RTB Index – December 2017

11.1.2018, RTB Index

December displayed the effectiveness of various RTB ad formats in peak season. Compared to November, the average CPM for the entire R2B2 Multiscreen network increased by less than 2%, while the CTR increased by 6%.

RTB Index – December 2017

In absolute figures that was €2.50 for the CPM and 0.61% for the CTR. The final part of the main season revealed differences in the effectiveness of various formats. The CTRs for Videos and Skins were not very good. Despite this, these formats maintained CTRs above 1%. Banners 300×600 experienced a more noticeable drop in performance with an average CTR of 0.11% and a CPM of €1.80 which caused the CPC to jump to €1.58. But on the other hand, Native ads did well in December. Compared to November, Native ad interactivity improved by 24%, while the CPM fell by about 13%.

TV Banners recorded a significant decline in CTR, 38% to be exact, compared to the previous month. The price of this format remained nearly unchanged at a final value of €20.68.

Banners

300×600 px

0,11 %
CTR
€1.80
CPM
€1.58
CPC

Skins

1,00 %
CTR
€4.60
CPM
€0.46
CPC

Mobile Skins

1,82 %
CTR
€2.38
CPM
€0.13
CPC

Native Ads

1,04 %
CTR
€1.98
CPM
€0.19
CPC

Videos

preroll, outstream

1,33 %
CTR
€5.43
CPM
€0.41
CPC

Television banners

1,19 %
CTR
€20.68
CPM
€1.74
CPC