Study: Online Ad Effectiveness Higher on Premium Content Sites
May 11, 2010 by Steve Raymond
Context matters! A new report released today by the Online Publishers Association (OPA) found that advertising effectiveness scores on quality, original content sites such as those found in the Comcast Digital Entertainment portfolio as represented by OPA members, were numerically higher than on the Web, portals or ad networks.
These data confirm the CDE strategy of only working with hand-picked, premium content sites in the context of integrated partnerships. The findings show that ads on original content sites consistently had significant effectiveness in raising awareness, creating message association, generating brand favorability and driving purchase intent over portals, ad networks and the overall MarketNorms ® average. In addition:
- Ad networks (Examples include Advertising.com, Broadband Enterprises, Glam Media, Gorilla Nation, Specific Media, ValueClick and Vibrant Media) were shown to provide advertisers with the smallest change across ad effectiveness metrics.
- The most popular ad sizes – medium rectangles, leaderboards and wide skyscrapers – perform significantly better on OPA sites than MarketNorms® on most metrics
- Video ad impact on premium content sites represented by OPA members was greater than the MarketNorms average, and had the greatest impact on purchase intent and awareness metrics
- Consumers are more involved with interactive ads on premium content-focused sites evidenced by their significantly higher awareness, message association, brand favorability and purchase intent
See the full press release here .and download the full report here
