%
0.57%
0.61%
0.70%
Leisure Time
Real Estate
Travel, Tourism, Hotels & Restaurants
Personal Care and Hygiene
Trade
Computers and Audio Video
Media, Books, CD & DVD
Household Equipment, Furniture And Decorations
Beverages and Alcohol
Food
Pharmaceuticals
Automotive
Clothing & Accessories
Telecommunications
Finance, Insurance, Brokerage
Average CTR (Click Through Ratio) – average of quotients (clicks / impressions)for each creative-placement pair.
31Source: AdOcean 2014.10-2015.03
Share of campaigns by sectors – Lithuania
23%
15%
8%7%5%
5%
4%
3%
3%
3%
3%
3%
2%2%
2%
0.3%
12%
Trade
Leisure time
Finance, Insurance, Brokerage
Automotive
Food
Pharmaceuticals
Media, books, CD&DVD
Personal care and hygiene
Computers and audio video
Telecommunications
Real estate
Beverages and alcohol
Household equipment, furniture and decorations
Clothing and accessories
Travel and tourism
Household products
Other
Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.
32Source: AdOcean 2014.10-2015.03
Share of ad impressions by sectors – Lithuania
18%
13%
9%
8%6%
6%
5%
4%
3%
2%2%2%1%
1%
1%
0.2%
20%
Leisure time
Trade
Finance, Insurance, Brokerage
Automotive
Media, books, CD&DVD
Pharmaceuticals
Food
Clothing and accessories
Real estate
Household equipment, furniture and decorations
Computers and audio video
Telecommunications
Personal care and hygiene
Beverages and alcohol
Travel and tourism
Household products
Other
Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.
33Source: AdOcean 2014.10-2015.03
Share of ad clicks by sectors – Lithuania
16%
11%
9%
8%
6%5%5%
4%
3%
3%
3%2%2%2%1%
0.2%
22%
Trade
Leisure time
Finance, Insurance, Brokerage
Pharmaceuticals
Automotive
Media, books, CD&DVD
Telecommunications
Food
Clothing and accessories
Beverages and alcohol
Computers and audio video
Personal care and hygiene
Real estate
Travel and tourism
Household equipment, furniture and decorations
Household products
Other
Share of ad clicks by sectors – the percentage of clicks for a givensector in the total number of clicks.
34Source: AdOcean 2014.10-2015.03
Average CTR by sectors – Lithuania
0.17%
0.29%
0.32%
0.34%
0.37%
0.38%
0.39%
0.52%
0.57%
0.60%
0.63%
0.65%
0.71%
0.82%
1.49%
3.01%
Real estate
Trade
Media, books, CD&DVD
Household equipment, furniture and decorations
Automotive
Clothing and accessories
Personal care and hygiene
Leisure time
Computers and audio video
Pharmaceuticals
Travel and tourism
Finance, Insurance, Brokerage
Telecommunications
Food
Beverages and alcohol
Household products
Average CTR (Click Through Ratio) – average of quotients (clicks / impressions)for each creative-placement pair.
35Source: gemiusDirectEffect 2014.10-2015.03
Share of campaigns by sectors – Poland
17%
12%
11%
8%8%
7%
7%
6%
5%
4%
4%3%
2%2%
2%
0.4%
4%
Food
Personal Care and Hygiene
Automotive
Pharmaceuticals
Leisure Time
Telecommunications
Finance, Insurance, Brokerage
Trade
Media, Books, CD & DVD
Household Equipment, Furniture And Decorations
Travel, Tourism, Hotels & Restaurants
Beverages and Alcohol
Computers and Audio Video
Household Products
Clothing & Accessories
Real Estate
Other
Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.
36Source: gemiusDirectEffect 2014.10-2015.03
Share of ad impressions by sectors – Poland
23%
16%
12%9%
7%
6%
5%
4%
3%3%
2%2%
2%
2%
1%
1%
2%
Automotive
Telecommunications
Finance, Insurance, Brokerage
Food
Pharmaceuticals
Household Equipment, Furniture And Decorations
Trade
Personal Care and Hygiene
Leisure Time
Beverages and Alcohol
Computers and Audio Video
Travel, Tourism, Hotels & Restaurants
Media, Books, CD & DVD
Clothing & Accessories
Real Estate
Household Products
Other
Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.
37Source: gemiusDirectEffect 2014.10-2015.03
Share of ad clicks by sectors – Poland
17%
16%
15%12%
10%
6%
5%
4%
3%3%
2%2%
1%1%1%0.5%
1%
Automotive
Food
Telecommunications
Personal Care and Hygiene
Trade
Finance, Insurance, Brokerage
Leisure Time
Pharmaceuticals
Beverages and Alcohol
Household Equipment, Furniture And Decorations
Media, Books, CD & DVD
Travel, Tourism, Hotels & Restaurants
Computers and Audio Video
Clothing & Accessories
Household Products
Real Estate
Other
Share of ad clicks by sectors – the percentage of clicks for a givensector in the total number of clicks.
38Source: gemiusDirectEffect 2014.10-2015.03
Average CTR by sectors – Poland
0.38%
0.39%
0.44%
0.47%
0.47%
0.50%
0.56%
0.58%
0.74%
0.78%
0.87%
1.00%
1.03%
1.04%
1.16%
1.25%
Clothing & Accessories
Real Estate
Travel, Tourism, Hotels & Restaurants
Computers and Audio Video
Automotive
Finance, Insurance, Brokerage
Telecommunications
Household Equipment, Furniture And Decorations
Pharmaceuticals
Household Products
Media, Books, CD & DVD
Trade
Beverages and Alcohol
Leisure Time
Food
Personal Care and Hygiene
Average CTR (Click Through Ratio) – average of quotients (clicks / impressions)for each creative-placement pair.
39Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of campaigns by sectors – Romania
15%
9%
8%
7%
7%6%6%
5%
5%
4%
4%
4%
2%2%
0.3%
16%
Media, Books, CD & DVD
Automotive
Computers and Audio Video
Telecommunications
Leisure Time
Finance, Insurance, Brokerage
Food
Pharmaceuticals
Personal Care and Hygiene
Clothing & Accessories
Beverages and Alcohol
Household Equipment, Furniture And Decorations
Real Estate
Travel, Tourism, Hotels & Restaurants
Household Products
Other
Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.
40Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad impressions by sectors – Romania
15%
12%
11%
8%7%
7%
6%
4%
4%
4%
3%
3%2%
2%
1%
12%
Media, Books, CD & DVD
Finance, Insurance, Brokerage
Automotive
Telecommunications
Pharmaceuticals
Computers and Audio Video
Beverages and Alcohol
Personal Care and Hygiene
Food
Real Estate
Clothing & Accessories
Leisure Time
Travel, Tourism, Hotels & Restaurants
Household Equipment, Furniture And Decorations
Household Products
Other
Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.
41Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad clicks by sectors – Romania
16%
11%
9%
9%6%5%
5%
5%
5%
4%
4%
3%
2%2%
1%
12%
Media, Books, CD & DVD
Real Estate
Finance, Insurance, Brokerage
Clothing & Accessories
Telecommunications
Personal Care and Hygiene
Automotive
Pharmaceuticals
Food
Computers and Audio Video
Beverages and Alcohol
Leisure Time
Travel, Tourism, Hotels & Restaurants
Household Equipment, Furniture And Decorations
Household Products
Other
Share of ad clicks by sectors – the percentage of clicks for a givensector in the total number of clicks.
42Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Average CTR by sectors – Romania
0.25%
0.27%
0.31%
0.33%
0.33%
0.37%
0.37%
0.38%
0.45%
0.47%
0.48%
0.51%
0.60%
0.66%
0.71%
Telecommunications
Finance, Insurance, Brokerage
Automotive
Computers and Audio Video
Travel, Tourism, Hotels & Restaurants
Media, Books, CD & DVD
Beverages and Alcohol
Real Estate
Food
Leisure Time
Pharmaceuticals
Household Equipment, Furniture And Decorations
Household Products
Personal Care and Hygiene
Clothing & Accessories
Average CTR (Click Through Ratio) – average of quotients (clicks / impressions)for each creative-placement pair.
43Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of campaigns by sectors – Serbia
17%
12%
11%
10%10%
7%
6%
6%
5%
4%
4%2%
2%1%0.9%0.6%
2%
Telecommunications
Finance, Insurance, Brokerage
Media, Books, CD & DVD
Food
Leisure Time
Personal Care and Hygiene
Automotive
Clothing & Accessories
Trade
Travel, Tourism, Hotels & Restaurants
Beverages and Alcohol
Computers and Audio Video
Pharmaceuticals
Household Equipment, Furniture And Decorations
Real Estate
Household Products
Other
Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.
44Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad impressions by sectors – Serbia
24%
22%
10%7%
7%
6%
5%
3%
3%3%
2%2%
2%
1%1%
0.4%
1%
Media, Books, CD & DVD
Telecommunications
Finance, Insurance, Brokerage
Automotive
Travel, Tourism, Hotels & Restaurants
Leisure Time
Food
Personal Care and Hygiene
Beverages and Alcohol
Clothing & Accessories
Trade
Computers and Audio Video
Real Estate
Household Equipment, Furniture And Decorations
Pharmaceuticals
Household Products
Other
Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.
45Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad clicks by sectors – Serbia
23%
17%
15%7%
6%
6%
6%
5%
5%
3%3%
2%1%
1%
1%
0.1%
1%
Telecommunications
Media, Books, CD & DVD
Finance, Insurance, Brokerage
Food
Beverages and Alcohol
Automotive
Travel, Tourism, Hotels & Restaurants
Personal Care and Hygiene
Leisure Time
Clothing & Accessories
Trade
Computers and Audio Video
Real Estate
Pharmaceuticals
Household Equipment, Furniture And Decorations
Household Products
Other
Share of ad clicks by sectors – the percentage of clicks for a givensector in the total number of clicks.
46Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Average CTR by sectors – Serbia
0.08%
0.13%
0.13%
0.13%
0.14%
0.15%
0.16%
0.19%
0.20%
0.21%
0.22%
0.23%
0.27%
0.27%
0.28%
0.28%
Household Products
Leisure Time
Real Estate
Household Equipment, Furniture And Decorations
Automotive
Pharmaceuticals
Travel, Tourism, Hotels & Restaurants
Media, Books, CD & DVD
Computers and Audio Video
Trade
Telecommunications
Finance, Insurance, Brokerage
Clothing & Accessories
Personal Care and Hygiene
Beverages and Alcohol
Food
Average CTR (Click Through Ratio) – average of quotients (clicks / impressions)for each creative-placement pair.
47Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of campaigns by sectors – Slovakia
18%
13%
13%
9%5%5%
4%
4%
4%
4%
3%
3%
3%2%
1%
11%
Finance, Insurance, Brokerage
Trade
Automotive
Telecommunications
Beverages and Alcohol
Media, Books, CD & DVD
Personal Care and Hygiene
Household Equipment, Furniture And Decorations
Leisure Time
Computers and Audio Video
Pharmaceuticals
Clothing & Accessories
Food
Travel, Tourism, Hotels & Restaurants
Real Estate
Other
Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.
48Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad impressions by sectors – Slovakia
Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.
30%
18%
11%
10%
6%
5%
4%
3%3%
2%2%
1%1%
0.5%0.2%
4%
Finance, Insurance, Brokerage
Telecommunications
Automotive
Trade
Beverages and Alcohol
Household Equipment, Furniture And Decorations
Pharmaceuticals
Food
Personal Care and Hygiene
Clothing & Accessories
Computers and Audio Video
Media, Books, CD & DVD
Leisure Time
Real Estate
Travel, Tourism, Hotels & Restaurants
Other
49Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad clicks by sectors – Slovakia
29%
25%9%
8%
7%
4%
4%
4%3%
2%1%
1%0.6%
0.4%0.1%
3%
Telecommunications
Finance, Insurance, Brokerage
Automotive
Trade
Beverages and Alcohol
Household Equipment, Furniture And Decorations
Food
Personal Care and Hygiene
Pharmaceuticals
Computers and Audio Video
Clothing & Accessories
Leisure Time
Media, Books, CD & DVD
Real Estate
Travel, Tourism, Hotels & Restaurants
Other
Share of ad clicks by sectors – the percentage of clicks for a givensector in the total number of clicks.
50Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Average CTR by sectors – Slovakia
0.24%
0.30%
0.32%
0.42%
0.50%
0.52%
0.55%
0.60%
0.68%
0.72%
0.81%
0.83%
0.85%
0.88%
1.04%
Media, Books, CD & DVD
Travel, Tourism, Hotels & Restaurants
Trade
Clothing & Accessories
Finance, Insurance, Brokerage
Leisure Time
Household Equipment, Furniture And Decorations
Computers and Audio Video
Personal Care and Hygiene
Automotive
Real Estate
Pharmaceuticals
Beverages and Alcohol
Telecommunications
Food
Average CTR (Click Through Ratio) – average of quotients (clicks / impressions)for each creative-placement pair.
51Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of campaigns by sectors – Slovenia
13%
13%
12%
10%6%
6%
4%
3%
3%
3%
3%
3%
2%1%
1%
1%
16%
Automotive
Telecommunications
Finance, Insurance, Brokerage
Trade
Personal Care and Hygiene
Media, Books, CD & DVD
Food
Computers and Audio Video
Travel, Tourism, Hotels & Restaurants
Pharmaceuticals
Household Equipment, Furniture And Decorations
Clothing & Accessories
Beverages and Alcohol
Household Products
Leisure Time
Real Estate
Other
Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.
52Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad impressions by sectors – Slovenia
15%
15%
12%
8%8%
4%
4%
4%
3%
2%2%2%2%1%
1%
0.2%
16%
Automotive
Telecommunications
Media, Books, CD & DVD
Trade
Finance, Insurance, Brokerage
Beverages and Alcohol
Food
Personal Care and Hygiene
Household Equipment, Furniture And Decorations
Pharmaceuticals
Travel, Tourism, Hotels & Restaurants
Computers and Audio Video
Household Products
Clothing & Accessories
Leisure Time
Real Estate
Other
Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.
53Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad clicks by sectors – Slovenia
19%
14%
11%
8%8%
7%
6%
5%
4%
3%2%
2%
2%1%
1%0.2%
8%
Telecommunications
Automotive
Finance, Insurance, Brokerage
Trade
Food
Personal Care and Hygiene
Household Equipment, Furniture And Decorations
Pharmaceuticals
Beverages and Alcohol
Media, Books, CD & DVD
Computers and Audio Video
Clothing & Accessories
Household Products
Travel, Tourism, Hotels & Restaurants
Real Estate
Leisure Time
Other
Share of ad clicks by sectors – the percentage of clicks for a givensector in the total number of clicks.
54Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Average CTR by sectors – Slovenia
0.10%
0.18%
0.30%
0.41%
0.43%
0.45%
0.46%
0.52%
0.57%
0.60%
0.64%
0.74%
0.76%
0.81%
0.87%
0.88%
Leisure Time
Media, Books, CD & DVD
Computers and Audio Video
Telecommunications
Travel, Tourism, Hotels & Restaurants
Clothing & Accessories
Automotive
Household Products
Household Equipment, Furniture And Decorations
Beverages and Alcohol
Finance, Insurance, Brokerage
Trade
Pharmaceuticals
Food
Real Estate
Personal Care and Hygiene
Average CTR (Click Through Ratio) – average of quotients (clicks / impressions)for each creative-placement pair.
55Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of campaigns by sectors – Ukraine
13%
12%
12%
12%11%
8%
5%
5%
4%
3%
3%2%
2%
1%
1%
5%
Automotive
Personal Care and Hygiene
Beverages and Alcohol
Pharmaceuticals
Computers and Audio Video
Food
Media, Books, CD & DVD
Finance, Insurance, Brokerage
Trade
Telecommunications
Household Products
Sport
Household Equipment, Furniture And Decorations
Leisure Time
Real Estate
Other
Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.
56Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad impressions by sectors – Ukraine
21%
15%
15%10%
9%
8%
8%
5%3%
2%1%
1%0.1%0.08%0.02%
3%
Beverages and Alcohol
Computers and Audio Video
Food
Automotive
Personal Care and Hygiene
Trade
Pharmaceuticals
Media, Books, CD & DVD
Telecommunications
Finance, Insurance, Brokerage
Household Products
Household Equipment, Furniture And Decorations
Leisure Time
Sport
Real Estate
Other
Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.
57Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Share of ad clicks by sectors – Ukraine
19%
19%
16%12%
11%
6%
4%
3%3%
3%2%
0.2%
0.1%
0.01%<0,01%
2%
Beverages and Alcohol
Pharmaceuticals
Food
Personal Care and Hygiene
Computers and Audio Video
Automotive
Household Products
Trade
Media, Books, CD & DVD
Finance, Insurance, Brokerage
Telecommunications
Household Equipment, Furniture And Decorations
Leisure Time
Sport
Real Estate
Other
Share of ad clicks by sectors – the percentage of clicks for a givensector in the total number of clicks.
58Source: gemiusDirectEffect/AdOcean 2014.10-2015.03
Average CTR by sectors – Ukraine
0.19%
0.26%
0.63%
0.71%
0.99%
1.02%
1.14%
1.15%
1.25%
1.40%
2.25%
2.32%
3.14%
3.44%
4.17%
Sport
Real Estate
Household Equipment, Furniture And Decorations
Leisure Time
Media, Books, CD & DVD
Automotive
Finance, Insurance, Brokerage
Trade
Computers and Audio Video
Telecommunications
Food
Beverages and Alcohol
Personal Care and Hygiene
Pharmaceuticals
Household Products
Average CTR (Click Through Ratio) – average of quotients (clicks / impressions)for each creative-placement pair.
60
Methodology
➜ The source of data are the gemiusDirectEffect and AdOcean ad servers, which are the leading online advertisement monitoring systems in the CEE region.
➜ From the analyses all self-promotion campaigns were removed (it is campaigns with low priority, which are used to make use of impressions which would be
lost for any commercial or exclusive campaigns). Self-promotion campaigns are used only in AdOcean system.
➜ Formats typical for mailing were excluded from the research.
➜ Every campaign having place in the analyzed period was included in the research, except the ones that had less than 1000 impressions in the analyzed period.
➜ The presented data on ad impressions and ad clicks are cookie events.
➜ In market sectors, the „other” category contains all the remaining sectors not defined in the research and all other sectors where the number of campaigns
from that sector was smaller than 5 in the analyzed period.
61
Methodology
17 market sectors were distinguished for the research:
➜ Clothing & Accessories (clothes, shoes, jewelry, bags)
➜ Automotive (cars, trucks, patrol, gas, tires, motors, bicycles)
➜ Beverages and Alcohol (juices, beers, soda, wine, champagne, energy drinks, vodka, mineral water, tea, coffee)
➜ Computers and Audio Video (notebooks, computer accessories, CD players , cameras)
➜ Finance, Insurance, Brokerage (banks, insurance, credit institutions)
➜ Food (sweets, cakes, bread, rolls, meat, fruits, vegetables, rice, noodles)
➜ Household Equipment, Furniture And Decorations (furniture, small household goods, dishes)
➜ Household Products (washing powders, air freshener, washing up liquid)
➜ Leisure Time (cinema, theatre, toys, concerts)
➜ Media, Books, CD & DVD (movies, television stations, radio stations, audiobooks)
➜ Personal Care and Hygiene (cosmetics, perfumes, eyeliners, lipsticks, massage, all body care products, all make up products, body lotions)
➜ Pharmaceuticals (vitamins, antibiotics, pain killers, all pills and medicine equipment)
➜ Real Estate (real estate agencies, housing associations, developers)
➜ Telecommunications (internet, mobile phones, mobile network)
➜ Trade (super-and hypermarkets, shops, warehouses, video rental )
➜ Travel, Tourism, Hotels & Restaurants (hotels, public transport, buses, trains, planes, travel agencies)
➜ Other
62
Definitions of concepts
➜ 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 impressions for a given sector in the total number of
impressions.
➜ Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.
➜ Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.
63
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: