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UK online advertising click through rates fell during Olympics

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By The Drum Team, Editorial

October 25, 2012 | 2 min read

Click through rates for online ads fell during August in the UK, coinciding with the Olympics, research from Infectious Media has found.

The research from the quarterly RTB Insight Report shows the scale of click-through rates from before the Olympics began in July until the figures after the event ended in August.

The report states: “The first map shows a relatively high CTR base-rate for the pre-Olympic summer period, which quickly transitions into decreased CTR at the Olympic start point. As the event continues into August the CTRs are further reduced, to levels that are unusually depressed for the season. Some UK regions are exhibiting rates that are 30% of what they were only a week before. The last map shows post-Olympic CTRs already beginning to recover.”

The report also finds that DACH and Nordic regions displayed the highest cost per thousand in Northern Europe.

Andy Cocker, COO and cofounder of Infectious Media, said: “It is fascinating to see changes in the nations’ mood represented in the behavioural advertising data we see every day. We look at user behaviour at a microscopic level when serving online advertising for our clients, and we see large effects based on small but clearly defined variables.

“Being able to account for such effects in real time, when making the decision whether to show someone an advert, is part of what makes RTB buying of online media so effective.”

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Infectious Media

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