Video attracts adverisers
Video ads are most popular in Ukraine, Poland and the Czech Republic – Gemius research on advertising activities in CEE suggests.
It turns out that Ukrainian advertisers are the ones most keen on video creatives: in the analyzed period, three-quarters of the displayed campaigns made use of this advertising format. Significant interest in video ads is also noted on the Polish and Czech markets, where in the second half of the year video formats were used in a quarter of campaigns. With results around the average value for the Central and East Europe region came such countries as: Lithuania, Slovakia and Hungary.
Tamas Acs, Gemius expert in digital advertising, emphasizes that on average 10,6 proc. of the campaigns in the CEE region already use preroll and 9 proc. use video banner formats which shows the relative importance of these formats.
On the other hand, a lower share of video creatives in campaigns run in that studied period was observed in Romania, Croatia and Bulgaria. The format in question was least popular among advertisers in Serbia, Slovenia and Latvia.
The analysis involved online advertising campaigns which were monitored by Gemius in Bulgaria, Croatia, the Czech Republic, Lithuania, Latvia, Poland, Romania, Serbia, Slovakia, Slovenia, Ukraine and Hungary. The ranking list includes data concerning second half of 2012.
The above data originates from gemiusAdMonitor, a comprehensive report on the most popular advertising formats, most frequently advertised industries and trends in mobile advertising, covering 12 countries of Central and East Europe. It is based on gemiusDirectEffect, Gemius online advertising campaigns effectiveness measurement and AdOcean, Gemius ad serving tool to manage the advertising space. The report is prepared in 6-month cycles from 2011. It can be downloaded from www.gemius.com.