RTB Index

In August, the CPM rose for all formats except videos and 300x600 Banners. The biggest change was recorded for 300x600 Banners whose CPC fell from 27 CZK to 17 CZK. This is the lowest CPC this format has had over the past year. The CTR for videos increased from 0.69% to 1.30%, and the CTR for Mobile Skins has also continued to climb.

RTB Index – August 2019

In July, video ads were the cheapest they have been this year (CPM 126 CZK). CTRs for Mobile Skins have been steadily climbing since March (2.31%). As far as HbbTV formats, more click-through campaigns have been sold, thus CTRs have been rising rapidly and CPMs for TV banners have been decreasing. July’s average CPC for HbbTV banners was 15 CZK—the cheapest so far this year.

In June, CPMs for video ads grew the most. CPMs also increased for Takeover Skins (by 2.6%) and Mobile Branding (by 5.7%).

In May, CTRs for video ads rose significantly, as did the number of clicks for Mobile Skins. On the contrary, the CTR for TV Banners dropped sharply.

In April, the prices of Takeover Skins decreased yet again, this time by 10%. The CTRs for Mobile Skins and Native Ads grew, while TV Banners held steady.

The premium formats Takeover Skins and Interscroller were less expensive in March. On the contrary, Mobile Skins, despite a noticeable drop in CTR, cost 5% more. TV Banners returned to a CTR of over 2% becoming the format with the highest CTR.

Out of all the RTB ad formats in R2B2 Multiscreen, only the prices for mobile formats and Takeover Skins fell in February. TV banners and video ads still had the highest CTRs, although they were below 2%.

The prices of RTB ads on R2B2 Multiscreen fell in January. Conversely, CTRs for the selected formats grew. Television banners and video ads had the highest CTRs.

Programmatic advertising grows by tens of percent each year. The Czech ad tech company R2B2, which operates a digital ad network, has compiled an overview of the trends in pricing and performance for selected ad formats in the year 2018. The data comes from the RTB Index that R2B2 publishes on a monthly basis.

In December, CTRs for ad formats in the R2B2 network rose. TV banners again reached a CTR of over 2%. Price increases mainly affected mobile formats.

In November, prices of RTB ads in the R2B2 Multiscreen network increased, but CTRs for the selected formats did not. TV banners flourished.