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.Polar 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.”

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.