November 08, 2017
Q3 Branded Content Benchmark results are in and the data suggests mobile continues to be the main driver of views to branded content. Our benchmarks report presents a detailed look at global aggregate performance data, as well as specific performance for Australia, United States, and United Kingdom.
CTR for branded content drivers (native ads) was 0.24% in Q3. The average time spent (ATS) engaging with branded content was 1 minute and 48 seconds. Overall, CTR improved by 4 percent and ATS improved by 11 percent from Q2, 2017. As with the first half of 2017, the big story is centered on the strong performance of branded content on mobile.
Mobile CTR increased roughly 21 percent to 0.34% from the previous quarter. Average time spent on mobile was consistent with the previous quarter, remaining at 2 minutes and 10 seconds.
Global trends continue to suggest that mobile is the primary driver of views to branded content.
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