A new report, "Improving Ad Performance Online," by the Online Publishers Association (OPA), found that advertising effectiveness scores on original content sites (represented by the group's member sites) were numerically higher than on the Web, portals or ad networks.
Sarah Barry James, reporting from SNL, quotes Stuart Schneiderman, director of research for the OPA as saying "One of the biggest questions we get from the marketers and agencies is not only about whether online advertising is an effective branding mechanism or medium, but whether environment matters... "
Key findings show that ads on the OPA member sites had significant effectiveness in raising awareness, creating message association, generating brand favorability and driving purchase intent over portals, ad networks and the overall average.
Ad Effectiveness "Deltas" (Ages 18-34)
Percentage Point Variance by Site Exposure
Aided Brand Awareness
Online Ad Awareness
Source: OPA, April 2010 (from Dynamic Logic past 3yr campaigns through Q4 2009)
The current report part of a series of OPA reports that leverage independent Dynamic Logic's MarketNorms ® data for measuring online advertising's effectiveness and branding impact, offers additional analysis on ad effectiveness broken down by demographic, product category and the most popular ad unit sizes used on the Web, including key observations such as:
Pam Horan, president of the OPA, concludes "... placement of your ad does matter, both in its effectiveness and impact with consumers. Well-lit, high quality content sites continue to offer advertisers the opportunity to raise awareness, create message association, drive purchase intent and generate brand favorability..."
The data in this report referred to as overall MarketNorms® refers to the average performance of all online campaigns measured by Dynamic Logic in the last 3 years, including those on branded content sites, portals and ad networks. OPA's membership has an unduplicated audience of 172.5 million unique visitors or 83% reach of the U.S. online population.
For additional information from the Online Publishers Association, please visit here.