Company News and Culture / November 12, 2012 / By Erin Martin

Premium Content Publishers Best Media for Brand-Focused Advertising

Last week the Online Publishers Association (OPA) released a study providing insight into the role branding plays in online advertising as well as agency and marketer preferences of media for achieving their branding objectives. The study found that agency and marketer decision-makers report significantly higher levels of satisfaction with Premium Content Publishers (78%) than with Facebook (51%). Premium Content Publishers outpace Facebook across key advertising priorities, including: offering brand safety (71% vs. 36%); having the best creative options for brand-focused ad campaigns (64% vs. 26%); capturing the attention of the audience (63% vs. 29%); and offering a platform where the ads are considered viewable (59% vs. 42%).

Base: Total Respondents N=251. 
Q3a: Which of the following digital media types do you think are the top three (3) advertising vehicles for brand-focused campaigns?
Q3b: Which one of the following digital media types do you think is the best advertising vehicle for brand-focused campaigns?

“We wanted to better understand marketers’ priorities for delivering their brand objectives online. The research undoubtedly demonstrates that decision makers value Premium Content Publishers for their branding messages over all other media,” said Pam Horan, President, OPA. “With 63% of marketers perceiving Premium Content Publishers as a superior channel to reach their brand goals compared to Social Media at only 27%, the message is very clear: marketers believe that their brand campaigns benefit from the environment offered by top media brands.”

So what does this means for Premium Publishers? An opportunity exists to further leverage their premium environments. through high impact ad solutions that appeal to brand advertisers.

View a copy of the full OPA report here.