Most Popular Display Ad Formats in CEE

Gemius prepared a periodic report called gemiusAdMonitor. It presents a ranking of the most popular online ad formats and a wide range of indicators for display campaigns in the Czech Republic, Hungary, Poland, Slovakia.

What can be found in a standard gemiusAdMonitor report?

  • Most often used ad formats
  • Average number of impressions per creative for given ad formats
  • Average number of clicks per creative for given ad formats
  • Average CTR for most often used ad formats
  • Share of campaigns using specific ad formats
  • Share of campaigns by sectors
  • Share of ad impressions by sectors
  • Share of ad clicks by sectors
  • Average CTR for specific sectors
  • Average number of ad impressions per campaign by specific sectors
  • Average number of ad clicks per campaign by specific sectors
  • Most often used ad formats by sectors
  • Real Time Bidding Explained in 30 seconds

    In the first generation of exchange model, advertisers were able to buy impressions in buckets of 1,000 through an auction-based – static bidding system.
    Static bidding means that you are paying a flat or fixed average rate for each of the impressions in that bucket.

    Real Time Bidding is dynamic bidding at the impression level. This means that an ad buyer, through the platform of their choice, can differentially value each individual opportunity to buy an ad impression in real time.

    Here is the slideshare presentation of RTB in 30 seconds. Just hit the Play button and don`t forget to turn on your sound ☺

    Revival in Display Advertising in Europe

    Display advertising is back! That’s according to figures just released by IAB Europe that show a revival in digital Display in 2010. With an average growth rate of 21.1%, Display overtook Search advertising as the fastest growing online ad format in Europe. Video, mobile and social media all contributed to the powerful performance of Display.

    Search, which has been the catalyst of online advertising growth in recent years, increased 15.6% in the same period across the 25 markets measured.

    Online advertising market accelerating at a growth rate of 15.4% in 2010 – outperforming the overall European advertising market which grew 5.0% in the same period. Total online adspend was €17.7bn in 2010, compared to €15.3bn in 2009.

    Central and Eastern Europe markets now represent almost a tenth (9.8%) of the total.

    More information can be found on European Adex Report 2010.

    Display Ads Lift Intent to Recommend a Product


    Display campaigns may not often get credited with the last click before a conversion, but their value as a branding tool continues to grow.

    Users who view a display ad are nearly 24% more apt to recommend a product than those who have not viewed the ad, according to research from Lotame.

    Entertainment products were almost three times as likely to enjoy a bounce from display ads than campaigns for other segments:

    The most successful display efforts included expandable rich media, while flash banners didn’t perform as well, no campaigns in the study only deployed static banners:


    Source: eMarketer

    The Seven Types of Effective Retargeting

    Retargeting is the process of identifying an individual, who has done something you have defined, in order to determine who to target with an ad.

    People at Chango came with great summary of 7 types of effective retargeting:

    Retargeting off-site events – add new customers to your funnel who have not previously engaged with your site:

  • Search – Target individuals based on the searches they conducted on Google, Yahoo! and Bing.
  • Social – Target individuals who consume similar content to your existing customers.
  • Engagement – Target individuals who have interacted with distributed content (a custom Facebook page, an expandable video ad unit or an online game/application).
  • Contextual – Target individuals who have visited a partner site that shares a similar interest / topic to your own site.

    Retargeting on-site events – help retain and convert existing customers that have already visited your site:

  • Site – Target individuals based on the specific products viewed, actions taken or actions not taken (such as abandoning a shopping cart).
  • SEO/SEM – Target individuals based on how they arrived on your site – use the inbound event to better customize messaging.
  • Email – Target individuals who are interacting with your email programs.
  • Source: iMediaConnection

    Display Advertising Strikes Back in Europe


    Display advertising enjoyed growth rates of 20% or more in many markets – both emerging and mature – during 2010. Above average growth rates were experienced in Ireland (31%), Spain (30%) and Russia (27%).

    According to figures just released by IAB Europe that show a revival in digital Display in 2010. With an average growth rate of 21.3%, Display overtook Search advertising as the fastest growing online ad format in Europe.

    Search, which has been the catalyst of online advertising growth in recent years, increased 15.1% in the same period across the 25 markets measured.

    The markets with the highest online adspend in the report are UK, Germany, France, Netherlands, Italy and Spain (in that order). Together they account for 74% of the total online advertising market.

    Central and Eastern Europe (CEE) markets now represent 9.8% of the total.

    Paid Search vs Display Advertising

    eMarketer estimates US advertisers will spend $12.37 billion on paid search, compared with $8.88 billion on online display ads in 2010. Search will still get the most dollars in 2014, at $18.84 billion, but display will have closed the gap somewhat and reach $15.92 billion in spending that year.

    The increase in display advertising will be driven partly by the dramatic rise predicted in online video advertising.

    More information can be found on eMarketer website.

    Banner Ad That is Hard to Ignore

    Solve Media has created an ad unit for the so-called captcha unit, where users have to retype short phrases to show they are not robots. Instead of inputting a random phrase, users will be asked to type in a short ad message, such as “Browse Safe”.

    In a long time, very innovative approach in display advertising. If you want to know more, here is the video explaining all details:

    Solve Media from Solve Media on Vimeo.