Market sectors with the highest CTR and viewability rates in selected European countries
Gemius analysed how market sectors advertise in the selected European countries (Bulgaria, Croatia, Latvia, Moldova, Poland, Romania and Slovakia) in the first half of 2018. Which market sector recorded the highest CTR and which recorded the best viewability rate? What is the share of PC and mobile impressions on particular markets?
Pharmaceutical ads with the highest CTR
From all analysed countries, the Pharmaceutical online campaigns noted the highest CTR – 2,3 per cent in Slovakia and 1,4 per cent in Moldova. In both countries the share of PC and mobile impressions of Pharmaceutical campaigns was nearly fifty-fifty (Slovakia: 52 per cent of PC and 48 per cent for mobile; Moldova: 58 per cent for PC and 42 per cent for mobile), although the mobile impressions share was lower in either cause. It is worth mentioning that the CTR for Slovakia was significantly higher than the highest average click-through-rate in all other analysed countries.
In Poland and Romania the highest CTR recorded campaigns for the Trade industry (1,3 per cent and 0,6 per cent respectively), but the devices’ share differed significantly. In Poland online ads of the Trade sector were mainly displayed on PCs (66 per cent), while in Romania the PC share was only 45 per cent.
The highest click-through-rate in Bulgaria and Croatia noted Beauty industry (1,1 per cent and 1 per cent accordingly). In Latvia the most clicked market sector was Food and Drink with the 0,7 per cent result.
The mobile share of impressions in Romania was the highest among the all analysed European markets. Only in this country the mobile share for the market sector with the highest CTR exceeded 50 per cent. PC campaigns were the most common in Poland, where the 66 per cent of ads of the most clicked sector (Trade) were displayed on desktop computers and laptops and only 34 per cent on mobile devices. The same low mobile share noted in Latvia for Food and Drink campaigns.
Food and Drink sector with the best viewability rate
The highest viewability rate among analysed countries was recorded for Food and Drink market sector (72 per cent) in Poland. In Latvia the most viewable online campaigns were dedicated to Education – 68 per cent, while in Romania it was Telecommunication sector (62 per cent).
Telecom online campaigns were the most viewable among market sectors in Bulgaria as well, with the 60 per cent result. In Croatia, the leader in campaigns’ viewability was the Trade industry with 59 per cent viewability rate, whilein Moldova thehighest viewabilityrate reached Pharmaceuticals ads – 57 per cent.
Among the analysed market sectors with the highest viewability rate, Romania noted the highest share of mobile devices impressions.Interestingly, the mobile impressions share was significantly higher (68 per cent) than in other analysed countries, where the results remained at 30-40 per cent level. PC-run campaigns of the most viewable sectors were most common in Poland and Slovakia – in both countries the share of impressions of laptops and desktop computers was equal to 70 per cent.
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