Online Advertising Effectiveness Gets Significant Boost from Branded Content

Online Advertising Effectiveness Gets Significant Boost from Branded Content: "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 new research report released today by the Online Publishers Association (OPA). Additionally, 'beyond-the-banner' forms of online advertising such as video, sponsorships and rich media also outpaced industry norms when placed on branded content sites.
The OPA report, 'Improving Ad Performance Online: The Impact of Advertising on Branded Content Sites,' leverages Dynamic Logic's MarketNorms(R) database, an industry standard for measuring online advertising's effectiveness and branding impact. The OPA study provides an extensive analysis of ad effectiveness scores for branded content sites, as represented by OPA members, compared with those for overall MarketNorms, portals and ad networks."