Online ads on branded sites consistently perform above those on other sites, writes Netimperative. Research from the US-based Online Publishers Association (OPA) has found that sponsorships on branded content sites perform 36% above those on portals and 42% above Dynamic Logic's MarketNorms average. Similarly, brand favourability towards online ads is 29% higher on branded content sites than the MarketNorms average. Consumers are also 20% more likely to purchase following advertising on branded content websites.
From Netimperative: http://www.netimperative.com, 01/08/2008
OPA: http://www.online-publishers.org

Sponsorships on branded content sites are 36% more effective than on portals

Source: Dynamic Logic's MarketNormscampaigns from the last 3 years through Q4 2007, OPA through Q12008OPA N=1,185 campaigns, n=883,688 respondents; MarketNorms2,231 /3,995,139 ; Portals 1,193/1,301,451
OPA: http://www.online-publishers.org

Ads on branded content sites significantly more likely to increase message association and purchase intent for affluent audiences

OPA averages are significantly (at 90% level) different than MarketNormsfor all metrics except Awareness and Brand Favourability +13%

Source: Dynamic Logic's MarketNormscampaigns from the last 3 years through Q4 2007, OPA through Q12008OPA 75k+ N=585 campaigns, n=215,555respondents; MarketNorms75k + 1,515 /824,909
OPA: http://www.online-publishers.org

Video ads placed on content sites significantly raise brand awareness and favourability

OPA averages are significantly (at 90% level) different than MarketNormsin all metrics except Purchase Intent

Source: Dynamic Logic's MarketNormscampaigns from the last 3 years through Q4 2007 ; OPA through Q1 2008 OPA Video N=32 campaigns, n=19,979 respondents; MarketNormsVideo 157/205,677
OPA: http://www.online-publishers.org