Most popular display ads
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1 Most popular display ads gemiusadmonitor report, Q3 - Q
2 Content About the report 3 Results for CEE countries 6 Most popular ad format types 12 Most popular ad formats 26 Methodology and definitions 54 2
3 Content About the report 3 Results for CEE countries 6 Most popular ad format types 12 Most popular ad formats 26 Methodology and definitions 54 3
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. This wave of gemiusadmonitor presents a ranking of the most popular forms of online advertising and click-through rate for them. What can be found in this report? Average CTR and CTR by country Average CTR by country and advertising type CTR by country and advertising type Campaign share by country and advertising type Impression share by country and advertising type Most popular ad format types by country Average CTR and CTR for most popular ad format types Top 5 most popular ad formats Average CTR and CTR for top 5 most popular ad formats 4
5 Analyzed countries Bulgaria Croatia Czech Rep. Estonia Hungary Latvia Lithuania Poland Romania Serbia Slovakia Slovenia 5
6 Content About the report 3 Results for CEE countries 6 Most popular ad format types 12 Most popular ad formats 26 Methodology and definitions 54 6
7 Average CTR and CTR by country 0,80% 0,70% 0.68% 0,60% 0,50% 0,40% 0,30% 0,20% 0,10% 0.49% 0.35% 0.21% 0.20% 0.28% 0.23% 0.42% 0.33% 0.33% 0.33% 0.16% 0.10% 0.09% 0.09% 0.40% 0.30% 0.31% 0.16% 0.14% 0.38% 0.38% 0.49% 0.25% 0,00% Bulgaria Croatia Czech Republic Estonia Hungary Latvia Lithuania Poland Romania Serbia Slovakia Slovenia Average CTR CTR 7
8 Average CTR by country and advertising type* 2,00% 1,80% 1.74% 1,60% 1,40% 1,20% 1.29% 1.15% 1.37% 1.33% 1.18% 1.08% 1,00% 0,80% 0.86% 0,60% 0,40% 0,20% 0.29% 0.52% 0.39% 0.39% 0.30% 0.22% 0.22% 0.23% 0.21% 0.27% 0.30% 0.26% 0.13% 0.38% 0.23% 0.20% 0,00% Bulgaria Croatia Czech Republic Estonia Hungary Latvia Lithuania Poland Romania Serbia Slovakia Slovenia Regular Banners Rich Media (*) advertising types are defined in the methodology and definitions section of the report 8
9 CTR by country and advertising type* 1,40% 1,20% 1,00% 0,80% 0.83% 1.04% 1.18% 0,60% 0,40% 0,20% 0,00% 0.11% 0.11% 0.48% 0.16% 0.33% Bulgaria Croatia Czech Republic 0.41% 0.11%.0,11% 0.10% 0.37% 0.06% 0.08% 0.51% 0.13% 0.46% 0.19% 0.09% 0.30% 0.15% 0.10% 0.47% Estonia Hungary Latvia Lithuania Poland Romania Serbia Slovakia Slovenia Regular Banners Rich Media (*) advertising types are defined in the methodology and definitions section of the report 9
10 Campaign share by country and advertising type* 120,00% 100,00% 80,00% 89% 82% 84% 96% 87% 92% 92% 84% 92% 87% 82% 97% 60,00% 40,00% 20,00% 36% 42% 42% 10% 34% 12% 22% 41% 25% 21% 27% 10% 0,00% Bulgaria Croatia Czech Republic Estonia Hungary Latvia Lithuania Poland Romania Serbia Slovakia Slovenia Regular Banners Rich Media (*) advertising types are defined in the methodology and definitions section of the report 10
11 Impression share by country and advertising type* 100,00% 90,00% 80,00% 70,00% 84% 80% 71% 95% 84% 97% 96% 87% 89% 83% 95% 60,00% 50,00% 40,00% 30,00% 20,00% 10,00% 0,00% 16% 20% 29% Bulgaria Croatia Czech Republic 51% 49% 16% 17% 13% 11% 5% 3% 4% 5% Estonia Hungary Latvia Lithuania Poland Romania Serbia Slovakia Slovenia Regular Banners Rich Media (*) advertising types are defined in the methodology and definitions section of the report 11
12 Content About the report 3 Results for CEE countries 6 Most popular ad format types 12 Most popular ad formats 26 Methodology and definitions 54 12
13 21.12% 8.52% 8.21% 0.88% 7.03% 5.65% 1.99% 0.35% 1.57% 0.18% 0.47% 0.02% 2.54% 0.73% 88.50% 83.68% Most popular ad format types Bulgaria 100% 90% 80% 70% 60% 50% 6,00% 5,00% 4,00% 3,00% 40% 30% 20% 10% 2,00% 1,00% 0% Regular Banners Wallpaper Video Article Expand Preroll Videostitial Other Rich Media 0,00% Campaign share Impression share Average CTR CTR 13
14 15.31% 5.95% 1.35% 4.34% 1.97% 3.73% 1.12% 32.49% 81.63% 80.26% Most popular ad format types Croatia 100% 90% 80% 70% 60% 50% 2,00% 1,80% 1,60% 1,40% 1,20% 1,00% 40% 30% 20% 0,80% 0,60% 0,40% 10% 0,20% 0% Regular Banners Wallpaper Video Expand Other Rich Media 0,00% Campaign share Impression share Average CTR CTR 14
15 18.07% 7.66% 12.29% 8.13% 11.52% 6.69% 7.58% 0.92% 2.05% 0.14% 0.94% 0.20% 0.73% 5.73% 84.16% 70.52% Most popular ad format types Czech Republic 100% 90% 80% 70% 60% 50% 5,00% 4,50% 4,00% 3,50% 3,00% 2,50% 40% 2,00% 30% 20% 1,50% 1,00% 10% 0,50% 0% Regular Banners Video Wallpaper Article Wideboard Preroll Interstitial Other Rich Media 0,00% Campaign share Impression share Average CTR CTR 15
16 3.90% 1.09% 2.77% 2.95% 2.75% 0.45% 2.09% 0.21% 0.14% 0.02% 96.25% 95.27% Most popular ad format types Estonia 100% 1,80% 90% 1,60% 80% 1,40% 70% 60% 50% 40% 30% 1,20% 1,00% 0,80% 0,60% 20% 0,40% 10% 0,20% 0% Regular Banners Video Expand Artykuł Article Preroll Other Rich Media 0,00% Campaign share Impression share Average CTR CTR 16
17 9.62% 9.42% 7.89% 0.69% 6.56% 0.29% 6.46% 0.96% 4.16% 0.94% 3.36% 0.23% 1.36% 0.09% 1.20% 1.68% 0.80% 0.10% 1.73% 1.99% 86.72% 83.60% Most popular ad format types Hungary 100% 90% 80% 70% 60% 50% 4,00% 3,50% 3,00% 2,50% 2,00% 40% 30% 20% 10% 1,50% 1,00% 0,50% 0% Regular Banners Sponsored Link Wallpaper Preroll Article Video Interstitial Toplayer xhtml Expand Other Rich Media 0,00% Campaign share Impression share Average CTR CTR 17
18 4.08% 0.84% 3.31% 0.34% 1.92% 0.23% 1.51% 0.08% 0.98% 1.37% 0.94% 0.18% 0.45% 0.03% 0.61% 0.02% 92.32% 96.90% Most popular ad format types Latvia 100% 90% 80% 70% 60% 8,00% 7,00% 6,00% 5,00% 50% 4,00% 40% 30% 20% 10% 3,00% 2,00% 1,00% 0% Regular Banners Sponsored Link Video Expand Toplayer Article Wallpaper Interstitial Other Rich Media 0,00% Campaign share Impression share Average CTR CTR 18
19 7.77% 1.30% 6.41% 2.02% 4.72% 0.17% 3.34% 0.08% 1.36% 0.11% 0.78% 0.15% 0.07% 0.00% 92.27% 96.17% Most popular ad format types Lithuania 100% 90% 80% 70% 60% 50% 4,00% 3,50% 3,00% 2,50% 2,00% 40% 30% 20% 10% 1,50% 1,00% 0,50% 0% Regular Banners Wallpaper Article Video Preroll Brandmark Expand Other Rich Media 0,00% Campaign share Impression share Average CTR CTR 19
20 26.93% 5.09% 21.61% 24.29% 17.17% 8.63% 15.74% 1.90% 11.96% 2.70% 6.64% 2.15% 3.68% 0.89% 3.02% 0.29% 2.41% 0.31% 0.77% 0.07% 11.90% 5.05% 41.42% 48.62% Most popular ad format types Poland 100% 90% 80% 70% 60% 50% 40% 30% 20% 4,50% 4,00% 3,50% 3,00% 2,50% 2,00% 1,50% 1,00% 10% 0,50% 0% 0,00% Campaign share Impression share Average CTR CTR 20
21 16.00% 6.82% 4.79% 3.06% 1.68% 0.35% 1.67% 0.49% 1.00% 0.37% 0.51% 0.19% 0.18% 0.18% 0.57% 1.29% 91.76% 87.25% Most popular ad format types Romania 100% 90% 80% 70% 60% 50% 3,00% 2,50% 2,00% 1,50% 40% 30% 20% 10% 1,00% 0,50% 0% Regular Banners Interstitial Video Preroll Expand Article Toplayer Brandmark Other Rich Media 0,00% Campaign share Impression share Average CTR CTR 21
22 11.88% 6.82% 4.54% 1.78% 2.93% 1.57% 1.04% 0.35% 0.35% 0.01% 0.55% 0.17% 86.68% 89.30% Most popular ad format types Serbia 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 7,00% 6,00% 5,00% 4,00% 3,00% 2,00% 1,00% 0% Regular Banners Wallpaper Video Expand Toplayer Preroll Other Rich Media 0,00% Campaign share Impression share Average CTR CTR 22
23 15.68% 8.75% 5.94% 1.97% 3.46% 0.60% 3.33% 0.04% 1.05% 0.20% 2.68% 5.45% 82.10% 82.99% Most popular ad format types Slovakia 100% 90% 80% 70% 60% 50% 4,00% 3,50% 3,00% 2,50% 2,00% 40% 30% 20% 10% 1,50% 1,00% 0,50% 0% Regular Banners Video Preroll Expand Article Interstitial Other Rich Media 0,00% Campaign share Impression share Average CTR CTR 23
24 2.69% 1.63% 2.44% 0.45% 5.86% 3.34% 97.07% 94.58% Most popular ad format types Slovenia 100% 2,50% 90% 80% 2,00% 70% 60% 1,50% 50% 40% 1,00% 30% 20% 0,50% 10% 0% Regular Banners Video Toplayer Other Rich Media 0,00% Campaign share Impression share Average CTR CTR 24
25 Content About the report 3 Results for CEE countries 6 Most popular ad format types 12 Most popular ad formats 26 Methodology and definitions 54 25
26 Top 5 most popular ad formats campaign/impression share Bulgaria 300x250 38% 66% 728x90 18% 30% 300x600 5% 15% 960x200 1% 7% 980x200 2% 5% 0% 10% 20% 30% 40% 50% 60% 70% Campaign share Impression share 26
27 Top 5 most popular ad formats campaign/impression share Croatia 970x250 14% 43% 300x600 29% 39% 300x250 26% 38% 728x90 8% 11% 300x100 1% 3% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Campaign share Impression share 27
28 Top 5 most popular ad formats campaign/impression share Czech Republic 300x600 20% 23% 300x300 7% 21% 160x600 8% 17% 970x100 6% 16% 998x200 5% 14% 0% 5% 10% 15% 20% 25% Campaign share Impression share 28
29 Top 5 most popular ad formats campaign/impression share Estonia 250x400 12% 13% 995x150 5% 13% 995x200 3% 8% 300x300 1% 8% 1235x600 2% 8% 0% 2% 4% 6% 8% 10% 12% 14% Campaign share Impression share 29
30 Top 5 most popular ad formats campaign/impression share Hungary 300x250 35% 45% 728x90 18% 38% 468x120 8% 27% 640x360 6% 23% 970x250 4% 20% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Campaign share Impression share 30
31 Top 5 most popular ad formats campaign/impression share Latvia 250x250 20% 24% 995x100 5% 17% 250x400 12% 16% 980x150 1% 5% 740x300 1% 4% 0% 5% 10% 15% 20% 25% 30% Campaign share Impression share 31
32 Top 5 most popular ad formats campaign/impression share Lithuania 300x600 5% 21% 250x500 5% 13% 995x180 3% 12% 300x250 9% 18% 250x350 7% 8% 0% 5% 10% 15% 20% 25% Campaign share Impression share 32
33 Top 5 most popular ad formats campaign/impression share Poland 750x200 19% 54% 300x250 7% 34% 750x300 7% 26% 300x600 6% 20% 160x600 3% 18% 0% 10% 20% 30% 40% 50% 60% Campaign share Impression share 33
34 Top 5 most popular ad formats campaign/impression share Romania 300x250 30% 56% 728x90 22% 49% 160x600 9% 25% 300x600 5% 13% 970x250 3% 7% 0% 10% 20% 30% 40% 50% 60% Campaign share Impression share 34
35 Top 5 most popular ad formats campaign/impression share Serbia 300x250 42% 65% 728x90 20% 25% 300x600 3% 7% 970x250 1% 4% 990x100 3% 2% 0% 10% 20% 30% 40% 50% 60% 70% Campaign share Impression share 35
36 Top 5 most popular ad formats campaign/impression share Slovakia 300x300 55% 70% 300x600 11% 14% 990x200 3% 5% 940x100 1% 4% 600x200 1% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% Campaign share Impression share 36
37 Top 5 most popular ad formats campaign/impression share Slovenia 300x250 49% 74% 728x90 11% 23% 300x600 4% 19% 1000x150 3% 9% 970x250 1% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% Campaign share Impression share 37
38 Top 5 most popular ad formats campaign/impression share Ukraine 300x250 66% 30% 240x400 29% 31% 0% 10% 20% 30% 40% 50% 60% 70% Campaign share Impression share 38
39 Top 5 most popular ad formats average CTR/CTR Bulgaria 300x % 0.23% 728x % 0.21% 300x % 0.25% 960x % 0.37% 980x % 0.25% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40% Average CTR CTR 39
40 Top 5 most popular ad formats average CTR/CTR Croatia 970x % 0.40% 300x % 0.17% 300x % 0.16% 728x % 0.06% 300x % 0.10% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40% 0,45% Average CTR CTR 40
41 Top 5 most popular ad formats average CTR/CTR Czech Republic 300x % 0.19% 300x % 0.22% 160x % 0.10% 970x % 0.17% 998x % 0.47% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40% 0,45% 0,50% Average CTR CTR 41
42 Top 5 most popular ad formats average CTR/CTR Estonia 250x % 0.14% 995x % 0.17% 995x % 0.21% 300x % 0.52% 1235x % 1.26% 0,00% 0,20% 0,40% 0,60% 0,80% 1,00% 1,20% 1,40% Average CTR CTR 42
43 Top 5 most popular ad formats average CTR/CTR Hungary 300x % 0.14% 728x % 0.15% 468x % 0.09% 640x % 0.18% 970x % 0.29% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% Average CTR CTR 43
44 Top 5 most popular ad formats average CTR/CTR Latvia 250x % 0.07% 995x % 0.19% 250x % 0.09% 980x % 0.12% 740x % 0.13% 0,00% 0,02% 0,04% 0,06% 0,08% 0,10% 0,12% 0,14% 0,16% 0,18% 0,20% Average CTR CTR 44
45 Top 5 most popular ad formats average CTR/CTR Lithuania 300x % 0.25% 250x % 0.13% 995x % 0.26% 300x % 0.20% 250x % 0.05% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% Average CTR CTR 45
46 Top 5 most popular ad formats average CTR/CTR Poland 750x % 0.24% 300x % 0.25% 750x % 0.32% 300x % 0.24% 160x % 0.17% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% Average CTR CTR 46
47 Top 5 most popular ad formats average CTR/CTR Romania 300x % 0.17% 728x % 0.20% 160x % 0.14% 300x % 0.27% 970x % 0.41% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40% 0,45% Average CTR CTR 47
48 Top 5 most popular ad formats average CTR/CTR Serbia 300x % 0.10% 728x % 0.09% 300x % 0.17% 970x % 0.25% 990x % 0.13% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% Average CTR CTR 48
49 Top 5 most popular ad formats average CTR/CTR Slovakia 300x % 0.21% 300x % 0.22% 990x % 0.27% 940x % 0.41% 600x % 0.25% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40% 0,45% Average CTR CTR 49
50 Top 5 most popular ad formats average CTR/CTR Slovenia 300x % 0.10% 728x % 0.16% 300x % 0.28% 1000x % 0.17% 970x % 0.39% 0,00% 0,05% 0,10% 0,15% 0,20% 0,25% 0,30% 0,35% 0,40% 0,45% Average CTR CTR 50
51 Content About the report 3 Results for CEE countries 6 Most popular ad format types 12 Most popular ad formats 26 Methodology and definitions 54 51
52 Methodology The source of data are the gemiusdirecteffect and AdOcean ad servers, which are the leading online advertisement monitoring systems in the CEE region. Formats typical for ing were excluded from the research. Campaigns that had fewer than 1000 impressions in the analyzed period were excluded from the research. The presented data on ad impressions and ad clicks are cookie events. 52
53 Definitions of concepts Creative a graphic, static or dynamic, advertisement placed on websites. Ad format the size of a creative expressed in pixels (e.g. 300x300). Ad format type the type of a creative expressed in letters or pixels (e.g.,300x300, Preroll, 250x250, Wallpaper). Advertising type all creatives categorized by type (regular banners, rich media, unrecognized formats). Unrecognized formats an advertising type consisting of creatives which format and type was not recognized. Regular Banners advertising type consisting of ad formats (creatives expressed in pixels). Rich Media an advertising type consisting of any format type using interactions (without in-screen, 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. Campaign a marketing campaign in which specific creatives are displayed. 53
54 Definitions of concepts Most often used ad format types most popular format types used by at least 5 campaigns determined by the campaign share for that format. Ad impression a single instance of a creative being displayed. Ad click a single instance of a creative being clicked. Average CTR (Click Through Ratio) average of quotients (cookie clicks / cookie impressions) for each creativeplacement pair of the given ad format. CTR (Click Through Ratio) cookie clicks / cookie impressions for the given ad format. Campaign share share of campaigns using specific ad formats, the percentage of campaigns that use a given creative format in the total number of campaigns. Impression share share of impressions when using specific ad formats, the percentage of impressions that use a given creative format in the total number of impressions. 54
55 What is more... a wide range of market level benchmarks If you would like to learn more about the advertising market, please contact your local Gemius representative! We provide information around the following topics: 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. 55
56 Contact us! Gemius SA Postępu 18B Street Warsaw
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