Internet display advertising: Banner advertising in standard (banners, skyscrapers, leaderboards...) and non-standard formats (overlays, interstitials) and video banners.
Paid search advertising: Advertising appearing on specific word requests on search engines or premium positions.
Content networks: Contextual advertising appearing on websites according to the content displayed to the user that is selected and served by automated systems using also classical banners display formats.
PPC: This kind of advertising usually has a performance model for the payment of advertising, in which payment is made per click or actually delivered traffic, not for the number of impressions or the time interval as is the case, for example, with banner advertising or preference entries in directories. As opposed to the display advertising, its characteristic includes sale in real prices of advertising. It is used in search advertising, content networks and RTB.
Video advertising: Video advertising: is sometimes considered to be a constituent part of display advertising, however, for the purpose of the research it is monitored separately and includes In-stream video spots (pre-rolls, mid-rolls and post-rolls) appearing before, during or after a video content in the player or an overlay ad or video banners.
Mobile advertising: Mobile advertising: advertisements displayed in the course of internet browsing via a mobile device (phones or tablets) and advertisements targeted at mobile devices in search advertising and content networks. The present survey treats separately only mobile display advertising. Advertisements targeted at mobile devices in search advertising and content networks is included in the networks.
RTB (real-time-bidding) is a type of business model for selling banner advertising targeted at desired audience. In RTB, advertising is sold according to the number of impressions, where each impression is delivered in real time by automatic systems as is appropriate for the required target group. In the RTB model, geographical, linguistic or behavioural targeting of advertising is often used, on the basis of previous activity and the interests of the user. The main characteristic of the RTB model is the auction sale in real prices of advertising.
Online classifieds: paid advertisements in databases of products.
Directories: online versions of printed yellow pages (business listing paid for by advertisers).
PR articles: Paid advertising articles placed amount content articles on the media.
SMS/MMS: paid advertising SMS and MMS distributed by the operators’ networks. The advertising performance of SMS and MMS is not included in the total volume of the internet advertising.
While surveying and processing the results, in the interest of objectivity and the protection of sensitive data, the Ppm Factum agency was commissioned. The survey was conducted during January and February 2016, so that it was based on current closings of individual subjects. The performance of all types of advertising was based on declared performance of individual providers of content, agencies, and operators of advertising networks and mobile operators.
From 57 important internet operators, who were addressed, 25 became actively involved; their media have impact on vast majority of Czech Internet users. All 3 addressed mobile operators provided financial data related to SMS and MMS advertising messages. In order to obtain data on the performance of individual advertising networks, three operators and 53 agencies (media, specialized SEM, web-development were addressed). One operator of an advertising network (Sklik of Seznam.cz) and 24 agencies 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 . Expert estimation was used for breakdown of performance into search and content networks. Three agencies and six operators did not provide their results; therefore data obtained during previous surveys were used.
The outputs show various types of online advertising, using two various prices. In order to arrive at one aggregate number for all forms of internet advertising for the purpose of comparison with other media types, we had to add up the real prices of advertising performance in paid search and advertising networks (no ratecard prices exist) with the ratecard prices of all forms of internet advertising Raising real prices with performance advertising by a hypothetical margin and so improve the overall Internet budget would not be correct. With respect to other media types, estimates of real prices are not available. The overall performance of the internet does not include SMS and MMS campaigns, which cannot be considered as a type of internet advertising.
Description of forms of the internet display advertising is to be found here.