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Ad effectiveness on original content sites up in downturn

Analysis of Independent Data Also Shows Advertising on Content Sites Performing Better Among Young, Affluent Audiences

A new wave of research from the Online Publishing Association (OPA) in the US has found that ad effectiveness scores on quality, original branded content sites are higher than on portals or on ad networks.

Findings


  • In the past six months, aided brand awareness scores on branded content sites have increased 38%, while scores on ad networks have declined 19%.
  • Similarly, brand favorability scores for original content sites have risen 27%, while ad networks, portals and MarketNorms have dropped 29%, 17% and 6% respectively.
  • The same trend holds true for affluent audiences, where branded, original content sites are estimated to be 94% more effective at impacting brand favorability than MarketNorms, and 118% more effective at impacting brand awareness.
  • The same trend holds true for affluent audiences, where branded, original content sites are estimated to be 94% more effective at impacting brand favorability than MarketNorms, and 118% more effective at impacting brand awareness.

The new report, Improving Ad Performance Online is the second in a series of OPA reports using Dynamic Logic’s independent MarketNorms database, the largest of its kind, with OPA members forming a representative sample of 'quality, original content sites'. The first wave of the study was conducted in July, 2008.

"A quality environment matters more than ever"

"Quality is proving to be a key point of differentiation during challenging economic times, increasing advertising performance relative to ad networks, portals, and overall MarketNorms", said OPA President Pam Horan.

Horan continued, "At a time when every advertiser is looking for the best return on their investment, a quality environment matters more than ever. While advertisers with tight budgets may consider the cheap alternative provided by ad networks, the adage ‘you get what you pay for’ is as true today as it was a hundred years ago."

Press Release // PDF Detail on Research

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