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Content Sites Effective, Networks Not for Online Advertising

The Online Publishers Association and Dynamic Logic have come out with a new study on the effectiveness of online ads (PDF). While ad networks’ effectiveness is nil, ads on content sites—and especially video ads—were highly effective.

With Dynamic Logic’s MarketNorms data (on 4882 campaigns and 7M+ survey responses), the OPA examines ad effectiveness by looking at advertising’s effects on brand awareness and favorability, online ad awareness, purchase intent and message association. Breaking down the results by campaign locations, the OPA found (probably not too surprisingly) that its member content sites saw the highest ad effectiveness.


OPA/Dynamic Logic also compared this data to the same survey’s results over time—and once again, OPA member sites came out on top:

They also broke out data by demographics and advertising industry. In demographic breakdowns, the 18-34 category dramatically demonstrated the same tendencies as the general population:

Finally, the study also examined the effectiveness of ads by size and media. The effectiveness of video ads, interestingly, showed big changes from last year to this year (in the rolling 3 year measure):

What do you think? Have you seen the same effectiveness in your campaigns? Do you advertiser on OPA sites, and do you think it’s worthwhile? Do you think the study is accurate or skewed?