However, advertisers in the travel industry tend to almost completely ignore the desktop, with only 12.97% of ads served on these devices, focusing on Android smartphones (26.43%).
The retail, education, internet and telecommunications sectors agree with the travel sector in their preference for Android smartphones.
As regards differences compared to other countries, Spain is more linked to desktop devices than other countries: one in three ads (31.05%) are shown on this type of device.
Even though ads created in responsive HTML indonesian phone numbers are easier to manage, thanks to their “ one size fits all ” approach, the reality is that they still do not dominate the overall market (43.28%), compared to standard ads, including static images or traditional gifs (53.72%).
If we look more closely at most industries, we can see that only travel websites use HTML ads prominently (55.06%), while other industries still use images almost exclusively (up to 88.74%).
Speaking about Spain, we see that, on average, 2 out of 3 ads analyzed are images (static or animated), which means that many Spanish advertisers are not yet accustomed to the advantages of the HTML format.
One in three ads is a leaderboard
Interestingly, thanks to the analysis carried out, we have discovered that the most viewed size does not correspond to the ads that Google considers to have the highest performance (300x250 and 336x280).
The most popular size is 728x90, also called leaderboard, used by all countries and industries, leaving other formats and sizes far behind, with 35.38% of advertisements worldwide.
If we look at our country, we do not observe major differences: 32.57% of the ads we have analyzed are also in leaderboard format, followed by 300x250 (mobile leaderboard) and 160x600, also known as wide skyscraper.
These ad sizes are definitely worth paying attention to!
In the following infographic you will find a summary of what we have discussed:
Display Advertising Facts - SEMrush Study 2017
What does all this mean for marketers?
It is always interesting to keep up to date with global trends, however, when it comes to planning a campaign, it is important to know the data that affects your sector and your country.