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BizReport : Advertising : March 18, 2013
Adform: CTRs of ads on tablets 65% higher than desktop
According to new data released by Adform, CPM rates for real-time bidding inventory have doubled in the past year with ads on tablets attracting the highest engagement and click-through rates.
European advertisers continue to allocate more spend to desktop display advertising than they do mobile and tablet, found Adform. However, it seems European consumers prefer to engage with ads on mobile and tablet devices.
According to Adform, the performance of mobile and tablet ads has previously been a concern for advertisers and, consequently, just 2.1% of their real-time bidding (RTB) ad budgets were allocated to these devices.
However, Adform's latest European RTB Trend Report reveals that mobile devices attract the highest engagement levels. Ads on tablets had click-through rates 65% higher than desktops and mobile 50% higher.
"The RTB industry is booming but European advertisers are still testing the waters," says Gustav Mellentin, CEO at Adform. "To keep up to date with on-the-go consumers, advertisers need to run display campaigns on all the screens that consumers are using and over the sites that they're interested in".
Tags: ad inventory, advertising, cost per million, Europe, mobile ads, real-time bidding
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