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Study finds ad effectiveness depends on site content quality

Published on .

New York—A report released Thursday by the Online Publishers Association shows that advertising effectiveness is higher on Web sites with “quality, original content,” compared with ads on the Web in general, or on portals or ad networks.

The report, “Improving Ad Performance Online,” also showed that the weakened economy is having less of a negative impact on quality original-content sites. Since a benchmarking study last summer, measures of ad viewers’ intent to purchase declined 13% across the Web in general, but only by 5% among viewers of ads on quality original-content sites, the study found.

Meanwhile, brand-awareness scores on those sites with quality original content have increased 38% since the summer, compared with score declines elsewhere on the Web.

—Christopher Hosford

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