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APAC brand content performing poorly for clicks but well for dwell time finds publisher study

Asia Pacific trails the rest of the world for the performance of content marketing campaigns, according to a study by Polar that uses clickthrough rate and dwell time as measures of success.

Clickthrough rate by country; source: Polar

Clickthrough rate by country; source: Polar

The average clickthrough rate for content marketing campaigns in APAC is 0.27% compared to a global average of 0.33%. In Australia, which is treated separately to Asia Pac for the purposes of the study, CTR is just 0.16%.

APAC performs a lot better for the average time spent with brand-produced content online, but again Australia performs poorly in this regard.

Average Time Spent

The study, which is a result of aggregate data from Polar’s customer base of 100 premium publishers, found that globally 80% of branded content views take place within the first month.

Distribution of views

The study also found that tablets are the best performing devices for brand content measured by clickthrough rate but desktop is by far the best option for time spent.

Polar study by device

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