Australia below average on click-through for branded content, research suggests

When it comes to users clicking on branded content, Australian audiences are among the most picky; however, when they do chose to click on a piece of branded content they spend around two minutes consuming the content.

According to research from publisher solution company Polar, Canada boasted the highest click-through-rate for quarter two of 2016 while, when it comes to average-time-spent, the USA is the clear leader.PolarPolar said: “More mature publishers in North America (US and Canada) who have been running branded content programs for several years tend to have much higher average-time-spent (ATS) metrics – these audiences are more climatized to viewing branded content. Likewise, the publishers have created more dynamic and refined reader experiences.”

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Australia and other Asia-Pacific countries posted below average click through rates with Australia reporting a CTR of .18%; however, Australia still boasts a “healthy” average-time-spent of almost two minutes.

Polar said: “Australia has seen the greatest volatility in CTRs over the past six quarters. Although there are many publishers experiencing strong performance in the region, these positive and negative swings may be a signal that the market is still relatively new.”

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