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OPA study: Marketers prefer premium content over Facebook for brand-focused campaigns

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New York—Marketers prefer using premium content publishers over Facebook for their branding campaigns, according to a new study by the Online Publishers Association. The study, “Branding on Display,” was based on an online survey in August of 251 marketing and advertising agency executives. It found that respondents reported significantly higher levels of satisfaction with premium content publishers (78%) than with Facebook (51%). Premium content publishers, the study found, outpace Facebook across several key advertising criteria, including: offering brand safety (71% vs. 36%), having the best creative options for brand-focused ad campaigns (64% vs. 26%) and capturing the attention of the audience (63% vs. 29%). “With 63% of marketers perceiving premium content publishers as a superior channel to reach their brand goals compared to social media at only 27% [overall], the message is very clear: Marketers believe that their brand campaigns benefit from the environment offered by top media brands,” OPA President Pam Horan said in a statement.
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