Online advertising – the polish model

I decided to write about the polish online advertising market because in some ways can be similar to ours. I surfed some of the most popular polish websites (I can read little polish as I studied Slavic languages in college) and came up with this post about their advertising market, habits and know-how.

They “flip” over 30 million euro every year and the all time leader is Onet (a group similar to NCH, with the same investors but oriented to traditional media – they have over 7 TV stations broadcasting from Warsaw). The Onet.pl online team is in Krakow and they run the Poland’s most popular portal (similar to Neogen – even with a layout linking to Yahoo), and many online services (from online dating to entertainment and gambling). No doubt, Onet.pl is no.1 in Poland and their experience can be useful for our industry.

First of all, let’s take a look at their available formats. Please note that in Romania the most popular format is the leaderboard (728×90) but I’ve noticed that the new MPI websites also use many skyscrapers. Something new will happen this year at ARBOmedia as they will introduce new formats (a very popular combination of banners is really popular on the German market and I hope we’ll see it in Romania).

Display ads at Onet:

Banner – advertisement displayed above the web site’s content. Size: up to 468×60 pixels; weight up to 5 or 15 kB respectively; file format: jpeg, gif, animated gif, flash (up to version 8.0 inclusive), html and rich media.

Skyscraper – advertisement placed on the right margin of the web page. Size: up to 160×600 pixels; weight: up to 25 kB; file format:: jpeg, gif, animated gif, flash (up to version 8.0 inclusive), html and rich media.

Billboard – advertisement displayed above the web site’s content instead of traditional banner. Size: up to 750×100 pixels; weight: up to 25 kB; file format: jpeg, gif, animated gif, flash (up to version 8.0 inclusive), html and rich media.

Rectangle – advertisement in between web page content. Size: up to 300×250 pixels; weight: up to 25 kB; file format: jpeg, gif, animated gif, flash (up to version 8.0 inclusive), html and rich media.

Navibox – advertisement on the top of the right navigation column. Size: up to 300×250 pixels; weight: up to 25 kB; file format: jpeg, gif, animated gif, flash (up to version 8.0 inclusive), html and rich media. Notice: for technical reasons navibox cannot be displayed on all Onet.pl channels.

Halfpage – advertisement on the right navigation column. Size: up to 300×600 pixels; weight: up to 25 kB; file format: jpeg, gif, animated gif, flash (up to version 8.0 inclusive), html and rich media. Notice: for technical reasons halfpage cannot be displayed on all Onet.pl channels.

Pop-up and pop-under – advertisement displayed in a separate browser window when visiting the web page. Size: up to 336×280 pixels; weight: up to 25 kB; file format: jpeg, gif, animated gif, flash (up to version 8.0 inclusive), html and rich media. Pop-up is displayed over the browser window. Pop-under is displayed behind the browser window visited by a user so that it is seen when a desired window is closed. Both advertisements may be displayed on the channels with skyscraper available. Frequency capping must be set at maximum 5.

Shaped pop-up (so called brandmark) – advertisement similar to pop-up but it is not limited by the standard pop-up window and may take any shape. It is served in an invisible layer on the top of the browser window and may be moved within it. Shaped pop-up must include clearly visible buttons: close (“X”), minimize, maximize. Size: up to 336×280 pixels; weight: up to 25 kB; file format: jpeg, gif, animated gif, flash (up to version 8.0 inclusive), html. Frequency capping must be set at maximum 5.

Layer ad – advertisement “floating” over the web page with animation and audio allowed displayed in any place of the browser window. Weight: up to 35 kB; duration of animation: 30 seconds then auto close; file format: flash (up to version 8.0 inclusive). Layer ads must include “X” close button (size: minimum 14×14 pixels) in the top right corner. Exact size and position are individually determined on a case-by-case basis. Frequency capping must be set at maximum 3.

Interstitial (so called e-spot) – full screen advertisement with animation and audio allowed. Weight: up to 40 kB; duration of animation: 10 seconds then auto close; file format: flash (up to version 8.0 inclusive). Interstitials must include “X” close button (size: minimum 14×14 pixels) in the top right corner. Details on technical specification and displaying manner are individually determined on a case-by-case basis. Frequency capping must be set at 1.

Expandable banner / billboard / skyscraper – banner / billboard / skyscraper expanding to a larger size on mouse over. It offers far more information and interactivity than traditional banner / billboard / skyscraper. Dimensions and weight of expanded panel: 468×240 and 15 kB for banner; 750×300 pixels and 25 kB for billboard; 320×600 pixels and 25 kB for skyscraper. File formats: flash (up to version 8.0 inclusive), html.

Scroll- banner / billboard / skyscraper – banner / billboard / skyscraper always visible in the same place of browser window independently of scrolling the page. Onet.pl adds an “X” close button over the upper right corner of the ad; clicking the button “sends” the ad back to the slot where it is traditionally displayed (above the web site’s content in case of banner and billboard and on the right margin of the page for skyscrapers). Size and weight: 468×60 pixels and 15 kB for banners; 750×100 pixels and 25 kB for billboards; 160×600 pixels and 25 kB for skyscrapers. File format: jpeg, gif, animated gif, flash (up to version 8.0 inclusive), html. Frequency capping must be set at maximum 5.

Scroller – advertising bar displayed always at the bottom of the browser window independently of scrolling the page. It may include text or graphic elements, static or animated, both scrolling along the bar. Height: up to 30 pixels; weight: up to 10 kB; file format: jpeg, gif, animated gif, flash (up to version 8.0 inclusive). Frequency capping must be set at maximum 5.

Search engine – keyword targeting – graphic advertisements on search engine pages displayed when a user looks for specific keywords defined by an advertiser (many polish people use Onet.pl as a search engine)

Watermark – static advertisement displayed on the background of the page, 5 pixels outside the page content.. Watermark is covered with the partially transparent elements. Distance between elements (for example logotypes) should be minimum 80 pixels, both vertically and horizontally.
Rate: equal the banner up to 15 kB, 100% share of voice during for the duration of the campaign (price depends on the duration of the campaign and the average audience of the channel).

VideoAd – up to thirty-second advertising video spot broadcasted on Onet.pl, within one of the display ad. The ad is broadcasted in Macromedia Flash Video technology in three different streaming qualities, depending on the user’s connection speed. Video and audio are played automatically after the advertisement is loaded. Onet.pl adapts advertiser’s movie (source file) to be broadcasted in internet. The ad may not exceed 30 seconds in length. Weight: up to 800 kB.

In-Stream VideoAd – ten-second, twenty-second or thirty-second advertising video broadcasted in the Windows Media Player window before a selected non-commercial video content. The ad is broadcasted in Windows Media Video technology in four different streaming qualities, depending on the user’s connection speed. Onet.pl adapts advertiser’s movie (source file) to be broadcasted in internet. The ad may not exceed 10, 20 and 30 seconds in length. In the window with video content it is possible to display a billboard: 750×100 pixels, up to 25 kB, no animation allowed. In-Stream VideoAd may be broadcasted solo or simultaneously with a billboard: 750×100 pixels, up to 25 kB, with animation allowed up to length of the movie, no looping.

AudioAd – advertising audio spot broadcasted in the Windows Media Player before selected by a user non-commercial video content. AudioAd is always broadcated parallelly with a static and unclickable advertising board displayed in the video player. Maximum length of AudoAd amounts up to 30 seconds. Onet.pl adapts advertiser’s audio and graphic material (source files) to be broadcasted in internet. AudioAd may be broadcasted simultaneously with a billboard 750×100 pixels, up to 25 kB, with animation allowed, up to 30 seconds, no looping. The billbaord is displayed in a pop-up window with the video content or traditionally above the web site’s content, depending on the channel. On channels where the video player is embedded within the webpage (not in the pop-up window), AudioAd may be also broadcasted parallelly with a button 300×45 pixels, up to 6 kB, displayed by the side of the video player.The button remain visible until another content stream is selected and a new video content is played.

GEMIUS is the company mining for Onet.pl – they gather the data needed for the demographic and geographic targeting – the display ad served from Onet.pl adserver may be targeted at the group of users selected by any combination of criteria. They can be demographic criteria, determined on the basis of registration data of Onet.pl users or geographic criteria, determined on the basis of IP addresses of Onet.pl users. Both, demographic and geographic criteria may be combined with each other.

They also have a very interesting advertising policy – Advertisements must not imitate nor simulate any elements of web pages they are exposed on and should be easily recognized as advertisements. Onet.pl reserves the right to mark advertisements for clarification with words such as: “advertisement” (“reklama”), “sponsor”, “sponsored link” (“link sponsorowany”) or by synonyms.

Any advertisement cannot slow the system performance (they probably heard of iLEO). The accaeptable norms of CPU load for advertisements displayed in Onet.pl are determined in the document “Advertising on Onet.pl – technical speification” avaliable here.

Audio in in-page advertisements (banner, leaderboard, skyscraper, rectangle, navibox, halfpage), pop-ups/pop-unders, brandmarks (shaped pop-ups), scrollers and sponsorship elements must be initiated only by user click and never automatic. If audio is used creative must have clearly visible stop and start audio controls.
Audio in layer ads (toplayers), interstitials, videoads, instream videoads and audioads is allowed and its length is limited only by the length of the advertisement (toplayer, videoad, in-stream videoad – up to 30 seconds, e-spot – up to 10 seconds).
Detailed rules of placing audio in advertisements displayd in Onet.pl are determined in the document “Advertising on Onet.pl – technical speification” avaliable here.

E-mailing is sent as follows:
a) the target group is defined (according to information from registered users data base);
b) the validity period of e-mailing is defined (usually 30 days, it can be made shorter on demand without any extra fee) – during this period e-mailing is sent to the users that login to their e-mail accounts;
c) the percentage of target group possible to be reached in the e-mailing validity period is determined, therefore the number of e-mail accounts, the mailing is to be sent to, is defined;
d) E-mailing messages are delivered to users when they access to e-mail accounts for the first time in the e-mailing validity period.

What you can find interesting are the RATE-CARD prices: from 1 EUR (channel advertising) to110 EUR/CPM (the prices in their rate-card are expressed in zlots – I made the conversion above).
The most expensive ads are provided by the the video streamings – targeted on the business channels can reach over 150 EUR/CPM.
I estimate that the average selling price is 30 EUR/CPM, triple if we compare it to the local Romanian average.