The highest click-through rate (i.e. the relation between the number of clicks and ad displays) was shown in Russia at (0.44 pct.). Banners served by RTB House were also clicked most often from markets in Romania (0.42 pct.), Czech Republic (0.40 pct.), Turkey (0.38 pct.) and Ukraine (0.37 pct.).
“We’ve found that ads served via real time bidding are able to achieve significantly higher CTR compared to overall display ad performance,”
The analysis also identified the most effective ads formats. The highest ranked format was a large banner size at 300x600 (CTR: 1.30 pct.) followed by banner sizes at 300x300 (1.03 pct.), 750x200 (0.79 pct.) and 240x400 (0.72 pct.).
The data used in this research was derived from personalized retargeting tools developed by RTB House. The analysis looked at the countries with the highest daily number of impressions for ads served in January 2014. Campaigns were served using RTB House's real-time bidding models, a technology that enables the buying and selling of individual page views in real time.
A tech agency with worldwide operations, developing its own tools for buying inventory and displaying adverts in the Real-Time Bidding model (RTB). As the author of a unique algorithm for personalized retargeting and the creator of TANDEM Effect, an innovative product combining the interests of online shops and manufacturers, the company effectively supports advertisers in Europe, Asia and North Africa.
RTB House operates on 29 markets, including, inter alia: Bulgaria, the Czech Republic, France, Spain, the Netherlands, Morocco, Germany, Poland, Russia, Sweden, Turkey and Ukraine. The company is currently running over 450 advertising campaigns. For its clients buys 2,5 bn. views per month.
The RTB team have been providing their services since 2012. Starting from September 2013 the company operates under the name RTB House.