The month of May brought significant fluctuations in performance but not prices. The average CPM decreased by only 2% to €3.08. On the other hand, the average CPC rose from €0.32 to €0.36. The average CTR fell by 13% to 0.86%, reaching levels similar to those in March of this year.
TV Banners, which have recently begun to be monitored, recorded a 6% drop in the CTR to 2.18%. The CPM increased by 2% to €16.90. This was due to an increase in the use of Push 2 Play. The CPC rose by €0.06 to an average of €0.78.
As far as online formats, there was a greater fluctuation in the CTR of Video ads with a month-on-month decrease of 23%, while Banners fell by 22%. The only significant price change recorded for online formats was for Native ads whose CPM increased by 22% to €1.96, while at the same time the CPC rose by 21% to an average of €0.62.