Which online advertising formats were the most popular among the countries of Central and Eastern Europe? On which devices could internet users see the most creatives?
The latest gemiusAdMonitor report presents detailed data on the online advertising market in 13 countries of Central and Eastern Europe. The collected data concerns the effectiveness of individual online advertising formats, such as: the share of impressions on particular devices, the viewability rate, or the click-through rate of creatives broken down by individual advertising industries, i.e. CTR.
How often are rich media formats used?
Advertising campaigns in the Central and Eastern European region were created mainly on the basis of standard advertising formats. On average, 81 percent of online campaigns in all analysed countries used banners. This format was most willingly used on the Estonian market - 92 percent. The lowest rate was recorded in Poland, where the share was 64 percent.
Polish advertisers used rich media creatives in their campaigns much more often than marketers from other countries. Nearly half of the campaigns aired in Poland, 46 percent, were rich media creatives, followed closely by Ukraine - 56 percent. In Latvia, on the other hand, it was the least popular advertising form - 14 percent. In all analysed countries, rich media formats enjoyed lower popularity than standard banners. On average, they were used in 33 percent of all advertising campaigns.
Favourite devices for displaying online campaigns
Lithuania, as one of the 13 surveyed countries, recorded the largest share of ad impressions on desktop computers and laptops - as much as 83.7 percent. The next country was Estonia - 80.5 percent. For comparison, in Poland the study showed that this share was 65.7 percent.
The country with the highest share of impressions on smartphones turned out to be Romania with a result of 43.9 percent, i.e. 13.3 percent less than in Poland. The smallest share of advertising impressions on smartphones was recorded in Lithuania - 8.6 percent.
Terms from the article
CTR — Click-Through Rate. A percentage indicator showing what portion of people who saw an ad, link, or email clicked on it. It is used to assess the attractiveness of the creative, the message, and the fit of targeting.
Why it matters: It measures the first reaction to the message: how many of those who saw it clicked. It quickly shows whether the creative and the topic even hold attention at all.
When to use it: When evaluating advertising creatives, mailing subject lines, and audience selection; always alongside conversions, not instead of them.
What you risk by omitting it: Without click-through rate, you cannot distinguish an ignored campaign from an effective one — impressions grow and no one goes any further.
