Now granted, the Online Publishers Association has a genuine need to justify its existence and the validity of its membership’s business model, but it’s hard to argue with a study they just released. The MarketNorms study from DynamicLogic demonstrates that branded content sites provide better media performance than ad networks and even industry norms. And it’s not just branding.
While brand favorability increased significantly, so did purchase conversion. So this infers the context in which you see an ad influences your reaction to the ad. Got it. We know the economics of selling ad inventory across branded content sites limits the option to only those with a significant critical mass, so ad networks do play a valuable role. But, the fact remains the consumers’ state-of-mind, and the purpose of their visit to a site, do in fact drive receptivity to advertising.
And if this relationship exists between site content providers and advertising, isn’t it logical to assume that the relationship between the consumer and the advertiser will similarly impact receptivity? If I have a relationship with Nike I will consume Nike advertising differently. We’re on the cusp of proving the value of “relational” advertising with DirectServe. Stay tuned.
– Scott Nelson
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