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.
- Forecast: App economy to surpass $100b by 2020
- Report: Retail, tech lead for mobile video
- Report: Pressure is on for security pros
- High viewability goals damaging ad campaign performance
- Retail: In-app purchases increasing as a percentage of digital sales
- Two countries, two different spending trends for Valentine's Day
- Ad Roundup: Platforms to improve data, prevent fraud
- Survey: SMBs getting out the vote
Featured White Papers
- Consumers Tell All, Part 1: Online Shopping Frequency
This report looks at how frequently online shoppers are making purchases....
- The Ultimate Guide to Website Personalization
There is a wealth of methods to put your company's data to work; by far, personalization is one of the...