Click-Through Rate / Engagement and Average Time Spent

NUMBER OF CLICKS DIVIDED BY THE NUMBER OF IMPRESSIONS


Average CTR

+11.5%

Quarter / Quarter

Q1 2018 / Q2 2018

-3.3%

Year / Year

Q2 2017 / Q2 2018

CTR by Media Type

The Click-Through Rate remained steady for premium publishers in Q2 with a very slight increase over Q1. The rate for aggregators, while much higher than that of premium sites, saw a slight decline in Q2 from Q1. Marketers, particularly on premium sites, seem to be focused on engagement with their ads as a leading KPI, deprioritizing clicks away from their brand stories. Keep in mind that the fluctuation in these numbers is small, as all percentages are under 1%.

CTR by Ad Length

The Click-Through Rate for 15-second ads increased significantly in Q2, far surpassing that for 30-second spots, indicating that viewers are less likely to click away from content during longer spots. CTR for 15-second ads rose to .40% in Q2 2018 from .27% in both Q2 2017 and Q1 2018.

CTR by Device

Desktop is the one device that saw a decline in Click-Through Rates from Q1 to Q2. Rates for mobile and tablet both increased.

Average Percent Time Spent

Average Time Spent by Seconds