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.
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 CTR and ATS performance was above the overall global average for almost all major branded content 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.
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.
Next week we’ll take a closer look at individual performance by major market.
Polar’s Snapshot of Global Branded Content Performance presents the complete picture for major markets and publishers this past quarter.DOWNLOAD FREE COPY