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Gemius evaluates the effectiveness of online ads
2007-08-28
The growth of online ad spending and the dynamic increase in the number of Internet users are making the Internet an influential and powerful medium. Gemius research results provide unique data, not only on the advertising itself, but also about Internet users' attitudes towards the subject.
According to the study, which was conducted in Ukraine in 2006, 26.6% of Internet users believe that online advertising is efficient. At the same time, the majority of Internet users (75.8%) declare that they click on ads, though 39.3% of them do it seldom. Gemius decided to analyze which formats of creatives are the most effective. The Internet gives a great number of possibilities when it comes to attracting customers, starting with well-known banners and ending with technically advanced streaming. However, it is important to know which of the formats catch the Internet users' attention the most.
On the basis of the surveys, which were conducted in Poland and Ukraine in 2006, it turned out that well-known formats, such as banners, are indeed popular. According to the study, 59.3% of the Internet users in Ukraine and 58.8% in Poland are familiar with this format. Besides, over one-fourth of them said they liked it (27.1% in Ukraine and 28.5% in Poland).
It is also interesting whether the opinions of the Internet users translate into the results of companies’ online advertising activities. gemiusDirectEffect is a research study which provides crucial information about the effectiveness of ad campaigns. Thanks to this study, it is possible to measure the direct effect of emitted ads and to instantly optimize the campaign, as well as plan future activities. The research yields the most important information on the behavior of Internet users who had contact with online advertisements.
To be more precise, it lets the company determine the campaign’s reach and the level of the visitors’ interest in a campaign or target page. Equally important is the fact that the latter is presented in the form of easy to compare and widely recognized indicators – CTR-U and CR-U. Moreover, the results of the research allow to evaluate the impact of a campaign on a target site and page. On top of all these useful features, the study also provides essential data which allows to assess which formats of creatives are the most effective.
The analysis, based on gemiusDirectEffect in Poland, confirmed a high effectiveness of banners compared to other, often more aggressive and technologically advanced, formats. That is, 6.6% of Internet users in Poland in 2006 clicked on banners. In comparison, the toplayer's CTR-U amounted to only 5%. This format turned out to be relatively unpopular in both of the aforementioned countries. Accordingly, only 9.7% of the respondents in Poland and 11% of the respondents in Ukraine, who were familiar with it, admitted that they like toplayers.
“The Internet is a great medium for advertisers, as long as they can catch the users' attention and make them intrigued enough to find out more about offered products.” said Filip Pieczyński, the International Operations Department Director at Gemius. However, it is not enough for the advertisement to be creative. It should also be informative, as its main aim is to make the Internet users buy the product.
About the research:
Attitudes towards online advertising (Ukraine, 2006; Poland, 2006) gemiusAdHoc research was conducted by Gemius SA and partners in seven European countries: the Czech Republic, Hungary, Lithuania, Poland, Romania, Slovakia and Ukraine.In Ukraine, Gemius conducted the research in cooperation with fraza.com.ua, liga.net and meta.ua. The research was conducted on the Internet in the form of a pop-up survey (random sampling) on May 16-22, 2006 in Ukraine and May 23-29, 2006, in Poland. The total samples (2,992 valid cases in Ukraine and 3,437 in Poland) used in the study were re-weighted with the use of an analytic weight computed on the basis of structural data on Internet users.
gemiusDirectEffect is executed through site-centric measurement using Gemius' proprietary gemiusTraffic platform. gemiusDirectEffect is a research study on the direct response to online advertising campaigns which directly measures Internet user behavior. The analysis is based on the data from Poland, 2006.
Gemius Ukraine is a research company specializing in the Internet, which was established in 2005. It offers a wide range of complex research studies in Ukraine.
Gemius SA is the largest online research agency in Central and Eastern Europe, which provides a wide range of Internet research products to brand name clients throughout the region. Gemius SA has also recently started operating in Denmark. The aim of its core research - gemiusAudience - is to set an online audience measurement currency in all of the countries the company is present in. By working with key joint-industry committees and other market players, Gemius SA provides accurate, high-quality data for media planners, buyers and sellers.
Download a complete version of the press release in a Word file.
For detailed information please contact: International Operations Department - contact@gemius.com