Internet users from Warsaw, Kiev and Budapest generate most of the clicks that end up with a purchase, while the highest click rates come from London and Madrid, according to an analysis of made on advertising campaigns conducted by RTB House in European cities.
The research included 22 European cities where people were served banner ads by RTB House in January 2014. All the creatives used RTB (Real-Time Bidding) – a technology enabling purchase and sale of individual page views in real time.
The data indicate that Warsaw, Kiev and Budapest are the cities where adverts displayed by RTB House are clicked the most. The percentage of clicks amounted to nearly 30 pct., 22 pct. and 10 pct., respectively. The majority of clicks that ended up with a purchase were reported in Warsaw, Kiev and Budapest as well. As a result of campaigns conducted by RTB House, the inhabitants of Warsaw made nearly 28 pct., Kiev 18 pct. and Budapest more than 14 pct. of all transactions.
Moreover, the analysis points out that the highest CTR was observed in London and Madrid (both noted nearly 0.4 pct.). In practice, this means that 1K displays brought 4 clicks on banner advertisements.
The data is derived from a tool for personalized retargeting by RTB House. The analysis includes: Amsterdam, Berlin, Brussels, Bucharest, Budapest, Copenhagen, Dublin, Helsinki, Kiev, Lisbon, London, Lviv, Madrid, Moscow, Oslo, Paris, Prague, Rome, Stockholm, Vienna, Warsaw and Zagreb. The results concerned a sample of 50 m banner ads.
RTB House – a technology agency with worldwide operations. Creator of technology for buying inventory and displaying adverts in the RTB (Real-Time Bidding) model. Author of a unique algorithms for personalized retargeting. Provider of effective solutions aimed at supporting clients in selection of advertising messages to groups of potential customers defined by their online behaviour.
RTB House operates on 28 markets in Europe, Asia, and northern Africa. The company is currently running nearly 450 advertising campaigns. For its clients buys 2,5 bn. views per month.
The RTB team have been providing their services since 2012. From September 2013 the company operates under the name RTB House.