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BREAKING NEWS & VIEWS
OPA: Ad Response Higher in Premium Environments Among nearly 3,000 respondents, the research found strong correlations between the trustworthiness of the content on a site and whether the site’s advertising is seen as reputable. In fact, the media brands that were perceived as relevant to the user were also more likely to get a positive response to their ads. The survey found 80% of people who said they had purchased brands as a result of online advertising described themselves as having a strong, positive connection to the sites where the ads ran. In most questions regarding trust and ad responsiveness, the branded media sites came out on top. On the question of which content they are most likely to trust, respondents said: media sites first (72%), then portals (60%) and social media (23%). Audiences also felt that advertisers were more likely to be of high quality and reputable on media sites (24%) rather than portals (20%) or social media (8%). The research is part of the multi-city OPA tour “2010 Eyes on the Internet,” in which the association of content providers will present the research in six cities. The group will present in New York on June 24 at New World Stages. This is the latest in a series of research reports from the OPA designed to buttress the superior ad effectiveness of branded media sites. The group issued a report late last year that showed greater lift from ads running on branded media. The report is also addressing one of the chief trends in online advertising—a move in budget and technologies toward audience-centric buying that targets users when they are away from premium and more costly branded media channels. A new generation of technologies for real-time ad matching and behavioral targeting help advertisers find audiences wherever they roam online. Many publishers see this audience-centered model as a threat to the traditional role of context in establishing advertising value. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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