SPIR Online Adspends 2021

Methodology Description

In the interest of objectivity and protection of sensitive data, the Median agency was commissioned to interrogate and process the results. The research was conducted during January and February 2022, and was based on the current annual financial statements of individual entities. The performance of all types of advertising was based on the declared performance of individual content providers, agencies, direct advertisers and advertising networks.

Of 43 important internet publishers, who were addressed, 20 became actively involved; their media have an impact on the vast majority of Czech Internet users. To obtain data on the performance of individual advertising networks, 2 operators, 56 media, digital and specialized agencies, as well as 184 direct advertisers were addressed. One operator of an advertising network (Sklik of Seznam.cz), 16 agencies and 8 direct advertisers undertook active participation. To calculate the total advertised amount in advertising networks, the claimed performance of the Sklik advertising network is used; along with the weighted average of the percentage distribution of spending by agencies into advertising networks. Due to the historical absence of DSP system operators, DSP systems were not asked this year. Therefore, the performance of programmatic display advertising through DSP / SSP systems cannot be calculated on the whole market. For data consistency, the following corrections were made:
- Adjustment of the division of advertising network performance for search and display advertising: The performance of search advertising was adjusted this year based on the SPIR expert estimate. The display part of the advertising networks was created by adding to the unchanged unit of advertising networks.
- The size of advertising through DSP / SSP systems (RTB advertising) was determined by the size from 2020, increased by last year's trend estimate for 2021/2020.
- The sizes of display video and native advertising were determined by the sizes from 2020, increased by last year's trend estimates for 2021/2020.

The performance of Internet advertising (only in the section comparing media types) is shown in comparable ratecard prices. This was possible because the performances of individual forms of Internet advertising, which are not naturally in the ratecard prices from the research, were converted into ratecard prices. The conversion is supported by the conversion AdEx benchmark data from IAB Europe (where SPIR supplies data for the Czech Republic) in the pan-European research of online advertising expenditures. Due to the continuity of historical data, the Internet's performance was recalculated to comparable ratecard prices back to the beginning of the research in 2008.

Conversion to ratecard prices:

  1. Advertising forms that are naturally in retecard prices in the research - direct display and classifieds and directories - remain unchanged in ratecard prices.

  2. Advertising forms that are naturally in the net prices - programmatic display and search - are converted to ratecard prices. For conversion purposes, we approach paid search as a programmatic display.

  3. The total advertising performance of the Internet in ratecard prices is the sum of 1) + 2)

In other parts of the presentation of results, where media types are not compared, the quoted prices remain in the mix of ratecard and net prices due to continuity.

In previous years of research, up to the results for 2020, the performance of Internet advertising was presented in a mix of prices, even in all parts of the presentation of results. This was because different forms of internet advertising have different types of prices and for some, there are naturally no ratecard prices. The performance of paid search advertising remained in net prices, the performance of programmatic display advertising also remained in net prices and since 2016 it has been presented with at least a minimum increase of 15% (agency commission equivalent) as an approximation to "ratecard" prices. This approach to ratecard prices was insufficient. Only less than 30% of the published Internet output was stated in comparable (with other media types) ratecatd prices.

You can find a description of the forms of internet display advertising here.

Types of Internet advertising used

Display advertising: Banner advertising on publishers' websites in standard (banners, skyscraper, leaderboard…) and non-standard formats (expandable and overlapping formats). This includes video banners. Content advertising networks and advertising through DSP / SSP systems, which include RTB advertising, are also included in the display advertisement.

Paid search advertising: Advertising appearing on specific word requests on search engines or premium positions.

Programmatic: An automated process of buying and selling digital advertising space. Display programmatic includes advertising in content networks and advertising traded RTB way (DSP / SSP systems).

Content networks: Contextual advertising displayed on content networks that use both text and classic banner display formats. Content networks are counted under display advertising.

Video Ad: Includes in-stream advertising in the form of commercials before, after, or during a video and advertising messages published over the content being played (overlay). Video ad share can be determined from all display ad components.

Mobile ads: Includes ads shown when browsing the Internet from mobile devices (mobile phones, tablets) and ads targeted to mobile devices on search and content networks. The share of mobile ads can be determined from all components of the display ad.

RTB (real-time-bidding): Is a type of business model of selling advertising targeted to the desired audience, where each impression is delivered in real time by automatic systems according to the suitability for the target group. The RTB model often uses geographic, language, or behavioral targeting of advertising based on previous user activity and interest. The RTB model is characterized by auction sales at real advertising prices. RTB way traded advertising is included under the display advertisement.

Classifieds: Paid advertisements in product databases.

Directories: Catalogs with records of companies with the possibility of paid premium positions.

Native advertising and PR articles: Native advertising includes native ad formats and content-based advertising:
Native ad formats are ad units used to distribute content in a scale, style, and format tailored to the environment (the web). These are, for example, In-Feed and In-Content advertising.
Content-based advertising is commercial content that is controlled by an advertiser or co-created by a publisher / advertiser (advertiser-funded content) and is designed to match the format and style of the surrounding editorial content. These are, for example, PR articles, product placement, content cooperation, branded content and advertising in recommendation widgets.

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