May 01, 2017
With Q1 at a close, we can take a look at the aggregate trends in branded content performance. Polar’s Snapshot of Global Branded Content Performance presents the complete picture for major markets and publishers this past quarter. Let’s take a closer look at our core markets: the United States, the United Kingdom, and Australia, and why their strong mobile performances should dictate where publishers focus their attention in the coming months.
Overall, US CTR performed higher than the global average and ATS is slightly below the global average.
Dwell time with branded content in the UK outperformed both the US and Australia in Q1.
Australia has seen greatest volatility in CTRs over the past few years, but Q1 demonstrated the region has started to stabilize, as the market continues to improve its digital branded content strategy.
Polar’s newest benchmarks report brings to surface mobile trends, global performance, and view distribution for Q1-2017. Get the full 10-page report right here and check out last week’s post focusing on global trends in mobile performance.