Ads more effective on branded sites- report
- Added:
- Aug 01, 2008
Online advertising is more effective on "branded" sites than on portal and ad networks, according to a new study.
The findings, from US based trade association the Online Publishers Association (OPA), indicate that advertising on branded content sites consistently performed above other sites, such as portals and ad networks.
Sponsorships on branded content sites are 36% more effective than on portals and 42% more effective than overall "MarketNorms."
MarketNorms is benchmark data from online ad campaigns across hundreds of sites.
People that view ads on branded content sites are 20% more likely to purchase the product or service advertised.
Pam Horan, president of the OPA, said: "Branded content sites are doing a particularly effective job of delivering results with developing advertising formats, including video advertising and rich media.
"Just as we have seen with offline media, the value of context cannot be underestimated -- a point that is clearly reaffirmed in this study. A sponsorship on a 'name' site delivers power of that media brand to the advertiser associated with that content."
The study found that video advertising on branded sites provides 82% of awareness and 67% boost for improving favourability.
For a full copy of the report, click here.