Friday, September 19th, 2008
Branded content sites make all the difference
The Online Publisher’s Association released a study not too long ago that hammered home a common refrain we at Undertone Networks live by every day – premium branded content sites deliver. They are brand safe, well lit and contain trustworthy, relevant content for both users and advertisers. Since our entire network model is built on the value of premium, we were clearly thrilled to see these findings from OPA.
I spend a lot of time visiting with clients and this topic has been coming up a lot lately. So, I thought I’d put together some highlights from the study. First, I’d like to underscore a very important distinction. According to this study, the OPA appears to have classified all ad networks in their most traditional form; long tail, tonnage platforms which typically contain a limited number of premium branded content sites. To be fair, it’s an understandable and likely unintentional characterization, since the great majority of ad networks do indeed fall into this category.
However, Undertone Networks does not.
To that end, here are some highlights from that study:
• Media buys across branded content sites that fall under the OPA’s umbrella are often priced at a premium.
• These higher priced CPMs are justified, as branded content sites have a greater impact on key metrics, like favorability and purchase intent.
• Ads run across branded content sites raised brand favorability 22%.
• In terms of purchase intent, ads on branded content sites lifted the metric about 13% more than ads on portals.
• Ads on branded content sites provided double the lift in both brand favorability and purchase intent.
• Video ads that were placed on content sites were 82% more effective at raising aided brand awareness and 67% more effective at raising brand favorability than the industry average.
Posted in: Ad Networks by Paul Audino @ 6:21 pm Permalink |
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