Across a wide range of advertising metrics, branded content sites outscored
Internet industry norms for the Internet 41 out of 43 times according to a
research report (Improving Ad Performance Online: The Impact of Advertising
on Branded Content Sites) released by the
Online Publishers Association (OPA).
The OPA study provides an extensive analysis of ad effectiveness scores for
branded content sites as represented by OPA members.
“It’s an absolute fact with online advertising: environment matters,”
said OPA president Pam Horan. “In nearly every category measured, ad
effectiveness scores on branded content sites were numerically higher than on
the Web in general, on portals or on ad networks. Whether it’s the trust they
engender or the audiences they attract, branded content sites deliver better