European consumers much prefer to engage with ads on mobile and tablet devices than on their PCs, despite the fact that businesses allocate a higher spend to desktop display advertising, research has found.
Adform’s European RTB (real-time bidding) Trend Report found that advertising on tablets has a 65 per cent higher click-through rate than desktops, while mobile has a 50 per cent higher rate than desktops.
However, only 2.1 per cent of the total spend on RTB advertising is allocated to these devices.
The research also found that CPM (cost per mille) rates for RTB-traded inventory have doubled over the past 12 months, and that display ads placed above the fold of receive double the click-through rates of those that require consumers to scroll down the web page.
Gustav Mellentin, CEO at Adform, said: “The RTB industry is booming but European advertisers are still testing the waters. 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.
“The fact that CPM rates have doubled over the past year shows that RTB-traded inventory is a ‘win win win’ for publishers, advertisers and consumers. Publishers can increase the value of RTB-traded inventory, advertisers will see more premium RTB-traded inventory becoming available and consumers will be served ads that are increasingly more relevant to their interests.”