According to Gemius AdMonitor report about the first half of year 2018, Estonian click-through rate or CTR for 1000 banner expositions has been 0.64%, which means that for every 1000 campaign banners Estonians have made approximately 6.4 clicks. However, most clicks on banners during the first half of 2018 have been made in Ukraine (1.15% or approximately 11.5 clicks for every 1000 banners), Poland (0.92% or about 932 clicks), and Turkey (0.88% or 8.8 clicks).

If compared to previous reports, the general average of CTR in Estonia is increasing. For example, during the same time period last year Estonia’s CTR was 0.51%, however, this year it has increased by 0.13% or by approximately 1.3 clicks.

Most popular ad type – display banners

In the first half of 2018 display ad formats were more popular than video or interactive ad formats in all analyzed countries. In Estonia approximately 95% campaigns used display ad format, whereas video ad formats were used only for 6% of all campaigns. However, in its neighboring country Latvia video ad formats were slightly more common – they were used in approximately 8% of campaigns, but traditional banners were used in 95% of campaigns.

Those countries, which use regular banners less often, have shown a higher rate of video ad format usage. For example, Poland shows the lowest share of display ads with 68%, however, it also shows the highest number of video ad format usage where around 36% of campaigns used interactive formats. Similarly, in Turkey about 86% of campaigns used traditional banners and approximately 32% of all campaigns used interactive formats.

Although display ad formats have been more common in Estonia, the report shows that interactive banner CTR is considerably higher than that of display ads. CTR metrics for display ad formats amount to 0.41%, whereas for video ad formats it amounts up to 4.82%. This means that for every 1000 interactive ads, Estonians have clicked around 4.8 times, however, for regular banners Estonians made 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 first half of 2018 is available at www.admonitor.gemius.com.