1. Gemius AdMonitor Market sectors 2014.10 – 2015.03

2. 2 About the report 3 Results for CEE countries 6 Methodology and definitions 59 Content

3. 3 About the report 3 Results for CEE countries 6 Methodology and definitions 59 Content

4. 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. What can be found in this report? ➜ Share of campaings by sectors ➜ Share of ad impressions by sectors ➜ Share of ad clicks by sectors ➜ Average CTR by sectors

5. 5 Analyzed countries BulgariaCroatiaCzech Rep.EstoniaHungaryLatvia LithuaniaPolandRomaniaSerbiaSlovakiaSlovenia Ukraine

6. 6 About the report 3 Results for CEE countries 6 Methodology and definitions 59 Content

7. 7 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of campaigns by sectors – Bulgaria Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.

8. 8 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad impressions by sectors – Bulgaria Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.

9. 9 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad clicks by sectors – Bulgaria Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.

10. 10 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Average CTR by sectors – Bulgaria Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

11. 11 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of campaigns by sectors – Croatia Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.

12. 12 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad impressions by sectors – Croatia Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.

13. 13 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad clicks by sectors – Croatia Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.

14. 14 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Average CTR by sectors – Croatia Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

15. 15 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of campaigns by sectors – Czech Republic Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.

16. 16 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad impressions by sectors – Czech Republic Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.

17. 17 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad clicks by sectors – Czech Republic Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.

18. 18 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Average CTR by sectors – Czech Republic Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

19. 19 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of campaigns by sectors – Estonia Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.

20. 20 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad impressions by sectors – Estonia Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.

21. 21 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad clicks by sectors – Estonia Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.

22. 22 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Average CTR by sectors – Estonia Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

23. 23 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of campaigns by sectors – Hungary Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.

24. 24 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad impressions by sectors – Hungary Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.

25. 25 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad clicks by sectors – Hungary Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.

26. 26 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Average CTR by sectors – Hungary Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

27. 27 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of campaigns by sectors – Latvia Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.

28. 28 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad impressions by sectors – Latvia Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.

29. 29 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad clicks by sectors – Latvia Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.

30. 30 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Average CTR by sectors – Latvia Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

31. 31 Source: AdOcean 2014.10-2015.03 Share of campaigns by sectors – Lithuania Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.

32. 32 Source: AdOcean 2014.10-2015.03 Share of ad impressions by sectors – Lithuania Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.

33. 33 Source: AdOcean 2014.10-2015.03 Share of ad clicks by sectors – Lithuania Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.

34. 34 Source: AdOcean 2014.10-2015.03 Average CTR by sectors – Lithuania Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

35. 35 Source: gemiusDirectEffect 2014.10-2015.03 Share of campaigns by sectors – Poland Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.

36. 36 Source: gemiusDirectEffect 2014.10-2015.03 Share of ad impressions by sectors – Poland Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.

37. 37 Source: gemiusDirectEffect 2014.10-2015.03 Share of ad clicks by sectors – Poland Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.

38. 38 Source: gemiusDirectEffect 2014.10-2015.03 Average CTR by sectors – Poland Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

39. 39 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of campaigns by sectors – Romania Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.

40. 40 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad impressions by sectors – Romania Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.

41. 41 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad clicks by sectors – Romania Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.

42. 42 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Average CTR by sectors – Romania Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

43. 43 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of campaigns by sectors – Serbia Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.

44. 44 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad impressions by sectors – Serbia Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.

45. 45 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad clicks by sectors – Serbia Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.

46. 46 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Average CTR by sectors – Serbia Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

47. 47 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of campaigns by sectors – Slovakia Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.

48. 48 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad impressions by sectors – Slovakia Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.

49. 49 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad clicks by sectors – Slovakia Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.

50. 50 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Average CTR by sectors – Slovakia Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

51. 51 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of campaigns by sectors – Slovenia Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.

52. 52 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad impressions by sectors – Slovenia Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.

53. 53 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad clicks by sectors – Slovenia Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.

54. 54 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Average CTR by sectors – Slovenia Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

55. 55 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of campaigns by sectors – Ukraine Share of campaigns by sectors - the percentage of campaigns in a given sector in the total number of campaigns.

56. 56 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad impressions by sectors – Ukraine Share of ad impressions by sectors – the percentage of impressions for a given sector in the total number of impressions.

57. 57 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Share of ad clicks by sectors – Ukraine Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks.

58. 58 Source: gemiusDirectEffect/AdOcean 2014.10-2015.03 Average CTR by sectors – Ukraine Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

59. 59 About the report 3 Results for CEE countries 6 Methodology and definitions 59 Content

60. 60 Methodology ➜ The source of data are the gemiusDirectEffect and AdOcean ad servers, which are the leading online advertisement monitoring systems in the CEE region. ➜ From the analyses all self-promotion campaigns were removed (it is campaigns with low priority, which are used to make use of impressions which would be lost for any commercial or exclusive campaigns). Self-promotion campaigns are used only in AdOcean system. ➜ 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.

61. 61 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

62. 62 Definitions of concepts ➜ 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 impressions for a given sector in the total number of impressions. ➜ Share of ad clicks by sectors – the percentage of clicks for a given sector in the total number of clicks. ➜ Average CTR (Click Through Ratio) – average of quotients (clicks / impressions) for each creative-placement pair.

63. 63 What is more... a wide range of market level benchmarks ➜ 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. If you would like to learn more about the advertising market, please contact your local Gemius representative! We provide information around the following topics:

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