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gemiusAdMonitorMarket sectors2013.08 - 2014.01

About the report 3

Chosen market sectors 6

Methodology and definitions 36

Content

4

About the report

gemiusAdMonitor is a periodic report prepared by Gemius. The source of data are the gemiusDirectEffect and AdOcean systems, which are the

leading online advertisement monitoring systems in the CEE region. The report describes the advertising activity within chosen sectors of online

market such as: finance, telecommunication and other.

What can be found in this report?

➜ Share of ad impressions by sectors

➜ Share of ad clicks by sectors

➜ Share of campaings by sectors

5

Analysed countries

Bulgaria Croatia Czech Rep. Hungary Latvia

Lithuania Poland Romania Serbia Slovakia

The report includes information about Bulgaria (according to Gemius estimation approx. 85% of display campaigns are

measured by Gemius at least partially), Croatia (~60%), Czech Republic (~60%), Hungary (~70%), Latvia (~50%), Lithuania

(~70%), Poland (~70%), Romania (~60%), Serbia (~80%) and Slovakia (~85%).

About the report 3



Content

7Source: gemiusDirectEffect/AdOcean 2013.08-2014.01

Share of ad impressions by sectors – Bulgaria

17.26%

10.29%

8.66%

7.65%

5.89%4.2%4.62%

3.98%

3.74%

2.98%

2.68%

2.23%2.16%1.96%1.21%

0.02%

19.96%

Finance, Insurance, Brokerage

Household Equipment, Furniture And Decorations

Trade

Telecommunications

Pharmaceuticals

Beverages and Alcohol

Personal Care and Hygiene

Clothing & Accessories

Automotive

Media, Books, CD & DVD

Leisure Time

Computers and Audio Video

Household Products

Food

Travel, Tourism, Hotels & Restaurants

Real Estate

Other


Share of ad clicks by sectors – Bulgaria

15.87%

14.44%

13.65%

10.77%7.45%

6.23%

6.03%

4.04%

3.08%

2.95%1.96%

1.95%11.82%

1.82%1.78%

0.08%

6.07%



Telecommunications

Automotive

Trade

Food


Pharmaceuticals

Leisure Time






Household Products

Real Estate

Other


Share of campaigns by sectors – Bulgaria

15.14%

12.50%

10.68%

8.39%6.06%

5.86%

5.63%

5.47%

5.32%

3.80%

3.42%

3.38%

2.45%1.63%1.32%

0.35%

8.62%


Telecommunications

Leisure Time

Automotive


Trade

Pharmaceuticals

Food







Household Products

Real Estate

Other


Share of ad impressions by sectors – Croatia

19.98%

17.03%

15.06%7.77%

5.86%

5.71%

5.71%

4.82%

3.52%

3.08%2.44%

2.14%1.80%

1.67%

1,13%

2.28%Automotive



Leisure Time


Food

Trade


Telecommunications



Household Products



Pharmaceuticals

Other


Share of ad clicks by sectors – Croatia

27.02%

14.49%

12.10%6.59%

6.42%

5.98%

4.98%

4.83%

4.17%

3.58%3.34%

2.33%1.64%

1.02%0.19%

1.34%Automotive



Food

Trade

Household Products





Leisure Time


Telecommunications


Pharmaceuticals

Other


Share of campaigns by sectors – Croatia

19.75%

10.87%

8.88%

8.70%8.15%

6.,88%

6.34%

5.98%

5.62%

5.43%2.90%

2.36%1.99%

1.63%1.63%

2.90%Automotive


Food

Trade






Leisure Time


Household Products


Telecommunications

Pharmaceuticals

Other


Share of ad impressions by sectors – Czech Republic

27.06%

16.24%

13.62%

7.23%

7.05%

4.94%

3.07%

2.36%

2.05%1.65%

1.38%1.21%1.15%

0,80%

0,65%

0.61%

8.92%


Trade



Automotive

Telecommunications



Leisure Time

Food


Household Products

Real Estate



Pharmaceuticals

Other


Share of ad clicks by sectors – Czech Republic

18.58%

17.75%

12.17%8.65%

6.45%

6.42%

3.23%

3.23%

2.85%

2.70%

2.59%

2.11%

1.97%

1,65%1,51%

0.55%

7.58%

Finance, Insurance, Brokerage Trade

Automotive Travel, Tourism, Hotels & Restaurants

Personal Care and Hygiene Telecommunications

Beverages and Alcohol Food

Household Products Clothing & Accessories

Leisure Time Household Equipment, Furniture And Decorations

Computers and Audio Video Media, Books, CD & DVD

Pharmaceuticals Real Estate

Other


Share of campaigns by sectors – Czech Republic

17.26%

14.38%

11.08%

6.74%4.91%4.79%

4.37%

4.06%

3.81%

3.38%

2.76%

2.45%

2.20%

1.92%

1.49%

0.82%

13.56%

Trade


Automotive



Telecommunications

Leisure Time

Food




Real Estate


Pharmaceuticals

Household Products


Other


Share of ad impressions by sectors – Hungary

26.58%

21.16%

7.34%7.06%

6.23%

6.,19%

3.73%

3.19%

2.11%1.89%

1.76%1.1,75%

1.58%1.56%

0.98%0.31%

6.61%

Telecommunications


Trade

Automotive

Food

Pharmaceuticals



Household Products




Leisure Time



Real Estate

Other


Share of ad clicks by sectors – Hungary

22.71%

14.50%

9.84%8.90%

6.66%

6.51%

5.45%

3.40%

3.30%

2.97%

2.86%

2.84%1.53%

1.51%

1.34%

0.30%

5.39%

Telecommunications


Trade

Automotive

Food

Pharmaceuticals





Household Products




Leisure Time

Real Estate

Other


Share of campaigns by sectors – Hungary

12.64%

11.07%

8.71%

8.24%

6.62%5.75%

5.66%

4.92%

4.53%

3.44%

2.88%

2.88%

2.75%

2.61%1.70%

0.65%

14.95%


Telecommunications

Food

Automotive

Trade

Pharmaceuticals



Leisure Time






Household Products

Real Estate

Other


Share of ad impressions by sectors – Latvia

18.42%

14.35%

11.38%

9.88%

9.64%

9.59%

4.20%

3.63%

3.58%

3.35%

1.98%1.18%

0.99%

0.87%.0,72%.0,44%

5.80%

Trade

Leisure Time



Pharmaceuticals


Automotive

Telecommunications


Food



Real Estate



Household Products

Other


Share of ad clicks by sectors – Latvia

26.08%

12.35%

11.74%10.02%

9.30%

6.38%

4.73%

3.55%

3.22%2.60%

2.52%2.27%

1.66%

1.32%

0.72%

0.17%

1.36%

Trade Telecommunications

Automotive Finance, Insurance, Brokerage

Leisure Time Travel, Tourism, Hotels & Restaurants

Food Computers and Audio Video

Beverages and Alcohol Personal Care and Hygiene

Media, Books, CD & DVD Pharmaceuticals

Real Estate Household Equipment, Furniture And Decorations

Clothing & Accessories Household Products

Other


Share of campaigns by sectors – Latvia

19.31%

16.44%

15.36%9.63%

6.98%

6.71%

3.95%

3.79%

3.68%

2.97%2.11%

1.57%1.57%

1.51%1.19%.0,38%

2.87%

Leisure Time

Trade

Automotive



Telecommunications

Food




Real Estate



Pharmaceuticals


Household Products

Other

22Source: AdOcean 2013.08-2014.01

Share of ad impressions by sectors – Lithuania

18.12%

14.11%

10.79%

9.18%5.78%

5.30%

5.11%

4.57%

4.19%

4.19%

3.00%

2.21%1.73%

0.97%0.66%0.04%

10.06%

Trade


Leisure Time

Automotive

Pharmaceuticals


Food

Real Estate



Telecommunications





Household Products

Other

23Source: AdOcean 2013.08-2014.01

Share of ad clicks by sectors – Lithuania

18.76%

12.44%

9.16%

7.16%4.80%4.74%

5.40%

3.92%

2.71%

8.42%

4,0.%

4.05%

1.85%1.73%

1.31%0.13

9.33%

Trade


Leisure Time

Automotive

Pharmaceuticals


Food

Real Estate



Telecommunications





Household Products

Other

24Source: AdOcean 2013.08-2014.01

Share of campaigns by sectors – Lithuania

19.38%

13.85%

8.92%

7.55%5.53%4.43%

3.91%

3.86%

3.72%

3.67%

3.38%

2.83%

2.70%2.62%

2.31%0.73%

10.60%

Trade

Leisure Time


Automotive

Food



Telecommunications


Pharmaceuticals

Real Estate





Household Products

Other

25Source: gemiusDirectEffect 2013.08-2014.01

Share of ad impressions by sectors – Poland

19.77%

18.73%

13.10%9.74%

8.00%

6.,09%

4.59%

3.45%

2.12%2.09%

1.78%1.48%

1.22%

1.06%

0.84%

5.94%

Telecommunications

Automotive


Trade

Food



Leisure Time

Pharmaceuticals





Household Products


Other


Share of ad clicks by sectors – Poland

20.75%

12.90%

12.68%

10.42%

7.61%

7.58%

4.80%

4.12%

3.12%

2.92%2.62%

2.12%1.72%

1.36%0.64%.4,64%

Telecommunications

Automotive


Food


Trade

Leisure Time

Pharmaceuticals



Household Products





Other


Share of campaigns by sectors – Poland

13.49%

12.73%

11.70%

10.74%9.02%

8.60%

6.88%

5.02%

3.58%

2.96%2.62%

2.27%1.93%

1.86%1.65%

4.96%Food

Telecommunications



Trade

Automotive

Leisure Time

Pharmaceuticals




Household Products




Other


Share of ad impressions by sectors – Romania

11.74%

7.73%

7.28%

7.11%

5.83%

4.80%4.11%

4.4,01%.2,87%

2.31%2.22%

2.06%1.86%

1.35%1.16%1.07%

32.49%

Automotive



Trade


Pharmaceuticals

Household Products




Food


Leisure Time


Real Estate

Telecommunications

Other


Share of ad clicks by sectors – Romania

15.68%

9.14%

6.71%

5.91%

5.82%

5.82%5.23%4.36%

3.94%

2.76%2.56%

2.56%1.79%1.63%1.53%

0,78%

23.79%


Trade


Pharmaceuticals


Automotive



Food

Telecommunications


Household Products

Leisure Time



Real Estate

Other


Share of campaigns by sectors – Romania

10.75%

9.41%

7.80%

6.29%

5.5,57%

5.27%5.15%4.68%

4.21%4.13%

3.42%

2.05%1.98%

1.56%1.21%

0.35%

26.17%

Automotive




Leisure Time

Household Products


Food


Pharmaceuticals



Telecommunications


Trade

Real Estate

Other


Share of ad impressions by sectors – Serbia

33.32%

10.50%

8.51%8.42%

5.86%

5.84%

5.39%

5.13%

3.93%

2.61%2.14%

1.96%1.66%

1.04%0.36%0.20%

3.12%

Telecommunications


Automotive


Trade


Leisure Time

Food




Real Estate



Household Products

Pharmaceuticals

Other


Share of ad clicks by sectors – Serbia

34.00%

12.32%

8.31%7.62%

6.87%

6.58%

6.11%

3.94%

2.98%1.99%

1.93%1.77%

1.60%

1.35%

0.65%

0.50%

1.48%Telecommunications


Food


Automotive


Trade



Leisure Time

Real Estate




Pharmaceuticals

Household Products

Other


Share of campaigns by sectors – Serbia

25.19%

11.18%

8.69%

7.92%7.27%

7.10%

6.15%

5.14%

3.43%

3.43%

3.37%2.13%

1.77%1.42%

0,65%

0,53%

4.61%Telecommunications


Trade


Food

Automotive

Leisure Time



Real Estate





Household Products

Pharmaceuticals

Other


Share of ad impressions by sectors – Slovakia

23.51%

18.78%

14.13%

7.62%

6.54%

5.90%

4.12%

3.62%

3.50%

1.27%1.10%0.90%

0.50%0.33%0.25%0.21%

7.73%

Telecommunications


Trade

Automotive



Food





Real Estate

Pharmaceuticals


Household Products

Leisure Time

Other


Share of ad clicks by sectors – Slovakia

34.55%

17.92%9.96%

7.25%

7.13%

3.73%

3.61%

3.44%2.48%

1.25%1.23%0.69%

0.60%0.34%0.30%0.20%

5.32%

Telecommunications


Trade


Automotive



Food


Household Products


Pharmaceuticals

Real Estate

Leisure Time



Other


Share of campaigns by sectors – Slovakia

15.57%

13.3%

10.77%

10.52%7.04%

4.19%

3.83%

3.68%

3.52%

2.96%

2.65%

2.25%2.14%

1.89%1.89%

1.84%11.54%


Trade

Telecommunications

Automotive



Food




Pharmaceuticals



Real Estate

Household Products

Leisure Time

Other

About the report 3



Content

38

Methodology (1/2)

➜ The source of data are the gemiusDirectEffect and AdOcean systems, which are the leading online advertisement monitoring

systems in the CEE region.

➜ From the analysis all self-promotion campaigns were removed (these are campaigns with low priority, which are used to show self-

promotion advertisements of publishers as they had been not purchased for commercial 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.

39

Methodology 2/217 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

40

Definitions of concepts

➜ Creative – a graphic, static or dynamic, advertisement placed on websites.

➜ Campaign – a marketing campaign in which specific creatives are displayed.

➜ Ad impression – a single instance of a creative being displayed.

➜ Ad click – a single instance of a creative being clicked.

➜ 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.

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