In Central and Eastern Europe, the markets where video ads enjoy the biggest popularity are Ukraine, Poland and Czech Republic, as a Gemius research on advertising activities in CEE shows.
According to the findings, the Ukrainian advertisers are the most keen on video ads, as, for the analyzed period, three-quarters of the displayed campaigns used this ad format. A significant interest in video ads was also notice on Polish and Czech markets, where in the second half of the year video formats were used in a quarter of campaigns. Results around the average value for CEE were also registered in Lithuania, Slovakia and Hungary.
Tamas Acs, Gemius expert in digital advertising, said that, on average, 10.6% of CEE campaigns already use preroll and 9% – video banner formats.
The research showed a lower share of video ads in campaigns that ran, during the study’s period, in countries such as Romania, Croatia and Bulgaria. The video format was least popular in Serbia, Slovenia and Latvia.
The analysis involved online advertising campaigns 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 data was pulled from gemiusAdMonitor, report on the most popular advertising formats, most frequently advertised industries and trends in mobile advertising, covering 12 countries of Central and East Europe.