Visitors' affinity for Web sites drives advertisers' brand metrics

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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

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