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Branded Content Performance in Focus

Posted on 8.14.2016

Branded content (a phrase that many use interchangeably with native advertising) is getting a serious look from both publishers and advertisers alike these days, but is it living up to the hype?

A recently released study on branded content released by Toronto-based Polar examined click-through rates and average time spent of these native/branded ad units, analyzing how they performed across different device types, publisher vertical and geographies.

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Polar found that the overall average CTR remains steady at 0.31% throughout the first half of 2016, while ATS dipped slightly to 2 minutes and 36 seconds in Q2. It's not necessarily time to panic however. Click-through rates on mobile devices performed 19 percent better in Q2 2016, and tablets performed 29 percent higher on averaged when compared year-over-year. The benchmark report found that the average time spent (ATS) tells the opposite story. While mobile and tablet performed 13% and 21% below the average, respectively, desktop ATS performed 20% better than the average of 156 seconds. There seems to be some hope for native advertising, err, branded content, after all.

Perhaps the most interesting finding was that approximately 48% of views that a campaign will gain occur in the first week after it goes live, followed by 22% during the second week and 90% happening within the first month.

Are you an advertiser that has experienced results similar to those seen by Polar? Share your experience with branded content and native advertising with others by submitting a comment below.


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