The biggest mobile impressions share (70 per cent) and viewability rate (64 per cent) of ads dedicated to Trade sector were recognized in Serbia. High percentage of mobile impressions (60 per cent) and viewable ads (59 per cent) of trading campaigns were noted also in Latvia. The lowest share of mobile impressions was recorded in Croatia (37 per cent), while Slovakia noted the lowest viewability rate, only 28 per cent. In this country (Slovakia) over 60 per cent of ads of Trade industry were PC-set.

The highest viewability rate of automotive campaigns was noted, again, in Serbia (68 per cent) and it was much higher than in other countries. The second place was taken by Latvia with a result lower by 15 percentage points  than the leading Serbia. The lowest viewability rate of automotive online  ads was recognized in Slovakia, only 33 per cent.

Mobile impressions share of automotive ads did not exceeded 50 per cent in analysed countries and remained on similar level, between 45-50 per cent. Only in Poland, Slovakia and Slovenia mobile impressions shares in this market sector were ranked lower, on the level of 31-36 per cent.

Contrary to automotive and trade industries, the viewability rate of financial online campaigns did not reach below the level of 30 per cent in none of the analysed countries. The highest result belonged to Serbia (66 per cent), while the lowest to Slovakia (41 per cent). The difference between these two results was significant – 25 percentage points. In Poland financial campaigns recorded viewability rate as high as 56 per cent (the second place in the rank, together with Bulgaria) and were displayed on PC in almost 70 per cent.

Countries where financial ads were displayed mostly on mobile were Romania, Bulgaria and Serbia (57, 56 and 54 per cent respectively).

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