European banner figures underline the fact that European football viewers still prefer to cheer their teams through matches in front of their televisions or at public viewings than across the Internet. When the group stage is finished and the games move onto the first knock out stage, ADTECH predicts the industry will see drops of more than 50 percent in web traffic. It is expected that this may go even higher as the games intensify.
For Dirk Freytag, CEO of ADTECH, the numbers lead to only one conclusion: “Websites have hardly benefited at all from the actual games, in contrast to gains they saw from reporting before and after the matches when they were able to score points with the fast availability of online information.”
For example even an hour before the whistle kicked off English matches, visitor numbers to websites dropped by ten percent. Once the ball got rolling, the ADTECH ad servers recorded just 80 percent of their usual ad impressions. As soon as the English matches are over, delivery performance for banner ads rises by up to ten percent above normal traffic for the time of day during the first 60 minutes after the final whistle.
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