Russia, Romania and Czech Republic have the highest number of clicked ads, according to an analysis of the advertising campaigns conducted by RTB House. According to the same analysis, large ad formats post the highest click-through rates.
The highest click-through rate (CTR) was in Russia (0.44 pct.). Banners served by RTB House were also clicked most often from markets in Romania (0.42 pct.), Czech Republic (0.40 pct.), Turkey (0.38 pct.) and Ukraine (0.37 pct.).
We’ve found that ads served via real time bidding are able to achieve significantly higher CTR compared to overall display ad performance (…) For instance, the results show an average CTR for standard solutions in Romania at 0.21 pct. and Czech Republic at 0.14 pct. This is in comparison to the more successful personalized retargeting figures: Romania (0.42 pct.), Czech Republic (0.40 pct.). The key to better results based on ads served by RTB, is to personalize the content displayed. This shows us that there is a higher chance that a user will click on an advertisement tailored to his/her preferences and follow through on a purchase
The analysis also identified the most effective ad formats: the highest ranked format is the large banner size 300×600 (CTR: 1.30 pct.), followed by 300×300 (1.03 pct.), 750×200 (0.79 pct.) and 240×400 (0.72 pct.) banners.
The data used in this research was derived from personalized retargeting tools developed by RTB House. The analysis looked at the countries with the highest daily number of impressions for ads served in January 2014. Campaigns were served using RTB House’s real-time bidding models, a technology that enables the buying and selling of individual page views in real time
A tech agency with worldwide operations, developing its own tools for buying inventory and displaying adverts in the Real-Time Bidding model (RTB). As the author of a unique algorithm for personalized retargeting and the creator of TANDEM Effect, an innovative product combining the interests of online shops and manufacturers, the company effectively supports advertisers in Europe, Asia and North Africa. RTB House operates on 30 markets, including, inter alia: Bulgaria, the Czech Republic, France, Spain, the Netherlands, Morocco, Germany, Poland, Russia, Sweden, Turkey and Ukraine. The company is currently running over 450 advertising campaigns and buys, for its clients, over 2,5 bn. views per month.