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Clicks on ads from European cities
The research included 22 European cities in which citizens were displayed banner ads by RTB House in January 2014. All the creatives used RTB (Real-Time Bidding) – a technology enabling purchase and sale of individual page views in real time.
The data indicate that Warsaw, Kiev and Budapest are the cities where adverts displayed by RTB House are clicked the most. The percentage of clicks amounted to nearly 30 pct., 22 pct. and 10 pct., respectively. The majority of clicks that ended up with a purchase were reported in Warsaw, Kiev and Budapest as well. As a result of campaigns conducted by RTB House, the inhabitants of Warsaw made nearly 28 pct., Kiev 18 pct. and Budapest more than 14 pct. of all transactions.
Moreover, the analysis points out that the highest CTR (click-through rate), i.e. the relation between the number of clicks and ad displays, was observed in London and Madrid (both noted nearly 0.4 pct.). In practice, this means that 1K displays brought 4 clicks on banner advertisements.
The data is derived from a tool for personalized retargeting by RTB House. The analysis includes: Amsterdam, Berlin, Brussels, Bucharest, Budapest, Copenhagen, Dublin, Helsinki, Kiev, Lisbon, London, Lviv, Madrid, Moscow, Oslo, Paris, Prague, Rome, Stockholm, Vienna, Warsaw and Zagreb. The results concerned a sample of 50 m banner ads.
A technology 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.
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