×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Visitors' affinity for Web sites drives advertisers' brand metrics

Published on .

New York--The Online Publishers Association Monday released the results of a new study that indicated a visitor's affinity for a Web site was a greater driver of key brand metrics for advertisers on the site than the frequency of ad exposure.

The study, conducted by comScore Networks, found that 38% of “high affinity” visitors were “very or somewhat likely” to buy in the next three months the advertising brands studied.

Thirty-two percent of “low/medium affinity” users said they were “very or somewhat” likely to buy.

The three measures used to create an affinity index are: a) the likelihood to recommend the site to a friend; b) satisfaction with site content; c) whether the site is considered a “favorite” within its category.

The study builds on previous OPA research that indicated that users’ affinity toward a Web site influenced their reaction to advertising on the site.

--Sean Callahan

Most Popular
In this article: