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2014-04-24 09:38

Finance, commerce and automotive rule online ads

The largest share in online advertising campaigns is enjoyed by businesses dealing with financial services, commerce and automotive industry. This is but one of the conclusions from a recently published report in which Gemius discusses the advertising activity of companies from Central and Eastern Europe.

The analysis involved those countries wclick here to download the AdMonitor report online campaigns monitoring conducted by Gemius covers at least 50 per cent of the market, i.e. Bulgaria, Croatia, the Czech Republic, Hungary, Lithuania, Latvia, Poland, Romania, Serbia and Slovakia. The report includes data gatclick here to download the AdMonitor reportd between August 2013 and January 2014.

Gemius has checked which industries hold the largest piece of online advertising. It turns out that in Slovakia, Bulgaria and Hungary, the biggest share belongs to financial services companies (their ads displayed online account for 16, 15 and 13 per cent, respectively). In Lithuania and in the Czech Republic, nearly 20 per cent of internet advertising campaigns are related to the commerce (19 and 17 per cent, respectively), while in Croatia and Romania, the leading position is taken by automotive (20 and 11 per cent, respectively). In Serbia, on the other hand, it is the telecoms that enjoy the most of the advertising market (25 per cent); in Latvia it is companies offering leisure related products (19 per cent), and in Poland - the food industry (13 per cent).

Which industries lag behind in their market share? Bulgaria, Romania and Hungary – it’s the real estate branch (0,35 per cent for the first two countries and 0,65 per cent for third), in Lithuania and Latvia – household goods (0,38 and 0,73 per cent, respectively). In Serbia and Croatia, the least – only 0,53 and 2 per cent, respectively – online advertising campaigns concern pharmaceutical industry, while in the Czech Republic the last ranking positions is taken by businesses offering beverages and alcohol (0,82 per cent). In turn, in Slovakia, the internet market sector that generated the least ads was leisure products (2 per cent) and in Poland – travel (2 per cent).

The quoted data has been taken from gemiusAdMonitor, a report concerning the most popular advertising formats, industries most often advertising online and trends in mobile advertising among others. The report is based on analysis of online campaigns (gemiusDirectEffect) as well as data obtained with the use of a tool for comprehensive management of ad space (AdOcean). The analysis includes 10 countries of Central and East Europe, i.e. Bulgaria, Croatia, the Czech Republic, Hungary, Lithuania, Latvia, Poland, Romania, Serbia and Slovakia.

Click here to download the AdMonitor report.

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