Clicks from European cities

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  • February 13, 2014
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Internet users from Warsaw, Kiev and Budapest generate the majority of clicks that ended up with a purchase. On the other hand, the highest click rates were registered in London and Madrid – shows an analysis of advertising campaigns conducted by RTB House in 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.