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2011-12-14
Gemius AdMonitor results for the first half of 2011 published
According to the Gemius's CEE online advertising market study for the first half of 2011, the average CTR results in particular countries vary significantly. Among the studied markets, it is Slovakia that had the highest CTR. Furthermore, as the analysis of the results shows, in Hungary, the size of ads does not seem to have any influence on their CTR results. The recently published gemiusAdMonitor report offers this and much more data on the advertising landscape of the Czech, Hungarian, Slovakian and Polish markets.
An analysis of the online campaigns conducted in the first half of 2011 in the above-mentioned Central and Eastern Europe countries, based on the results of gemiusDirectEffect study, shows the primacy of the Slovakian market in the average CTR results ranking. It is there that this indicator is over two times higher than in Hungary and almost twice the result noted for the Czech Republic.
As Tamás Ács, Product Manager for the gemiusDirectEfect study at Gemius explains these variations in the region: This situation may stem from the fact of the high popularity of click-based campaigns in Hungary and the Czech Republic, where we have observed the lowest outcomes of the average CTR. There, even the less attractive or worse performing creatives are bought in the pay-per-click model. Consequently, the number of impressions is increasing with a simultaneous decrease in the number of clicks.
An interesting situation may be noted when analyzing the relation between the CTR result and the size of a creative. Comparing ad formats gaining the top average CTR results with the most popular ones, it can be clearly seen that these two rankings do not coincide with each other. The most clickable ads do not necessarily have to be the most popular ones. The ones used most often seem to be simpler, smaller, and consequently less clickable than the bigger and more aggressive formats. Naturally, this does not mean that they are less effective. The simplicity of their form may be supplemented with a sophisticated creative idea or eye-catching design.
Still, it is interesting to take a glimpse at the size – CTR relation. Here, in most of the studied countries (e.g. Poland) a linear growth of the CTR value with the increase of ad area may be observed.
However, according to the AdMonitor results, Hungary is an exception to this rule. On this market the size seems irrelevant, as far as its relation to CTR is concerned. This may be a result of the long-lasting situation on the Hungarian market consisting in the fact that the more intrusive and large-format ads have never attained an overwhelming popularity. This factor may also be the reason for the fact that, as other Gemius research studies show, Hungarian internet users are more tolerant to online advertisements than users from other CEE markets.
As for the sectors with the highest number of ad impressions it is “Finance, insurance and brokerage”, “Telecommunications” and “Automotive” (in Poland “Media, Books, CD&DVDs”) which are the on the lead in the analyzed countries. Still, the above-mentioned rankings do not match the one based on the average CTR by sector results. In these classifications, it is such FMCG sectors as “Food”, “Household Equipment, Furniture and Decorations”, “Media, Books, CD&DVD”, and or “Clothing and Accessories” that attract most user clicks. This may stem from more inventive campaign ideas employed for selling everyday products.
For more information on the most popular ad formats and many more, check the presentation of the gemiusAdMonitor research service.
gemiusAdMonitor reports are available on a quarterly basis in the Czech Republic, Hungary, Poland, Romania and Slovakia. If you wish to purchase the publication from any country, please contact: gemiusDirectEffect Product Manager, Tamas Acs.
Download the complete version of the press release in the Word format
Contact:
Tamas Acs, gemiusDirectEffect Product Manager tamas.acs@gemius.com
Press contact:
Marta Klepka, International Marketing Director, marta.klepka@gemius.com