OPA: Consumers will engage with ads on content sites

Although utilizing the reach and strength of an advertising network or ad exchange is a good option for more advertisers, these one-stop-shops aren't a cure-all for declining advertising revenues. According to a recent study from the Online Publishers Association, content is a driving force for many brand metrics including recognition, awareness and loyalty.

by Kristina Knight

This also directly impacts the revenue of the company as a whole because brand recognition and awareness also impact the purchasing intent of consumers.

"It's an absolute fact with online advertising: environment matters," said Pam Horan, OPA President. "In nearly every category measured, ad effectiveness scores on branded content sites were numerically higher than on the Web in general, on portals or on ad networks. Whether it's the trust they engender or the audiences they attract, branded content sites deliver better advertising results."

Here are a few specifics from the report: Sponsorships on branded content websites were 42% more effective than other marketing norms and consumers aged 18 - 34 are more responsive to branded content sites.

Content sites, whether appealing to brides, sports fans or pop culture fans, are a good investment for marketers then. Rich media ads, especially, were seen to have a better pull when viewed on a content site. Consumers are going to content sites for news, information and entertainment and while they are reading they are becoming engaged with the ads on the sites.

Tags: brand awareness, brand recognition, online advertising, online content

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