20 August 2009

Branded content sites are better options for displaying ads Ã¢â¬' Is it true?

Which online ads draw more attention? Research says the ones that are displayed in content publishing sites. Be it a reasonably priced airfare or a well-known holiday destination at dirt-cheap rate, many a times you totally forget to log into the official site and instead start making decisions on whether you should buy the service or not based on the ad. A study made by OPA (Online Publishers Association) showed that the awareness of online ads on branded content publishing sites are 21% more than the ads published on ad sites and other portals, and the purchase intent being 50% greater than in any portal.

Is effectiveness measurable? Find out

Effectiveness is portrayed by Impact of something. This amount of impact can be measured with the help of two aspects: favorability towards some particular brand followed by the intention to purchase one. These are the avenues where the branded content sites excel. Their main motive is to transform the visitors wish to purchase some commodity to an inclination for buying it. This is the area where they surpass other advertising sites.

While you visit some advertising site you go through the advertisement of the product of your choice and then take time to decide whether you will actually buy the product or not, but on the other hand the ads displayed on the branded content publishing sites are effective on this decision making time, they lure you in such a manner that you hardly waste your time and buy the product. These branded content publishing sites have shown remarkable improvement in the first indicator- brand favorability, which is said to be 29% greater than any ad website or other portal. The second indicator- purchase intent has been 20% more than other ad portals.

Some important aspects of branded content publishing sites

Marketing effectiveness of online advertisement is measured by a common term Dynamic Logic’s Marketnorms. According to this measuring system, branded content publishing sites are mostly visited by people within the age limit 18-34 years. People from this age limit usually show larger inclination towards buying the advertised product. The consequence of this attitude among the referred group is that sponsorships on branded content sites are 42 % more effective than average Marketnorm.

While spending on your ads, make sure to display it on a high-quality content publishing site. When the motive is to sell the product, then your main point of consideration should be to reach the maximum people. The popular content publishing sites are visited by a large amount of people, are sure to lure a considerable amount of visitors towards the displayed ad.