The first half of 2018 went to Mobile Skins, as far as clickability is concerned. During this time, their CTR held strong above 2%. In July, they were replaced by a new addition to the RTB Index, Interscroller. However, this particularly large mobile format was only in the lead for one month before being replaced by video ads. Video ads include formats such as Pre-Roll, Outstream, and the new format Bumper. In the last two months of 2018, Mobile Skins again got the most clicks.
CTR of selected formats in R2B2 Multiscreen ad-network during 2018
Compared to 2017, Native Ads recorded the biggest leap in CTR, which in the first eight months improved by an average of 110% and in May three times as much. Banners 300×600, on the other hand, recorded the biggest drop. Their average CTR fell by two-thirds of the average rate in 2017, and with an annual average of 0.11%, it was the least-clicked-on format in the R2B2 Multiscreen network. The most stable format was the desktop format Takeover Skins, whose average CTR decreased by a mere 2 percent.