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BizReport : Blogs & Content archives : April 28, 2010

Study: Content sites make better ad buys

Although brands must diversify when it comes to online ad buys, a new report from the Online Publishers Association indicates that diversifying within one segment - that of original, quality content - is a bigger overall benefit to the marketer. According to the report ads scored higher when placed on original content sites rather than portals or ad networks.

by Kristina Knight

opa.jpgThe report, ">Improving Ad Performance Online, notes that ads within content sites fared better at raising awareness, creating an association between consumer and brand and increasing purchase intent than ads placed elsewhere. The 18-34 year old demographic was found to have the highest response rate while ads in the consumer packaged goods, entertainment and telecom segments scored significantly higher on content sites.

"The placement of your ad does matter, both in its effectiveness and impact with consumers," said Pam Horan, OPA president. "Well-lit, high quality content sites continue to offer advertisers the opportunity to raise awareness, create message association, drive purchase intent and generate brand favorability." She went on to say, "Ad network performance has declined to a point where. . .the average brand campaign may not achieve greater brand lift by advertising on an ad network."

According to the report ads placed with advertising networks showed 'no significant increase' in purchase intent.

The best performing ad sizes were determined to be leaderboards, wide skyscrapers or medium rectangles. Video ads had the biggest impact on both awareness and purchase intent.

The report is part of a series from the OPA using Dynamic Logic's MarketNorms metrics to measure the impact and effectiveness of online advertising.

Tags: ad sizes, content monetization, content revenue, Dynamic Logic, online advertising, Online Publisher's Association

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