Ads placed on Internet portals such as AOL, MSN and Yahoo are significantly less effective than those appearing in premium content, according to a story in the Wall Street Journal, citing a study to be released today by the Online Publishers Association.
Advertising placed on Internet portals, such as AOL, MSN and Yahoo, as well as those purchased through ad brokers, are significantly less effective than those placed in premium content that Web publishers sell on their own sites, according to a story in the Wall Street Journal.
Written by Emily Steel, the story cites a study to be released today by the Online Publishers Association, which includes members such as ESPN.com, MSNBC and The Wall Street Journal.
The study is based on three years of research by Dynamic Logic, a WPP PLC research firm that offers a syndicated tool big advertisers use to measure the impact of their digital campaigns.
It found that online ad awareness, defined as whether consumers remember seeing a brand of product advertised on the Web in the past 30 days, was 21% greater for ads on content sites than portals, and 50% greater than ads placed in bulk by ad brokers.
WSJ Online subscribers may read the full story here.