February 22, 2018
2017 was a successful year for the publishing industry! We estimated that global branded content spend was approximately $5 billion USD, and is expected to reach $7 billion in 2018. Anticipating this strong growth, we are releasing our branded content benchmarks report that looks at aggregate data for 2017. This newest report deep-dives into global trends, device performance and a geo-specific analysis for major markets such as Australia, United Kingdom, and United States.
At Polar, we are dedicated to supporting the premium publishing industry. We work extensively to ensure publishers get the attention and recognition they deserve by providing a technology solution that aims to grown premium publisher’s branded content business. Our platform offers insights reporting that allows our publishing partners to action on best practices that will help drive branded content performance and growth.
Before we dive into the benchmarks data, it’s important for you to understand the reader experience and how this is measured. In this report, the reader experience is measured by two metrics, click-through rate (CTR) and average engagement time (ATS) or dwell time.
CTR Performance Peaked In Q2 Last Year, beating the global average of 0.24 percent by 11 percent. The remainder of the year stayed consistent, hovering around the overall global average click-through rate.
As you can see, the first 3 quarters of 2017 were all above the global average of 110 seconds. Q1 proved to be the champion, beating the global overall average by 8 percent.
Smartphone proved itself worthy in 2017, demonstrating its strong performance as the prominent device for branded content consumption. Below shows a breakdown by quarter of share of views between desktop, smartphone and tablet.
Over the past year, mobile has continued to be the primary driver of views to branded content. As you can see, smartphone and tablet had the strongest click-through performance, both outperforming the global average CTR of 0.24 percent.
Readers that consume branded content on their smartphones surpassed readers that consume on desktop and tablet. Smartphone outperformed the global average engagement time of 110 seconds by 17 percent.
Polar’s newest benchmarks provides an in-depth look at how branded content is performing across different device types, publisher verticals and geographies for major markets including Australia, United Kingdom and United States.
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Polar’s Snapshot of Global Branded Content Performance presents the complete picture for major markets and publishers this past year. This benchmarks report presents a detailed look at global aggregate performance data, as well as specific performance across Australia, United States, and United Kingdom.DOWNLOAD FREE COPY