Change before you have to. Display ads conversion rates in Central Eastern Europe. Gemius, 2015

Change before you have to

Radosław Gołąb

www.gemius.com

2

Preparing!

3

CTR by country

0.89%

0.71%

0.52% 0.52% 0.47% 0.45% 0.44% 0.41%

0.37% 0.36% 0.31% 0.27%

0.21%

0,00%0,10%0,20%0,30%0,40%0,50%0,60%0,70%0,80%0,90%1,00%

Sources: gemiusDirectEffect, gemiusProfileEffect, September 2014 , TG: 16-69

4

Share of clicking users

32%

21% 21% 16% 15% 14% 12% 11% 11% 11% 11%

0%

5%

10%

15%

20%

25%

30%

35%


5

Profile of users generating impressions by country – gender

50% 48% 50% 53% 52% 54% 54% 51% 52% 49% 51% 48% 52%

50% 52% 50% 47% 48% 46% 46% 49% 48% 51% 49% 52% 48%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

female maleSources: gemiusDirectEffect, gemiusProfileEffect, September 2014 , TG: 16-69

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Profile of users generating clicks by country – gender

44% 45% 50% 56% 54% 51% 53% 51% 52% 45% 50% 48% 56%

56% 55% 50% 44% 46% 49% 47% 49% 48% 55% 50% 52% 44%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

female male


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Profile of users generating impressions by country - age

20% 21% 16% 13% 18% 18% 19% 22% 22% 22% 20% 15% 24%

26% 23% 22% 25% 23% 26% 23%

29% 24% 25% 27% 23%

30%

23% 28% 26% 20%

26% 22% 23% 21% 26% 27% 23%

24%

22%

18% 15% 18% 22%

17% 20% 22% 15% 15% 17% 18% 20%

14%

13% 13% 18% 20% 16% 15% 13% 13% 13% 10% 13% 17% 10%

0%10%20%30%40%50%60%70%80%90%

100%

16-24 25-34 35-44 45-54 55-69


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Profile of users generating clicks by country - age

21% 8% 14% 18% 13% 16% 17% 21% 26% 19% 17% 17%

27%

25%

20% 21% 15% 19%

26% 25% 28% 21%

26% 24% 23%

33%

24%

30% 23% 22% 28% 25% 22%

21% 22% 22% 24% 22%

19% 17%

22% 19% 21% 18%

19% 21% 15% 16% 21% 19% 20%

12% 13% 20% 23% 24% 21% 15% 16% 14% 14% 13% 16% 17% 9%

0%10%20%30%40%50%60%70%80%90%

100%

16-24 25-34 35-44 45-54 55-69


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Profile of users generating impressions by country –

education

9% 6% 8% 13% 18% 12% 10% 4% 11% 13% 9% 10% 6%

58% 52%

68% 61% 58% 54% 51% 64% 54% 59% 67%

54% 44%

33% 42%

24% 26% 24% 35% 39% 32% 35% 28% 24%

36% 50%

0%10%20%30%40%50%60%70%80%90%

100%

elementary or lower secondary or incomplete secondary higher or incomplete higher


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Profile of users generating clicks by country - education

8% 3% 6% 19% 16% 12% 12%

3% 7% 9% 7% 8% 6%

59% 58%

73% 54% 59% 56% 56%

64% 58% 63% 70%

52% 50%

33% 39% 21% 26% 25% 32% 31% 33% 34% 28% 23%

40% 43%

0%10%20%30%40%50%60%70%80%90%

100%

elementary or lower secondary or incomplete secondary


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In the face of change

He was chairman and CEO of GE (General Electric)

for 20 years. During his tenure at GE, the company's

value rose 4 000%.

Jack Welch

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Ad Spending

2014

2015

2018

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Mobile is the KING… soon will be the KING!

Mobile

2012 2013 2014 2015 2016 2017 2018

178,3% 122,0% 83,0% 46,0% 35,0% 26,5% 23,0%

2012 2013 2014 2015 2016 2017 2018

6,6% 2,3% -2,4% -2,1% -5,0% -7,1% -10,6%

Desktop

Source: emarketer.com

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Mobile – share of ad spending

Emarketer predicts that the fastest growing category in

mobile will be: display, video, rich media and search

2012 2013 2014 2015 2016 2017 2018

Display 238,0% 134,6% 87,2% 48,2% 35,9% 26,0% 22,7%

Video 257,5% 169,0% 119,0% 65,8% 43,8% 27,8% 24,2%

Rich media 235,2% 129,4% 81,6% 44,5% 33,9% 25,5% 22,3%

Search 201,7% 120,8% 82,3% 43,7% 33,4% 25,2% 22,2%


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Growing mobile traffic

Nearly 5% of traffic comes from mobiles and it will be growing!

PC vs NON-PC GENERATED TRAFFIC IN UKRAINE

source: ranking.pl

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Mobile devices - models

source: ranking.pl

1. Apple iPad – 22,32% 2. Apple iPhone – 11,12%3. HTC Desire – 2,37%

Ranking of mobile devices models

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Mobile devices - producers

source: ranking.pl

1. Apple – 33,54% 2. Samsung – 22,9% 3. Nokia – 21,25%

Ranking of mobile devices - producers

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Denmark

PC vs NON-PC GENERATED TRAFFIC IN DENMARK

source: ranking.pl

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Video on desktop

2012 2013 2014 2015 2016 2017 2018

Display 9,8% 4,5% 3,4% 3,9% 1,9% 2,9% 1,7%

Video 37,0% 33,1% 26,4% 18,1% 10,9% 10,8% 5,9%

Rich media 4,4% -2,9% -4,7% -2,7% -3,2% -2,3% -1,4%

Search 5,1% -0,8% -9,4% -9,4% -14,1% -20,7% -33,1%


In UK since 2013 ad spending on search started to be

moved to other forms of digital advertising – mainly to

video and this appears to be growing trend.

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Advertising

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Viewable ads (inscreens)

Inscreen:

Display – serving of the ad that has

been visible on the screen at least in

half for at least 1 second,

Video – serving of the video ad, that

was visible on the screen at least in

half for at least 2 seconds in a row.

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Programmatic buying – the future

What is this programmatic buying?

Sales and purchase transactions that

take place between special systems.

RTB is a part of it.

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Programmatic on mobile and video

Programmatic on video

In 2015 about 28% of adspending on digital video will go through programmatic.

Programmatic on mobile

In 2015 44.1% of all US programmatic display ad spending, will be on mobile. Estimation is that mobile will surpass desktop as early as next year, taking 56.2% of all programmatic ad expenditure. This trend is consistent with the digital display ad market overall, which has shifted to mobile rapidly.

Thank you!

Gemius SA

18 B Postępu Street

02-676 Warsaw

Radosław Gołąb

Product Owner

[email protected]

www.gemius.com

Change before you have to. Display ads conversion rates in Central Eastern Europe. Gemius, 2015

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