Marketers Prefer Premium Content Publishers Over Facebook for their Brand Focused Campaigns, Reveals OPA Study

  Marketers Prefer Premium Content Publishers Over Facebook for their Brand
                     Focused Campaigns, Reveals OPA Study

Study also shows Premium Content Publishers are preferred over all other media
for delivering branding objectives

PR Newswire

NEW YORK, Nov. 8, 2012

NEW YORK, Nov. 8, 2012 /PRNewswire/ --The Online Publishers Association (OPA)
has released "Branding on Display", a study providing insight into the role
branding plays in online advertising as well as agency and marketer
preferences of media for achieving their branding objectives. The study found
that agency and marketer decision-makers report significantly higher levels of
satisfaction with Premium Content Publishers (78%) than with Facebook (51%).
Premium Content Publishers outpace Facebook across key advertising priorities,
including: offering brand safety (71% vs. 36%); having the best creative
options for brand-focused ad campaigns (64% vs. 26%); capturing the attention
of the audience (63% vs. 29%); and offering a platform where the ads are
considered viewable (59% vs. 42%).

According to "Branding on Display", 47% of decision makers believe Premium
Content Publishers are the best media for brand-focused advertising campaigns,
compared to 16% preferring Social Media, 13% favoring Video Ad Networks and
11% preferring Portals. Premium Content Publishers are also considered
superior to Social Media at delivering the most important branding objectives:
increasing consideration of brand (79% vs. 55%); increasing brand preference
(84% vs. 54%); improving brand favorability (81% vs. 54%); and increasing
purchase intent (78% vs. 50%).

"We wanted to better understand marketers' priorities for delivering their
brand objectives online. The research undoubtedly demonstrates that decision
makers value Premium Content Publishers for their branding messages over all
other media," said Pam Horan, President, OPA. "With 63% of marketers
perceiving Premium Content Publishers as a superior channel to reach their
brand goals compared to Social Media at only 27%, the message is very clear:
marketers believe that their brand campaigns benefit from the environment
offered by top media brands."

Other key findings from "Branding on Display" include:

  oClassic Brand Advertising Goals Remain the Priority: For brand-focused
    advertising campaigns, the primary goals for marketers and agencies are:
    increase consideration for a brand (46%); increase brand preference (43%),
    improve brand favorability (36%) and improve purchase intent (34%).
  oBrands Value Brands: 61% of marketers and agencies surveyed believe that
    Premium Content Publishers provide the best media for brand quality and
    image, compared to 20% on Social Media, and 48% believe publishers provide
    the most relevant content or context for their branding campaign, compared
    to only 23% on Social Media.
  oDelivering Performance Objectives: Premium Content Publishers also are
    perceived as media that delivers on performance objectives with 64%
    responding that they use it to increase traffic to a website or store
    location; 49% to increase sales from a website or store location and 45%
    to increase response to a special offer.
  oTarget Audience, Objectives and Quality/Imagine Priorities: For those who
    believe that premium content publishers are the best media for
    brand-focused advertising, 73% cite that it best delivers the target
    audience; 63% cite that it best achieves branding objectives and 61% cite
    that it provides the best media brand quality/image. 
  oAudience Segments Advertisers Must Reach: For  brand-focused digital
    advertising, 74% of marketers and agencies target Gen X (30-44), 56%
    target Baby Boomers (45-65), and 48% target Gen Y (20-29). Decision
    makers report that Premium Content Publishers equal or surpass Social
    Media in reaching two of the top three target segments: Gen X at 27% and
    45% of Baby Boomers, compared to Social Media, at 24% and 5%,

"While Social Media is perceived by marketers and agencies as a platform that
delivers messages to their target audience and overall reach, Premium Content
Publishers are comparable with both priorities," continued Horan. "Further, as
ROI continues to be top of mind for marketers, our study drilled down on
perceptions of measurement of brand-focused campaigns on both Premium Content
Publishers and Facebook, the largest Social Media platform. We found that 55%
of respondents believe they are better able to measure the ROI on Premium
Content Publishers, compared to 27% on Facebook, and 55% perceive they can
better measure brand lift on a Premium Content Publishers, versus 30% on

The OPA collaborated with Advertiser Perceptions to conduct the study.
Advertiser Perceptions fielded an online survey of 251 marketers and
advertising agency executives, between August 7, 2012 and August 15, 2012.
Participants were required to be involved in video and display advertisement
decision-making, have a $1 million minimum digital ad spend over that past 12
months and be involved in brand-focused advertising.

To download a copy of the study's findings, please visit

About the OPA
Founded in June 2001, the Online Publishers Association is an industry trade
organization whose mission is to advance the interests of high-quality online
publishers before the advertising community, the press, the government and the
public. Members of OPA represent the highest standards in Internet publishing
with respect to editorial quality and integrity, credibility and
accountability. OPA's membership has an unduplicated audience of 221.2 million
unique visitors or 100% reach of the U.S. online population (comScore Media
Metrix, January 2012). For more information, visit

Media Contact:
Emily Peck
kwittken + company

SOURCE Online Publishers Association

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