RTB Index – November 2018

10.12.2018, RTB Index

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

RTB Index – November 2018

November’s average CPM for the entire R2B2 Multiscreen network was €2.04. After stagnating in October, it increased by 11% the following month. The average CTR also rose, though only by 2% to 0.47%. However, that wasn’t true of the selected online formats in the RTB Index, whose CTRs dropped significantly compared to October. Banners 300×600 fell by 18%, Interscroller by 17%, and the format that took the third biggest hit was Native ads with a CTR 12% lower than the previous month. The only format with a higher CTR than in October was Mobile Skins, which was up 5%.

The average CTR for HbbTV campaigns in November was 2.17%, which was a jump up of 35%. The average CPM also grew, rising 14% to €17.91.

Banners

300×600 px

0.08%
CTR
€1.20
CPM
€1.49
CPC

Skins

1.00%
CTR
€5.18
CPM
€0.52
CPC

Mobile Skins

1.84%
CTR
€2.51
CPM
€0.14
CPC

Interscroller

0.71%
CTR
€4.38
CPM
€0.62
CPC

Native Ads

0.70%
CTR
€1.69
CPM
€0.24
CPC

Videos

preroll, outstream, bumper

1.76%
CTR
€5.98
CPM
€0.34
CPC

Television banners

2.17%
CTR
€17.91
CPM
€0.83
CPC