Ageas + Space & Time
How Ageas achieved high reader engagement with Instant Articles
Ageas is one of the top personal lines insurance providers in the UK, offering insurance coverage to over seven million customers. The company, which places a strong emphasis on helpful, educational content, wanted to see whether premium advertising could attract genuine attention, not just clicks.
Challenge
When Ageas first became an advertiser on Readpeak, it wished to find out how much real engagement its content could achieve using the Instant Article format. The aim was therefore to go beyond conventional awareness metrics and assess attention through reading time and content engagement.
Solution
Four Instant Articles were activated across premium publisher environments, each supported by five creative variations.
Instead of directing users to an external landing page, the content was hosted within the Instant Article format, allowing Ageas to accurately measure both the time readers spent engaging with the article itself and the time they continued interacting after clicking through.
This gave the team a much richer view of audience attention than standard campaign metrics alone.
Results
The campaign showed that premium content can sustain user attention, even with a relatively modest media budget.
Readers spent nearly 40 hours engaging with each article, with an average reading time of more than 2 minutes and 17 seconds. Users also continued engaging after clicking through, spending an additional 50 seconds on average, resulting in more than 3 minutes of total engagement per visitor.
0.30%
Highest CTR
4:32m
Highest engagement time
1:22s
Highest post-click engagement time
The campaign proved that the Instant Article format can effectively capture high levels of reader attention while providing advertisers with transparent engagement metrics that are difficult to measure through traditional awareness campaigns.
Despite operating on a relatively modest budget, the campaign delivered strong engagement and valuable insight into how audiences interact with branded content.
Ageas had a wealth of strong content assets to work with, and Readpeak helped ensure they reached new and relevant audiences. The campaign delivered excellent engagement and reinforced the value of investing in quality content and premium environments.
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