RTB Index – December 2018

10.1.2019, RTB Index

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.

RTB Index – December 2018

December’s average CPM for programmatic ads on R2B2 Multiscreen was €1.88, a 8% drop from the previous month. Conversely, the average CTR across the entire network increased to 0.49%. The CTRs for the selected formats in the RTB Index improved only slightly in comparison to November. Native ads made the greatest jump with 10% growth and a final CTR of 0.78%. On the other hand, the CTR for Banners 300×600 fell by 6% to 0.08%. The biggest changes in price were recorded for mobile formats, namely Interscroller and Mobile Skins. The CPM for both formats increased by 10% from month to month. Prices of videos also went up, increasing by 5%, which reinforced their position as the most expensive format with an average CPM of €6.27.

Since November, the average CTR for TV banners has held steady, thus in December it again exceeded the 2% threshold. The average CTR for programmatic campaigns on HbbTV was 2.16%. The CPM also didn’t change much. It grew to 463 CZK.

Banners

300×600 px

0.08%
CTR
€1.20
CPM
€1.58
CPC

Skins

1.01%
CTR
€5.30
CPM
€0.53
CPC

Mobile Skins

1.87%
CTR
€2.78
CPM
€0.15
CPC

Interscroller

0.72%
CTR
€4.81
CPM
€0.67
CPC

Native Ads

0.78%
CTR
€1.64
CPM
€0.21
CPC

Videos

preroll, outstream, bumper

1.80%
CTR
€6.27
CPM
€0.35
CPC

Television banners

2.16%
CTR
€18.00
CPM
€0.84
CPC