A new report has discovered that people are still engaging with branded content, and more of them are doing so on mobile devices than on desktops or tablets. Further, the “State of Branded Content” report published by Polar discovered that the amount of time spent on branded content on smartphones was 63 percent higher than desktops.
Branded content was defined by Polar as sponsored, custom or partner content, also known as the “post-click destination” or landing page within a publisher’s environment. This is the page that individuals arrive at after clicking on a native promotion.
Overall, the amount of time spent engaging with branded content on desktops was 54 percent lower than the average.
“Several factors can be attributed to the smartphones dominance in time spent,” wrote the authors of the report. “The linear path of the reader ensures there are less distractions and less chances to click away from the sponsored content.”
Mixed Feelings on Branded Content
While many companies focus on delivering branded content, not everyone is interested in engaging with it. A report published by the Reuters Institute for the Study of Journalism discovered that 43 percent of U.S. Internet users feel “deceived” or “disappointed” when they consume branded content.
The most obtrusive forms of branded content named by the respondents were pop-up ads, auto-play videos, disruptive banner ads and pre-roll video ads. The report also found that the older an individual was, the more deceived he or she felt after consuming a sponsored piece of content.