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The most popular and effective display ads

Bulgaria Croatia Czech Rep. Hungary Latvia Ukraine. Lithuania Poland Romania Serbia Slovakia Slovenia. The most popular and effective display ads. H2 2012. Content. About the report.

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The most popular and effective display ads

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  1. Bulgaria • Croatia • Czech Rep. • Hungary • Latvia • Ukraine • Lithuania • Poland • Romania • Serbia • Slovakia • Slovenia The most popular and effective display ads H2 2012

  2. Content

  3. About the report • gemiusAdMonitoris a periodic report prepared by Gemius. The source of data is the gemiusDirectEffect/AdOcean research, which is the leading online advertisement monitoring system in the CEE region. gemiusAdMonitorpresents a ranking of most popular online ad formats and a wide range of indicators for display campaigns. The report also describes the advertising activity within chosen sectors of online market such as: finance, telecommunication and other. • What can be found in this report? • Average CTR and CTR by country • Average CTR by country and format type • Average CTR by country – trend • Share of campaigns using specific ad format types • Top 5 most popular ad formats – Share of campaigns • Top 5 most popular ad formats – Average CTR, CTR • Desktop/mobile share of ad impressions by quarters • Share of ad impressions by sectors • Average CTR, CTR by sectors

  4. How rich media identification changed and why mobile statsappeared? Rich Media classification changed compared to the previous waves of the research. Now, the classification is also based on interactions. previous method: Rich Media - any of the following ad format types: Preroll, Brandmark, Expand, Pop-up/Pop-under, Scroll Toplayer, Toplayer, Interstitial, Wideboard, Video, Wallpaper, xHtml, Sponsored Link, Article, Videostitial. 2012.H2 method: Rich Media - an advertising type consisting of any format type using interactions (without inscreen, dwell and end) or consisting of any of the following ad format types: Preroll, Brandmark, Expand, Pop-up/Pop-under, Scroll Toplayer, Toplayer, Interstitial, Wideboard, Video, Wallpaper, xHtml, Sponsored Link, Article, Videostitial. Why mobile stats appeared: mobile becomes the strategic part of most of the advertising campaigns with dedicated creative formats and landing pages therefore it is important to evaluate how big is the share of the audience watching the advertisement via mobile browsers.

  5. Analysedcountries New countriesjoined

  6. Average CTR and CTR – howit’scalculated? gemiusAdMonitor H2 2012 report features CTR (click-through-rate) as the indicator of effectiveness as it is a metric which is commonly available for most online advertising campaigns and one of the most comparable. Still, a complete analysis of an advertising campaign effectiveness requires measuring by more than one metric and this is why Gemius also provides its clients with several additional tools to do so. Average CTR This method is consistent with the previous waves of the research. Average CTR is an average of cookie clicks / cookie impressions quotients which is calculated per each creative-placement pair. This way each creative-placement pair is treated equally no matter how many impressions were noted. CTR This method treats each creative-placement pair based on it’s size in terms of the number of impressions. The method is taking a quotient of the total number of cookie clicks / total number of cookie impressions of the given node, whether it is a market sector or a format type. This way campaigns with less impressions have less impact on the resulting CTR making larger campaigns more influential. In effect the more impressions on the given creative-placement pair, the more influence it will have on the resulting CTR.

  7. Content

  8. Average CTR and CTR by country Source: gemiusDirectEffect/AdOcean 2012 H2

  9. Average CTR by country and format type* (*) format types are defined in the methodology and definitions section of the report Source: gemiusDirectEffect/AdOcean 2012 H2

  10. Average CTR by country - trend Source: gemiusDirectEffect/AdOcean 2012 H2

  11. Share of campaigns using specific ad format types*– Bulgaria (*) format types are defined in the methodology and definitions section of the report Source: gemiusDirectEffect/AdOcean 2012 H2

  12. Share of campaigns using specific ad format types* –Croatia (*) format types are defined in the methodology and definitions section of the report Source: gemiusDirectEffect/AdOcean 2012 H2

  13. Share of campaigns using specific ad format types* –Czech Republic (*) format types are defined in the methodology and definitions section of the report Source: gemiusDirectEffect/AdOcean 2012 H2

  14. Share of campaigns using specific ad format types* –Hungary (*) format types are defined in the methodology and definitions section of the report Source: gemiusDirectEffect/AdOcean 2012 H2

  15. Share of campaigns using specific ad format types* –Latvia (*) format types are defined in the methodology and definitions section of the report Source: gemiusDirectEffect/AdOcean 2012 H2

  16. Share of campaigns using specific ad format types* –Lithuania (*) format types are defined in the methodology and definitions section of the report Source: gemiusDirectEffect/AdOcean 2012 H2

  17. Share of campaigns using specific ad format types* –Poland (*) format types are defined in the methodology and definitions section of the report Source: gemiusDirectEffect/AdOcean 2012 H2

  18. Share of campaigns using specific ad format types* –Romania (*) format types are defined in the methodology and definitions section of the report Source: gemiusDirectEffect/AdOcean 2012 H2

  19. Share of campaigns using specific ad format types* –Serbia (*) format types are defined in the methodology and definitions section of the report Source: gemiusDirectEffect/AdOcean 2012 H2

  20. Share of campaigns using specific ad format types* –Slovakia (*) format types are defined in the methodology and definitions section of the report Source: gemiusDirectEffect/AdOcean 2012 H2

  21. Share of campaigns using specific ad format types* –Slovenia (*) format types are defined in the methodology and definitions section of the report Source: gemiusDirectEffect/AdOcean 2012 H2

  22. Share of campaigns using specific ad format types* –Ukraine (*) format types are defined in the methodology and definitions section of the report Source: gemiusDirectEffect/AdOcean 2012 H2

  23. Top 5 most popular ad formats – Share of campaigns (1/6) Source: gemiusDirectEffect/AdOcean 2012 H2

  24. Top 5 most popular ad formats – Share of campaigns (2/6) Source: gemiusDirectEffect/AdOcean 2012 H2

  25. Top 5 most popular ad formats – Share of campaigns (3/6) Source: gemiusDirectEffect/AdOcean 2012 H2

  26. Top 5 most popular ad formats – Share of campaigns (4/6) Source: gemiusDirectEffect/AdOcean 2012 H2

  27. Top 5 most popular ad formats – Share of campaigns (5/6) Source: gemiusDirectEffect/AdOcean 2012 H2

  28. Top 5 most popular ad formats – Share of campaigns (6/6) Source: gemiusDirectEffect/AdOcean 2012 H2

  29. Top 5 most popular ad formats – Average CTR, CTR (1/6) Source: gemiusDirectEffect/AdOcean 2012 H2

  30. Top 5 most popular ad formats – Average CTR, CTR (2/6) Source: gemiusDirectEffect/AdOcean 2012 H2

  31. Top 5 most popular ad formats – Average CTR, CTR (3/6) Source: gemiusDirectEffect/AdOcean 2012 H2

  32. Top 5 most popular ad formats – Average CTR, CTR (4/6) Source: gemiusDirectEffect/AdOcean 2012 H2

  33. Top 5 most popular ad formats – Average CTR, CTR (5/6) Source: gemiusDirectEffect/AdOcean 2012 H2

  34. Top 5 most popular ad formats – Average CTR, CTR (6/6) Source: gemiusDirectEffect/AdOcean 2012 H2

  35. Desktop/mobile share of ad impressions by quarters – Bulgaria Source: gemiusDirectEffect 2012

  36. Desktop/mobile share of ad impressions by quarters – Croatia Source: gemiusDirectEffect 2012

  37. Desktop/mobile share of ad impressions by quarters – Czech Republic Source: gemiusDirectEffect 2012

  38. Desktop/mobile share of ad impressions by quarters – Hungary Source: gemiusDirectEffect 2012

  39. Desktop/mobile share of ad impressions by quarters – Latvia Source: gemiusDirectEffect 2012

  40. Desktop/mobile share of ad impressions by quarters – Lithuania Source: gemiusDirectEffect 2012

  41. Desktop/mobile share of ad impressions by quarters – Poland Source: gemiusDirectEffect 2012

  42. Desktop/mobile share of ad impressions by quarters – Romania Source: gemiusDirectEffect 2012

  43. Desktop/mobile share of ad impressions by quarters – Serbia Source: gemiusDirectEffect 2012

  44. Desktop/mobile share of ad impressions by quarters – Slovakia Source: gemiusDirectEffect 2012

  45. Desktop/mobile share of ad impressions by quarters – Slovenia Source: gemiusDirectEffect 2012

  46. Desktop/mobile share of ad impressions by quarters – Ukraine Source: gemiusDirectEffect 2012

  47. Share of ad impressions by sectors – Bulgaria Source: gemiusDirectEffect/AdOcean 2012 H2

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