RTB Index – January 2018

13.2.2018, RTB Index

After a price increase during the high season, trends have reversed, and the average prices for an RTB ads in the R2B2 Multiscreen network fell 20% in January. The CTR headed in the same direction, with the average for the entire network dropping 12%.

RTB Index – January 2018

In absolute values, the results were an average CPM of €1.99 and CTR of 0.54%. However, for almost all the selected formats in the RTB Index, apart from Native Ads, the CTR did the opposite—it rose. This was especially true for both types of Skins, which grew month-on-month by 67% for Takeover Skins and 38% for Mobile Skins. The CTR for Native Ads dropped 20%.

In January, most of the campaigns run on HbbTV had banners that weren’t clicked on. This resulted in a sharp decline in the average CTR for TV Banners which plummeted to a historic low of 0.35%. Despite a 15% drop in the CPM, the CPC climbed to a final €5.04.

Banners

300×600 px

0.12 %
CTR
€1.27
CPM
€1.06
CPC

Skins

1.67 %
CTR
€4.40
CPM
€0.26
CPC

Mobile Skins

2.52 %
CTR
€2.98
CPM
€0.12
CPC

Native Ads

0.83 %
CTR
€1.77
CPM
€0.21
CPC

Videos

preroll, outstream

1.52 %
CTR
€4.56
CPM
€0.30
CPC

Television banners

0.35 %
CTR
€17.54
CPM
€5.04
CPC