OPA study shows branded content outperforms standard online advertising

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New York—Branded content outperforms standard forms of online advertising, according to a new study by the Online Publishers Association.

The study was based on an analysis of Dynamic Logic’s MarketNorms database, which provides benchmark data on more than 163,000 creative executions across hundreds of Web sites.

According to the report, branded content sites provide a 29% improvement over average online advertising performance in the MarketNorms database. For purchase intent, branded content sites provide a 20% improvement over the average online advertising.

The study also found that video advertising on branded content sites provides an 82% brand awareness boost over MarketNorms’ overall online video advertising averages and a 67% boost for improving brand favorability.

Rich media ads on branded content sites provide a 28% brand awareness improvement over MarketNorms’ average online advertising.

—Kate Maddox

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