Study: Online Ads More Effective on ‘Branded’ Sites

By: E&P Staff

Online advertising is more effective on “branded” sites than on portal and ad networks, according to a new study from the Online Publishers Association (OPA).

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.

“Branded content sites are doing a particularly effective job of delivering results with developing advertising formats, including video advertising and rich media,” Pam Horan, president of the OPA, said in a statement. “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 favorability.

For a full copy of the report, go here.

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