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2015-06-02 08:26

Which adverts do internet users click on most often?

Of 12 countries studied, internet users in Poland click on displayed ads most often. Find out the click-through rate (CTR) for the remaining 11 countries and share the latest Gemius report with your friends.

In a recent report entitled ‘Most popular display ads - gemiusAdMonitor report, Q3 - Q4 2014’, Gemius presented an analysis of the most popular online ad formats in selected European countries. The data relates to Bulgaria, Croatia, the Czech Republic, Estonia, Lithuania, Latvia, Poland, Romania, Serbia, Slovakia, Slovenia, and Hungary and comes from the last two quarters of 2014. The analysis focussed on the click-through rate (CTR), which is calculated by dividing the number of clicks on an advert by the number of recorded impressions, views or queries.

Polish internet users click on ads most often

The report shows that the highest click-through rate (CTR average) was achieved by advertising campaigns in Poland (0.68 per cent). Bulgaria and Slovenia came in second, with the same click-through rate value (0.49 per cent). Lithuania was in the third place (0.42 per cent).

In Poland alone, multimedia ads are more popular than standard banners

Advertisers have many types of internet advertising at their disposal. These can be divided by format, expressed in pixels (e.g. 300×300, 400×250), or by creative strategy, expressed either in pixels or in a particular form (e.g. pre-roll – advertising in the form of a short film, wallpaper – advertising which changes the background of a webpage, or interstitial – a full-page ad which appears before a user reaches their selected website).

The report shows that the most popular form of online advertising is the standard banner, displaying information or advertising content in graphic form, often with a link to the promoted website. In most of the analysed countries, more than 80 per cent of online adverts are banners, while between 10 and 42 per cent of campaigns included multimedia advertising (rich media).

In Poland alone, this proportion is reversed. Adverts rich in multimedia elements (rich media) were used in 84 per cent of campaigns, while 41 per cent of campaigns used standard banners.

Click rate versus advertising form

While standard banners have enjoyed considerable popularity among advertisers, this data shows that internet users click on them relatively rarely (CTR below 0.5 per cent). Meanwhile, pre-roll ads, i.e. those containing a brief film, have a distinctly higher click-through rate (between 5.7 and 2.6 per cent) in most of the analysed countries (Serbia, Bulgaria, the Czech Republic, Lithuania, Hungary, and Slovakia).

In Poland, the highest click-through rate (4.1 per cent) was observed for the interstitial ad format, i.e. full-page ads that appear before a user reaches a website.

The data comes from the gemiusAdMonitor report, a comprehensive study of the most popular advertising formats, the dominant sectors in online advertising, and trends in mobile advertising, covering 13 countries in Central and Eastern Europe: Estonia, Bulgaria, Croatia, the Czech Republic, Lithuania, Latvia, Poland, Romania, Serbia, Slovakia, Slovenia, Ukraine and Hungary.

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