Premium native ads — or native ads on publisher websites including branded or sponsored content — drive higher engagement rates on smartphones and tablets than on desktop computers, according to data from Polar shared with BI Intelligence, Business Insider’s premium research service.
The data, which tracks Polar’s network of over 18 billion native ads across 5,000 branded content programs including publishers like AOL, The Washington Post, Conde Nast, and Gannett, reveals that click-through rates (CTR) for premium native ads were highest on smartphones, hitting 0.38% in 2015.
