Want Your Online Ad to Perform? Try Buying Some Good Content - Advertising Age - DigitalNext

Want Your Online Ad to Perform? Try Buying Some Good Content - Advertising Age - DigitalNext: "The value of the environment
In the fourth part of a series titled 'Improving Ad Performance Online,' the Online Publishers Association (OPA) commissioned Dynamic Logic to compare the effectiveness of ad campaigns on branded content sites versus ad networks. Based on an analysis of over 6,000 campaigns using independent Dynamic Logic MarketNorms data, ads on quality content sites consistently had significant effectiveness in all of the following areas: raising awareness, creating message association, generating brand favorability and driving purchase intent -- particularly among decision makers and influencers. By rolling up OPA member sites as a proxy for content sites and comparing them against ad networks, all the value metrics -- from the top of the funnel to the bottom -- are stronger on content sites.

Conversely, buying audiences simply based on efficiency through ad networks results in no impact on purchase intent and negligible impact on driving brand awareness. The bottom line from three years of research: when you focus on efficiency rather than effectiveness, not only are you wasting your dollars but you are not achieving your marketing goals."

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