Consumers Now Spend More Time Engaging With Branded Content

Nov 07, 2017

Pressboard, the story marketplace for brands and publishers, released its 2017 Branded Content Benchmarks Report. In it, Pressboard reveals that consumers now spend more time engaging with branded content - the average active reading time for a piece increased from 66 seconds in 2016, to 73 seconds in 2017.

The study also reveals readers that engage with branded content on their phones have overtaken desktop users as the group that spends the longest amount of time with a piece of content, averaging 79 seconds. Furthermore, the average person reads 74% of a branded article and, impressively, 55% of the audience finishes a piece.

Another notable finding is that the average branded content conversion rate of 1.15% is more than double the average click through rate for display advertising in the U.S., as measured by Google. It’s no wonder that U.S. marketers spent upwards of $10 billion on content last year alone.