2019-04-03 08:54

Report: CTR decrease in the second half of 2018

Estonians have made approximately 5.4 clicks for every 1000 banner expositions according to newest gemiusAdMonitor report.

Although according to AdMonitor report, the average CTR in Estonia had increased in the last four years, the second half of 2018 shows average CTR decrease from 0,64% to 0,54%. As reported previously, CTR rates in 2016 and 2017 were up from 0,51% to 0,56%, reaching 0,64% in early 2018. 

In countries where the research was conducted, most clicks on banners were made in Ukraine (1.14% or approximately 11.4 clicks for every 1000 banners) and Poland (0.89% or about 8.9 clicks), leaving Moldova in the third place (0.83% or 8.3 clicks).

Most popular – display ads


For the second half of 2018, the highest number of ads displayed were on the computer – around 80%, which is 2% points less than in the beginning of the year. Among other countries, impression ratio on computer was also high in Poland (72%), but in Serbia and Romania this indicator was only around 41%. Meanwhile about 17% of ads were shown on mobile phones and around 3% – on tablets.

The most popular ad format by impressions was display ads. The share of impressions on computer was around 80% for display ads and 58% for video ads. Almost like in the beginning of the year average CTR for video formats was greater than that of display ads and amounted up to 6.31% on tablets and 6.11% on mobile phones, as well as about 3.46% on computers. As in the first half of 2018, for every 1000 video expositions on phones and tablets Estonians clicked around 6 times, whereas on computers only 3.5 times.

The most clicks were made for ads displayed on computers with almost 60%, about 35% of clicks - on mobile phone ads, leaving tablets behind with the least amount of clicks – about 5%.

The highest CTR for display ads was shown for mobile phones with 1.25%, but the lowest – for computers with 0.38%. Therefore, for every 1000 display ad expositions on mobile phones Estonians are more likely to click 1 time, whereas for computers this number is considerably lower with around 0.4 clicks.


gemiusAdMonitor is a periodical report prepared by Gemius. Every half year Gemius analyses the performance of ad formats and click-through rate for them. The sources of data are gemiusDirectEffect and AdOcean ad server, which remain to be the leading online advertisement monitoring systems in the CEE region. Newest data about the second half of 2018 is available at www.admonitor.gemius.com.

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