Study: Ad effectiveness rises on quality content sites

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New York—Online display ads placed on high-quality content publisher sites tend to generate higher effectiveness scores than the same ads appearing on portals and ad networks, according to a new analysis by the Online Publishers Association.

The report, “Improving Ad Performance Online,” compiling statistics on OPA member sites, showed that online ad awareness was 21% greater for ads on those sites than on portals and the industry overall as represented by Dynamic Logic's MarketNorms, a database for the branding impact of display ads.

A measurement of purchase intent was about 50% greater on content sites when compared with overall MarketNorms averages, two-thirds higher than on portals and nine times greater than for ads appearing on ad networks.

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