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BREAKING NEWS & VIEWS
OPA: Branded Media Lifts Ad Effectiveness When it came to aided brand awareness, online ad awareness, message association, brand favorability and purchase intent (the key brand lift metrics for ads), ads running on OPA sites produced greater lift than the online average and substantially more lift than portals and ad networks. OPA members include major media brands like CNN.com, ESPN, Forbes, Condé Nast and Time Inc. Overall brand advertising running on OPA-member sites gave aided brand awareness a lift of 3.1% compared to an industry norm of 2.1%, a lift at portals of 2.1% and .9% on ad networks.  According to the OPA findings, in fact, ads running on ad networks had the least effect on brand metrics, with virtually no lift at all on purchase intent. In a fight with ad networks that the OPA started last year with similar research findings, president Pam Horan continued to jab at the large aggregators of remnant and small site inventory. “Ad network performance has declined to a point where they provide no significant increase in purchase intent to advertisers,” she said in a statement. “As a result of this insignificance, the average brand campaign many not achieve greater benefit from advertising on an ad network.” The study uses Dynamic Logic ad effectiveness data from the past three years and through Q4 2009. The study found that OPA-member sites were especially impactful among the key 18-to-34-year-old demographic, where these sites were significantly more effective in lifting online ad awareness and message association. Across industries, branded media contexts seem most effective in auto, CPG and financial services ads. When it comes to ad formats, the study found that larger ad units, video and rich media seem to benefit most from the branded media context. The role of context in ad planning online remains a point of argument. Many media buyers with whom we speak do like to align their brand campaigns with the “premium” inventory that major media represent. On the other hand, the substantially lower prices and the increased reach offered by ad networks in a single buy is tempting. While OPA metrics suggest that branded media contexts do produce better ad effectiveness, it often comes at a price that is multipled higher than the less effective, but much cheaper, networks. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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