2. gemiusAdMonitor report Warsaw, April 2013 The most popular and effective display ads H2 2012 Bulgaria Croatia Czech Rep. Hungary Latvia Ukraine Lithuania Poland Romania Serbia Slovakia Slovenia

3. Content About the report 3 Most popular advertising forms 8 Mobile trends 36 Chosen market sectors 49 Methodology and definitions 74

4. About the report 3 Most popular advertising forms 5 Mobile trends 33 Chosen market sectors 46 Methodology and definitions 71

5. 4 gemiusAdMonitor // gemiusAdMonitor, 2012.07.01 – 2012.12.31 About the report gemiusAdMonitor is 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. gemiusAdMonitor presents 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

6. 5 gemiusAdMonitor // gemiusAdMonitor, 2012.07.01 – 2012.12.31 How rich media identification changed and why mobile stats appeared? 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.

7. 6 gemiusAdMonitor // gemiusAdMonitor, 2012.07.01 – 2012.12.31 Analysed countries BulgariaCroatiaCzech Rep. HungaryLatvia Lithuania Poland RomaniaSerbiaSlovakia SloveniaUkraine New countries joined

8. 7 gemiusAdMonitor // gemiusAdMonitor, 2012.07.01 – 2012.12.31 Average CTR and CTR – how it’s calculated? 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.

9. Content About the report 3 Most popular advertising forms 8 Mobile trends 36 Chosen market sectors 49 Methodology and definitions 74

10. 9 gemiusAdMonitor // Average CTR and CTR by country Source: gemiusDirectEffect/AdOcean 2012 H2

11. 10 gemiusAdMonitor // Average CTR by country and format type* Source: gemiusDirectEffect/AdOcean 2012 H2 (*) format types are defined in the methodology and definitions section of the report

12. 11 gemiusAdMonitor // Average CTR by country - trend Source: gemiusDirectEffect/AdOcean 2012 H2

13. 12 gemiusAdMonitor // Share of campaigns using specific ad format types* – Bulgaria Source: gemiusDirectEffect/AdOcean 2012 H2 (*) format types are defined in the methodology and definitions section of the report

14. 13 gemiusAdMonitor // Share of campaigns using specific ad format types* – Croatia Source: gemiusDirectEffect/AdOcean 2012 H2 (*) format types are defined in the methodology and definitions section of the report

15. 14 gemiusAdMonitor // Share of campaigns using specific ad format types* – Czech Republic Source: gemiusDirectEffect/AdOcean 2012 H2 (*) format types are defined in the methodology and definitions section of the report

16. 15 gemiusAdMonitor // Share of campaigns using specific ad format types* – Hungary Source: gemiusDirectEffect/AdOcean 2012 H2 (*) format types are defined in the methodology and definitions section of the report

17. 16 gemiusAdMonitor // Share of campaigns using specific ad format types* – Latvia Source: gemiusDirectEffect/AdOcean 2012 H2 (*) format types are defined in the methodology and definitions section of the report

18. 17 gemiusAdMonitor // Share of campaigns using specific ad format types* – Lithuania Source: gemiusDirectEffect/AdOcean 2012 H2 (*) format types are defined in the methodology and definitions section of the report

19. 18 gemiusAdMonitor // Share of campaigns using specific ad format types* – Poland Source: gemiusDirectEffect/AdOcean 2012 H2 (*) format types are defined in the methodology and definitions section of the report

20. 19 gemiusAdMonitor // Share of campaigns using specific ad format types* – Romania Source: gemiusDirectEffect/AdOcean 2012 H2 (*) format types are defined in the methodology and definitions section of the report

21. 20 gemiusAdMonitor // Share of campaigns using specific ad format types* – Serbia Source: gemiusDirectEffect/AdOcean 2012 H2 (*) format types are defined in the methodology and definitions section of the report

22. 21 gemiusAdMonitor // Share of campaigns using specific ad format types* – Slovakia Source: gemiusDirectEffect/AdOcean 2012 H2 (*) format types are defined in the methodology and definitions section of the report

23. 22 gemiusAdMonitor // Share of campaigns using specific ad format types* – Slovenia Source: gemiusDirectEffect/AdOcean 2012 H2 (*) format types are defined in the methodology and definitions section of the report

24. 23 gemiusAdMonitor // Share of campaigns using specific ad format types* – Ukraine Source: gemiusDirectEffect/AdOcean 2012 H2 (*) format types are defined in the methodology and definitions section of the report

25. 24 gemiusAdMonitor // Top 5 most popular ad formats – Share of campaigns (1/6) Source: gemiusDirectEffect/AdOcean 2012 H2

26. 25 gemiusAdMonitor // Top 5 most popular ad formats – Share of campaigns (2/6) Source: gemiusDirectEffect/AdOcean 2012 H2

27. 26 gemiusAdMonitor // Top 5 most popular ad formats – Share of campaigns (3/6) Source: gemiusDirectEffect/AdOcean 2012 H2

28. 27 gemiusAdMonitor // Top 5 most popular ad formats – Share of campaigns (4/6) Source: gemiusDirectEffect/AdOcean 2012 H2

29. 28 gemiusAdMonitor // Top 5 most popular ad formats – Share of campaigns (5/6) Source: gemiusDirectEffect/AdOcean 2012 H2

30. 29 gemiusAdMonitor // Top 5 most popular ad formats – Share of campaigns (6/6) Source: gemiusDirectEffect/AdOcean 2012 H2

31. 30 gemiusAdMonitor // Top 5 most popular ad formats – Average CTR, CTR (1/6) Source: gemiusDirectEffect/AdOcean 2012 H2

32. 31 gemiusAdMonitor // Top 5 most popular ad formats – Average CTR, CTR (2/6) Source: gemiusDirectEffect/AdOcean 2012 H2

33. 32 gemiusAdMonitor // Top 5 most popular ad formats – Average CTR, CTR (3/6) Source: gemiusDirectEffect/AdOcean 2012 H2

34. 33 gemiusAdMonitor // Top 5 most popular ad formats – Average CTR, CTR (4/6) Source: gemiusDirectEffect/AdOcean 2012 H2

35. 34 gemiusAdMonitor // Top 5 most popular ad formats – Average CTR, CTR (5/6) Source: gemiusDirectEffect/AdOcean 2012 H2

36. 35 gemiusAdMonitor // Top 5 most popular ad formats – Average CTR, CTR (6/6) Source: gemiusDirectEffect/AdOcean 2012 H2

37. About the report 3 Most popular advertising forms 8 Mobile trends 36 Chosen market sectors 49 Methodology and definitions 74

38. 37 gemiusAdMonitor // Desktop/mobile share of ad impressions by quarters – Bulgaria Source: gemiusDirectEffect 2012

39. 38 gemiusAdMonitor // Desktop/mobile share of ad impressions by quarters – Croatia Source: gemiusDirectEffect 2012

40. 39 gemiusAdMonitor // Desktop/mobile share of ad impressions by quarters – Czech Republic Source: gemiusDirectEffect 2012

41. 40 gemiusAdMonitor // Desktop/mobile share of ad impressions by quarters – Hungary Source: gemiusDirectEffect 2012

42. 41 gemiusAdMonitor // Desktop/mobile share of ad impressions by quarters – Latvia Source: gemiusDirectEffect 2012

43. 42 gemiusAdMonitor // Desktop/mobile share of ad impressions by quarters – Lithuania Source: gemiusDirectEffect 2012

44. 43 gemiusAdMonitor // Desktop/mobile share of ad impressions by quarters – Poland Source: gemiusDirectEffect 2012

45. 44 gemiusAdMonitor // Desktop/mobile share of ad impressions by quarters – Romania Source: gemiusDirectEffect 2012

46. 45 gemiusAdMonitor // Desktop/mobile share of ad impressions by quarters – Serbia Source: gemiusDirectEffect 2012

47. 46 gemiusAdMonitor // Desktop/mobile share of ad impressions by quarters – Slovakia Source: gemiusDirectEffect 2012

48. 47 gemiusAdMonitor // Desktop/mobile share of ad impressions by quarters – Slovenia Source: gemiusDirectEffect 2012

49. 48 gemiusAdMonitor // Desktop/mobile share of ad impressions by quarters – Ukraine Source: gemiusDirectEffect 2012

50. About the report 3 Most popular advertising forms 8 Mobile trends 36 Chosen market sectors 49 Methodology and definitions 74

51. 50 gemiusAdMonitor // Share of ad impressions by sectors – Bulgaria Source: gemiusDirectEffect/AdOcean 2012 H2

52. 51 gemiusAdMonitor // Average CTR, CTR by sectors – Bulgaria Source: gemiusDirectEffect/AdOcean 2012 H2

53. 52 gemiusAdMonitor // Share of ad impressions by sectors – Croatia Source: gemiusDirectEffect/AdOcean 2012 H2

54. 53 gemiusAdMonitor // Average CTR, CTR by sectors – Croatia Source: gemiusDirectEffect/AdOcean 2012 H2

55. 54 gemiusAdMonitor // Share of ad impressions by sectors – Czech Republic Source: gemiusDirectEffect/AdOcean 2012 H2

56. 55 gemiusAdMonitor // Average CTR, CTR by sectors – Czech Republic Source: gemiusDirectEffect/AdOcean 2012 H2

57. 56 gemiusAdMonitor // Share of ad impressions by sectors – Hungary Source: gemiusDirectEffect/AdOcean 2012 H2

58. 57 gemiusAdMonitor // Average CTR, CTR by sectors – Hungary Source: gemiusDirectEffect/AdOcean 2012 H2

59. 58 gemiusAdMonitor // Share of ad impressions by sectors – Latvia Source: gemiusDirectEffect/AdOcean 2012 H2

60. 59 gemiusAdMonitor // Average CTR, CTR by sectors – Latvia Source: gemiusDirectEffect/AdOcean 2012 H2

61. 60 gemiusAdMonitor // Share of ad impressions by sectors – Lithuania Source: gemiusDirectEffect/AdOcean 2012 H2

62. 61 gemiusAdMonitor // Average CTR, CTR by sectors – Lithuania Source: gemiusDirectEffect/AdOcean 2012 H2

63. 62 gemiusAdMonitor // Share of ad impressions by sectors – Poland Source: gemiusDirectEffect/AdOcean 2012 H2

64. 63 gemiusAdMonitor // Average CTR, CTR by sectors – Poland Source: gemiusDirectEffect/AdOcean 2012 H2

65. 64 gemiusAdMonitor // Share of ad impressions by sectors – Romania Source: gemiusDirectEffect/AdOcean 2012 H2

66. 65 gemiusAdMonitor // Average CTR, CTR by sectors – Romania Source: gemiusDirectEffect/AdOcean 2012 H2

67. 66 gemiusAdMonitor // Share of ad impressions by sectors – Serbia Source: gemiusDirectEffect/AdOcean 2012 H2

68. 67 gemiusAdMonitor // Average CTR, CTR by sectors – Serbia Source: gemiusDirectEffect/AdOcean 2012 H2

69. 68 gemiusAdMonitor // Share of ad impressions by sectors – Slovakia Source: gemiusDirectEffect/AdOcean 2012 H2

70. 69 gemiusAdMonitor // Average CTR, CTR by sectors – Slovakia Source: gemiusDirectEffect/AdOcean 2012 H2

71. 70 gemiusAdMonitor // Share of ad impressions by sectors – Slovenia Source: gemiusDirectEffect/AdOcean 2012 H2

72. 71 gemiusAdMonitor // Average CTR, CTR by sectors – Slovenia Source: gemiusDirectEffect/AdOcean 2012 H2

73. 72 gemiusAdMonitor // Share of ad impressions by sectors – Ukraine Source: gemiusDirectEffect/AdOcean 2012 H2

74. 73 gemiusAdMonitor // Average CTR, CTR by sectors – Ukraine Source: gemiusDirectEffect/AdOcean 2012 H2

75. About the report 3 Most popular advertising forms 8 Mobile trends 36 Chosen market sectors 49 Methodology and definitions 74

76. 75 Methodology // The source of the data is gemiusDirectEffect/AdOcean research, which is one of the most frequently used advertisement monitoring systems in the CEE region. Formats typical for mailing were excluded from the research. Every campaign having place in the analyzed period was included in the research, except the ones that had less than 1000 impressions in the analyzed period. The presented data on ad impressions and ad clicks are cookie events. In market sectors, the „other” category contains all the remaining sectors not defined in the research and all other sectors where the number of campaigns from that sector was smaller than 5 in the analyzed period. Methodology (1/2)

77. 76 Methodology // 17 market sectors were distinguished for the research: – Clothing & Accessories (clothes, shoes, jewelry, bags) – Automotive (cars, trucks, patrol, gas, tires, motors, bicycles) – Beverages and Alcohol (juices, beers, soda, wine, champagne, energy drinks, vodka, mineral water, tea, coffee) – Computers and Audio Video (notebooks, computer accessories, CD players, cameras) – Finance, Insurance, Brokerage (banks, insurance, credit institutions) – Food (sweets, cakes, bread, rolls, meat, fruits, vegetables, rice, noodles) – Household Equipment, Furniture And Decorations (furniture, small household goods, dishes) – Household Products (washing powders, air freshener, washing up liquid) – Leisure Time (cinema, theatre, toys, concerts) – Media, Books, CD & DVD (movies, television stations, radio stations, audiobooks) – Personal Care and Hygiene (cosmetics, perfumes, eyeliners, lipsticks, massage, all body care products, all make up products, body lotions) – Pharmaceuticals (vitamins, antibiotics, pain killers, all pills and medicine equipment) – Real Estate (real estate agencies, housing associations, developers) – Telecommunications (internet, mobile phones, mobile network) – Trade (super-and hypermarkets, shops, warehouses, video rental ) – Travel, Tourism, Hotels & Restaurants (hotels, public transport, buses, trains, planes, travel agencies) – Other Methodology (2/2)

78. 77 Definitions of concepts // Definitions of concepts (1/2) 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). Creative area - ad area in pixels, calculated by multiplying ad height by ad width. 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 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. Campaign – a marketing campaign in which specific creatives are displayed.

79. 78 Definitions of concepts // Definitions of concepts (2/2) Most often used ad format types – most popular format types determined by the number of creatives in 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 creative-placement pair of the given ad format. CTR (Click Through Ratio) – cookie clicks / cookie impressions for the given ad format. Share of campaigns using specific ad formats – the percentage of campaigns that use a given creative format in the total number of campaigns. Desktop/mobile share of ad impressions – based on campaigns starting and ending in the analyzed period. The desktop/mobile distinction relies on browser type categorization in which the impression was noted. Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns. Share of ad impressions by sectors – the percentage of cookie impressions for a given sector in the total number of impressions. Share of ad clicks by sectors – the percentage of cookie clicks for a given sector in the total number of clicks. Most often used ad formats by sectors – top three most often used ad formats in particular sectors.

80. Join us @: Facebook.com/GemiusGroup Twitter.com/Gemius Slideshare.net/Gemius_com YouTube.com/wwwGemiusCom Contact:Press contact: Gemius SA 18 B Postepu Street Orion Building, 9 floor 02-676 Warsaw, Poland + 48 22 390 90 90 + 48 22 378 30 50 International Marketing marketing@gemius.com gemiusDirectEffect Product Manager Tamas Acs tamas.acs@gemius.com

81. 80 JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus. De facto currency: Lithuania, Latvia, Estonia, Bulgaria, Bosnia, Croatia Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia) Gemius as the currency in online measurement