Ads on Niche Sites More Effective
In a new report commissioned by the Online Publishing Association to determine how ad placements affect viewers, advertisements on premium content sites proved significantly more effective than those on general websites.
Out of the 47 different metrics the OPA used to compare effectiveness, niche content site placements performed stronger than average industry placements in every category.
“The results show that ads on what the OPA considers to be higher-quality ad environments are more effective with consumers”, said OPA President Pam Horan.
Independent analysis performed by Dynamic Logic MarketNorms found that brand awareness scores on OPA sites have increased 38% since July, while scores on ad networks decreased 19%. Brand favorability scores also increased to 27%, with ad network, portal and MarketNorms scores showing a 29%, 17% and 6% decrease.
“It’s an absolute fact with online advertising: environment matters”, said Horan. “In nearly every category measured, ad effectiveness scores on branded content sites were numerically higher than on the Web in general, on portals or on ad networks. Whether it’s the trust they engender or the audiences they attract, branded content sites deliver better advertising results.”
The study, the second in a series of OPA reports on ad effectiveness, proves the value of advertising on unique publisher sites with relevant content. With consumers favoring advertisements on niche sites like MyWebGrocer over advertisements on ad networks, advertisers can boost brand loyalty simply by re-thinking their online media buy.
Rachel
Tags: Ad Effectiveness, MarketNorms, Online Advertising Metrics, Online Publishing Association
