Standard banners remain the most popular online ad formats in the campaigns running in CEE. The gemiusAdMonitor report shows that the biggest click rate is registered by rich media banners and that Polish consumers are the ones to click banners most often.
In most of analyzed countries, over 80% from online treads are standard banners. On the other hand, rich media banners increase in popularity and, depending of country, the multimedia content is present in different percentages: just 10% of campaigns in Estonia and Slovenia include rich media banners, while 42% campaigns running in Croatia and Czech Republic are using multimedia content.
In Romania, over 90% online campaigns are using standard banners. The regional trend is reflected on Romanian market, therefor rich media is gaining ground and is present in over 25% campaigns, along with standard formats. The most popular rich media formats are Interstitial (16% campaigns), Video (4.79%), Preroll and Expand (1.68%). The top of the formats is lead by 300 x 250 (56%), 728 x 90 (49%) and 160 x 600 (25%) banners.
The highest click rate in the region is in Poland (0.68%) and the lowest in Serbia (0.16%).
At region’s level, rich media banners are generating CTR higher than the standard banners.