News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
OPA: Premium Content Pubs beating Social Media
When it comes to placing ad campaigns, a majority of marketers are foregoing social media for premium content publishing websites. This despite the fact that a majority of consumers are active on social media sites like Facebook. According to the Online Publishers Association about three-quarters are 'more satisfied with' premium content sites over social media for their campaigns.
Why premium content publishers? The Online Publishers Association found more than half of respondents say premium content publishers offer better brand quality and image than social media or that these publishers offer better relevance and context to readers.
Some interesting findings from the report include:
• For brand safety, 71% say Premium Content Publishers (PCP) offer greater satisfaction, 36% say Facebook does
• For creative flexibility 64% say they prefer PCP over Facebook (26%)
• For audience attention 63% say PCP is better (29% say Facebook is)
• For 'viewability' 59% say PCP is better, 42% say Facebook is
"With 63% of marketers perceiving Premium Content Publishers as a superior channel to reach their brand goals compared to Social Media at only 27%, the message is very clear: marketers believe that their brand campaigns benefit from the environment offered by top media brands," said Pam Horan, OPA President. "While Social Media is perceived by marketers and agencies as a platform that delivers messages to their target audience and overall reach, Premium Content Publishers are comparable with both priorities.
Further, as ROI continues to be top of mind for marketers, our study drilled down on perceptions of measurement of brand-focused campaigns on both Premium Content Publishers and Facebook, the largest Social Media platform. We found that 55% of respondents believe they are better able to measure the ROI on Premium Content Publishers, compared to 27% on Facebook, and 55% perceive they can better measure brand lift on a Premium Content Publishers, versus 30% on Facebook."
As for what brand focused advertisers are looking for in online campaigns nearly half (46%) say increasing brand consideration was a priority while 43% reported brand preference was a prime consideration. About one-third say improving brand favorability and purchase intent were priorities.
- Top 3 social trends to watch in 2015
- Why clicks will regain importance in 2015
- Security concerns cause 23% of consumers to shop less online
- Mobile and online key resource for last-minute Christmas shoppers
- Third of consumers never pay full price online
- Online cash register bells will continue ringing on Christmas Day and Boxing Day
- Experts: App usage will change in 2015
- How data will influence 2015
Featured White Papers
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...
- 7 Myths About Online Reviews
When it comes to building and maintaining trust in your brand, online reviews are an extremely valuable addition to your...
- Targeting (That's on target)
"Hopeful messaging is wasted messaging. Clear targeting means more than just Who. It also demands a knowledge of How, When,...
- Leveraging Facebook to Improve ROI on Brand Sites
Rather than deserting your brand site for a Facebook Fan Page, the best digital marketing strategies incorporate a Facebook presence...