Top performing 2025 campaigns driving content success

At Effective Media, we've analysed performance data across our 2025 campaigns to uncover what drives engagement. These branded content pieces blend seamlessly with editorial, delivering above-benchmark results through engaging long-form content and campaign optimisation.

Here's a detailed breakdown of the top 20 by dwell times and their corresponding CTA rates, offering valuable takeaways for content marketers.

Key takeaways for success

• Compelling visuals: High performing articles like retirement property (82 seconds) and health/beauty (78 seconds) leverage lifestyle images and videos that draw users in, mimicking editorial storytelling.

• Long-form content: Dwell times averaging 40 – 80 seconds across top CTAs show users value in-depth, narrative-driven pieces that build trust and inform decisions.

• Strategic CTAs: Property campaigns hit 7.57% CTR with prominent, value-focused calls-to-action (e.g., "Book a viewing"), often in breakout boxes that boost conversions without disrupting flow.

• Breakout box (CTA box): Isolated CTA sections in native articles create urgency and focus, driving clicks even on long pages — seen in 5%+ performers where CTAs stand out visually.

• Long dwell time payoff: Articles holding users 30s+ see exponentially higher CTR (up to 7.57%), proving sustained engagement translates to action in high-intent sectors like property and health and beauty.

Actionable takeaways for 2026 native campaigns

• Prioritise dwell-friendly formats: Use rich storytelling, Q&As, visual interactive elements to reward time spent.

• Weave branding naturally: Position the brand as the helpful expert through quotes, examples and tools, keeping it subtle for awareness flow.

• Smart CTA placement: Frame clicks as natural extensions — “see the guide”, “explore options”—to capture interest without disrupting the read.

Native articles excel by prioritising user experience by integrating rich visuals, enhanced targeting, engaging content, and optimised CTAs, delivering great engagement across various sectors. Understanding what makes a user linger on the page or click a CTA can transform the effectiveness of your digital campaigns.

The data doesn't lie; the right approach can dramatically increase your engagement rates and ultimately, your conversion success.