Cuckoo for Online Content

Branded content sites outperformed ad networks or Web portals across key ad metrics including awareness, message association, brand favorability and driving purchase intent, according to new research from the Online Publishers Association.

Within the key 18- to 34-year-old demographic, the study showed ad networks had a negative impact on purchase intent and failed improve brand favorability.

“Ad network performance has declined to a point where they provide no significant increase in purchase intent to advertisers, said OPA President Pam Horan. “As a result of this insignificance, the average brand campaign may not achieve greater brand lift by advertising on an ad network.”

Consumers are also more likely to be involved with interactive ads on content sites, with a higher impact on awareness, message association, brand favorability and purchase intent. A separate study by research firm Advertiser Perceptions recently found 52% of agencies and marketers plan to spend more on content sites this year this year, while only 35% were likely to increase budgets for ad networks.

James Grant Hay is head of content strategy for clients at InShot and Transmedia Producer chief storyteller at Pixel8. His daily tweets can be followed @inshot and @pixel8studio