Canada has shown higher-than-average click-through rates in a new report on branded content performance in the second quarter of 2016 from Polar, a native content tech company.
The study looks at branded content across eight markets: Australia, the other Asia-Pacific nations, Canada, Europe, Middle Eastern and North African countries (MENA), United Arab Emirates, the U.K. and the U.S.
Globally, the overall average click-through rate (CTR) for the measured campaigns in Q2 was 0.31%, the same as it was in Q1. The average-time-spent score (ATS) dipped slightly from last quarter to 156 seconds from 167 seconds.
However, Canada’s CTS rated 0.41% – the highest of all measured regions. While our country’s ATS was slightly below the global average at 149 seconds, it was the second highest region score, trailing the U.S. at 174 seconds.
“At almost 2-and-a-half minutes, Canada’s ATS numbers have dipped slightly compared to past quarters, but still outperform much of the world,” the report states.
Polar’s research shows more people are clicking on and engaging with branded content. “Since Q2 in 2015, total views increased by more than 220 percent. Compared to last quarter, views increased by 49 percent and continue to demonstrate strong quarter over quarter growth trends,” the company said.
The full report can be downloaded from Polar’s website.