With Branded Content, Mobile Outperforms Desktop Across The Board: Q1-2017 Benchmarks

April 18, 2017

With Q1 at a close, we can now take a look at the aggregate trends in branded content performance. Polar’s latest Global Branded Content Performance Benchmarks presents the complete analysis across our major markets this past quarter. But first, let’s take a closer look at mobile and why it’s strong  performance is defining digital branded content  strategies this year.

Global Trends

The global average click-through rate (CTR) to branded content was 0.30% in Q1 while average engagement time (ATS) was 1 minute and 51 seconds. The  the most exciting story was the strong performance of branded content on mobile. As strategies continue to evolve, mobile has become an increasingly important, if not vital, cog in the publisher revenue machine. For many publishers, overall mobile traffic now exceeds 50 percent, particularly when factoring off-site mobile audiences on Google’s AMP or Facebook Instant Articles.Yet, most publishers would admit that mobile is nowhere near representing 50 percent of their revenue.

Mobile Performance Highlights:

  • Mobile CTR was 30 percent higher than the global average across all devices, and 50 percent higher than desktop.
  • Mobile ATS was 22 percent higher than the global average, and 38 percent higher than desktop.

Mobile CTR and ATS performance was above the overall global average for almost all major branded content markets.

  • UK had a below average mobile CTR, yet boasted the longest dwell times on mobile compared to other regions.  
  • Mobile dwell time was 15 seconds higher than the global average in the UK.
  • Mobile ATS matched or beat all comparative desktop performances for the US, UK and Australian markets.

Global trends now suggest mobile is quickly becoming the primary driver of views to branded content. Views on desktop continue to represent a smaller  proportion  due to slower growth when compared to mobile.

  • US publishers had the greatest proportion of mobile clicks at 46 percent – seven percent greater than the global average.
  • Australia and UK were  slightly below the global average, as  these markets continue to refocus their mobile-first strategies.
  • US publishers have generally been faster to adopt better promo formats for mobile and have designed content experiences for smaller screens.

See More In The Full Report

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.

Stay Tuned

Next week we’ll take a closer look at individual performance by major market.


JULY 2017

Polar’s Snapshot of Global Branded Content Performance presents the complete picture for major markets and publishers this past quarter.