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
  • PPC Networks in Central and Eastern Europe

    Dispelling the myth

    Despite the fact that the Central and Eastern Europe is a large and emerging market with regards to PPC Networks, there is still for some reason, a fear of these networks based on people’s bad experience’s in the past. Most of the fears are not really justified. As I am sure most of you are aware fraudulent clicks and such like is not something that can be blamed solely on CEE country’s, it is a wide spread problem within the industry that is slowly being solved.

    In this article we will cover just 9 CEE country’s. Slovakia, Poland, Hungary, Czech Republic, Romania, Bulgaria, Austria, Croatia and Serbia and the networks that cover these country’s.

    The general state of the Pay Per Click networks in these country’s is both good and improving and even though Google of course is the big boy, he is not a big as you think. With the language barriers, it has meant that there was space for others to join the search market.

    In the Czech Republic for example (The most mature PPC market in the region) besides Google you also have Seznam (search and context), and Etarget (context) , Facebook (context). The CZ market has a good growth of 10-15% , whereas it’s neighbor Slovakia has even better estimated growth of 15-20%, this is mainly due to Google, plus the growing impact of Facebook and some good product innovations on the part of Etarget.

    In Slovakia Etarget is without a doubt the biggest player when it comes to PPC (Local context) networks. But of course there are also a number of small players out there doing there part.

    As for Poland, which is the biggest market in the region, it will also look forward to growth in the region of 10-15%. The big players in Poland are Google, Adkontect, Facebook, Business click, and ARBO/smartkontext plus Etarget, which is slowly pushing it’s way into the Polish market. If on the other hand we head south and cross the Danube into Austria, we find a market place with high volume (360 MIL Eur 2010).

    PPC market in Austria is represented by Google (Search and Context), Ligatus (PremiumNet contextual network), Etarget (contextual), and Plista (Contextual PPC).

    The Bulgarian online market continues to grow at a rate of around 20-35% per year and even though the market is relatively consolidated on the side of the publisher, it is not on the side of the advertising. The infrastructure for advertisers is not standard, meaning that agencies tend to spend their money through an aggregator and not directly with the publishers. PPC in Bulgaria is represented by Google, Etarget, Facebook, Easy trader and Httpool, on top of these are also a few up and coming networks.

    On the other hand in Hungary the online advertising market, with it’s overall growth of around of 7-15%, and a 16% share in total advertising spending, used over 100 Mil Eur on online spending in 2010. The local Hungarian PPC market is represented by Google (search), Etarget (context), Facebook (context) and CT Network (as a very minor context network). Estimated PPC market growth is in range 10-15%. Etarget is unquestionably the dominant contextual PPC network on the market.

    Croatian online market is achieving bigger importance in the media and has a good mix of companies. The structure of the market has been become more standard in the past 2-3 years. Total online spending (according to IAB) was EUR 18,1 million in 2010. Growth of the market is expected to be around 15-25% in 2011. Google is the key search player and has a visible context network on the Croatian PPC market, while Etarget is a strong context PPC provider, Facebook is gaining ground and XClaim is the local intext PPC provider.

    As for Serbia, well online advertising is still weak but rapidly growing around 30-40% over the past 4 years. The structure of the market has become a little more standard in terms of infrastructure. In the past 2-3 years major agencies have created digital departments, e-shops have become a standard distribution channel. The local IAB branch was created . The Serbian PPC market consists of Google ( search and partially context), Etarget (key context PPC player), Facebook (contextual PPC player), and Httpool (PPC and display player).

    Romania’s online market has been subject to frequent changes on the media side (changing ownership, changing networks). But this will eventually lead to a more transparent structure which will be good for everyone in the long run. It is still a fast growing market, up in the 25-35% range regarding yearly online spending growth. The importance of standard media agencies is not so strong here as it is in other markets. The Romanian PPC market is populated by Google (key search player and partially context), Etarget (context PPC player), Facebook (growing contextual PPC player), Arbocontext (intextPPC) and few small single publisher solutions such as Neogen, Beyond interactive andTraficdublu.

    As you can see the state of the PPC market in CEE is alive and well and doing very nicely. This is still a growing market and with at least 35 mil English speaking people buying online, it is without a doubt the potential market place for advertisers in the next couple of years. It is an ideal market for western EU e-shop’s to be displaying there goods.

    Online Ad Spending in CEE

    Marta Klepka, International Marketing Director from Gemius, shared her presentation from webit conference, which was held in Sofia:
    Do You CEE? The internet and online advertising market in Central and Eastern Europe.

    As you can see on the first screenshot, Russia is the clear leader in online ad spending, followed by Poland and the Czech republic. I was surprised to see Turkey on the fourth place as they have almost 25 million internet users, which is double of the total Czech population!

    If we take into consideration online ad spends per internet user in CEE, Czech republic is clear leader. Hungary, Slovenia, Poland and Slovakia are far behind the Czech market.

    You can download full presentation on the Gemius website.

    Six Most Transformative Trends in Online Marketing

    Anthony Ha, Adweek tech reporter, wrote article about six most transformative trends in online marketing, which are:

  • The death of the click through
  • The merging of mobile and desktop
  • The persistence of supercookies
  • The beginnings of ad-tech consolidation
  • The rise of HTML5
  • The value of specialized content

  • I recommend to read the whole AdWeek article.

    What is the Share of Eastern Europe on World Online Ad Speding?

    Eastern Europe, according to eMarketer, accounts for 2.7% of world online ad spending in 2010.

    North America will continue to draw the greatest share of online advertising spending of any region, with over 40% of the worldwide total. Western Europe’s share of online spending will decline as emerging markets in Asia-Pacific, Latin America and Eastern Europe up spending.

    Source: eMarketer

    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.

    3MS – Making Measurement Make Sense

    “3MS” short for “Making Measurement Make Sense” is a project of the IAB, ANA and 4A’s, along with a an impressive list of backers, including Google, AT&T, Coca-Cola, CBS, Group M, ESPN, Omnicom, Microsoft, Starcom MediaVest Group, New York Times and others.

    Goal of 3MS project is to create new standards for how digital advertising is measured, bought, sold and easily comparable to other media.

    Few changes to be tested:

  • Redefining an online ad impression from any ad served to a screen to counting only impressions where at least half the ad is visible for at least a second.
  • Developing a third-party online audience-measurement system that can be used as a currency in media deals, akin to what TV, radio and print long have had.
  • Defining a common set of online display and video ad formats to give buyers a better idea of they types of inventory that exist and what value they should command.

  • Source: Advertising Age

    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