Prior OPA research established that the attitudinal measures that have the greatest influence on a visitor's predisposition to respond favorably toward advertising on the site are:
The latest findings revealed that 38 percent of High Affinity visitors indicated that they were very or somewhat likely to buy the advertised brand in the next three months, as opposed to only 32% of Low/Medium affinity users. These results are significant at the 95% confidence level.
The findings also revealed that site affinity positively impacts aided advertising recall, with 12% of High Affinity visitors recalling online ads for the test brands versus only 7% of Low/Medium Affinity visitors. High frequency of exposure to High Affinity users was also the best combination for increasing aided recall of the specific ads tested.
"This research proves that the sites on which advertising appears significantly impact how that advertising performs," said Michael Zimbalist, executive director of the Online Publishers Association. "This research shows that the media halo effect works with online advertising, as well, and that advertisers who target sites that attract loyal, high affinity audiences will, indeed, see superior results."
The PDF file can be found here.