Which adverts do internet users click on most often?
Media consumption

Which adverts do internet users click on most often?

Of 12 countries studied, internet users in Poland click on displayed ads most often. Find out the click-through rate (CTR) for the remaining 11 countries and share the latest Gemius report with your friends.

The report shows that the most popular form of online advertising is the standard banner, displaying information or advertising content in graphic form, often with a link to the promoted website. In most of the analysed countries, more than 80 per cent of online adverts are banners, while between 10 and 42 per cent of campaigns included multimedia advertising (rich media).

In Poland alone, this proportion is reversed. Adverts rich in multimedia elements (rich media) were used in 84 per cent of campaigns, while 41 per cent of campaigns used standard banners.

Click rate versus advertising form

While standard banners have enjoyed considerable popularity among advertisers, this data shows that internet users click on them relatively rarely (CTR below 0.5 per cent). Meanwhile, pre-roll ads, i.e. those containing a brief film, have a distinctly higher click-through rate (between 5.7 and 2.6 per cent) in most of the analysed countries (Serbia, Bulgaria, the Czech Republic, Lithuania, Hungary, and Slovakia).

In Poland, the highest click-through rate (4.1 per cent) was observed for the interstitial ad format, i.e. full-page ads that appear before a user reaches a website.

The data comes from the gemiusAdMonitor report, a comprehensive study of the most popular advertising formats, the dominant sectors in online advertising, and trends in mobile advertising, covering 13 countries in Central and Eastern Europe: Estonia, Bulgaria, Croatia, the Czech Republic, Lithuania, Latvia, Poland, Romania, Serbia, Slovakia, Slovenia, Ukraine and Hungary.