New Report Shows Ads More Effective on Quality Content Sites
The value of ad networks has been called into question by the latest report from the Online Publishers Association (OPA). The new report, "Improving Ad Performance Online," which compiled ad data from OPA member sites, finds that ads placed through ad networks and portals generated the smallest change in ad effectiveness—including no change in purchase intent—whereas ad effectiveness of display ads on original, quality content sites scored higher.
Purchase intent measured about two-thirds higher on content sites than ad portals and nine times greater than ad networks.
"Ad network performance has continued to trend downward, with this wave of research showing collectively that ad networks provide advertisers with no increase on purchase intent," said Pam Horan, president of the OPA. "In other words, brands see a flat line on purchase intent if they do not advertise versus if they advertise on advertising networks. Conversely, the data also shows that overall online ad effectiveness … is trending down, while ad effectiveness continues to increase on quality content sites, as represented by the OPA members."