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BizReport : Advertising archives : August 14, 2009

Study: Ad networks may not work for marketers

When it comes to advertising networks, marketers may not be making the best choices. Accordin to a new study from Dynamic Logic and the Online Publisher's Association ads on ad networks often make no difference for marketers.

by Kristina Knight

Researchers found that ads on advertising networks, compared with other ad forms, are underperforming, making little difference for the marketer. Ads on content websites and portals performed better than ad network ads.

"Ad network performance has continued to trend downward, with this wave of research showing collectively that ad networks provide advertisers with no increase on purchase intent," said Pam Horan, president of the OPA. "In other words, brands see a flat line on purchase intent if they do not advertise versus if they advertise on advertising networks. Conversely, the data also shows that overall online ad effectiveness as represented by MarketNorms is trending down, while ad effectiveness continues to increase on quality content sites, as represented by the OPA members."

Here are more findings from the report:

• Purchase intent increased nearly 66% for ads on content sites than those on portals and 9 times great than ad network ads
• Video ads received a 163% purchase intent uptick
• Automotive, CPG, Travel and Entertainment categories receive more awareness on content sites
• Ad networks provide no increase in purchase intent

Tags: ad networks, advertising networks, content sites, Dynamic Logic, online advertising, Online Publisher's Association, web portals

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