RTB Index

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

RTB Index – June 2019

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.

The average ad price for the R2B2 Multiscreen network didn’t change much. The selected online formats, however, were less expensive, with prices for TV banners dropping by more than a quarter.

In September, the CTR for the R2B2 Multiscreen network increased, even though the selected formats did not improve. TV Banners grew in effectiveness as well as in price.