Magazine article Editor & Publisher

OPA Report: Online Ad Networks Nearly Useless for Selling Stuff -- and Branding

Magazine article Editor & Publisher

OPA Report: Online Ad Networks Nearly Useless for Selling Stuff -- and Branding

Article excerpt

Online ad networks are virtually useless when it comes to influencingpurchase intent, and are poor vehicles for brand advertising overall,according to a new research report issued by Online Publishers Association.

The new research, conducted for the OPA by Dynamic Logic, largely came out in favor of OPA member sites over ad networks and even portals for traditional branding metrics such as awareness, message association, brand favorability and purchase intent.

For example, compared to industry averages compiled by the OPA over time, content sites scores for awareness metrics were 21 percent higher--and 50 percent higher when compared to ad networks.

However, it's purchase intent--the much-desired ability of an ad to actually influence sales--where ad networks fail miserably, according to the new research. Purchase intent scores were nine time better for content sites than ad networks, found the research, as ad networks effect on purchase intent was negligible.

In fact, even though the lift in purchase intent doubled versus a similar study conducted about a year earlier, the measured increase in intent "remained statistically insignificant" per the report. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.