opa

Has digital bled the creativity out of advertising?

Click-through rateOptimization and targeting. Segmentation and analytics. There are
countless tools that let digital marketers track the effectiveness of
their campaigns, and even tweak them on the fly for a better ROI. And yet, when it comes to accepting new ad formats and
strategies, there are still cries for “better metrics” and “more
accountability.”

What of creativity? Don’t ads need to be engaging and beautiful
enough to attract a click (if that’s the metric you’re going for) in the
first place?

Online news commands highest CPM

new york timesOnline news sites may get fewer impressions, but they command the highest online advertising CPM, according to data just released by comScore’s Ad Metrix.  The average online newspaper
site CPM was $7 in April, higher than each of the other top site categories and
nearly three times the $2.52 average CPM for the total U.S. internet.

These hard numbers underscore more concretly findings released simultaneously by the Online Publishers Association. In a report entitled “A Sense of Place: Why Environments Matter,” the OPA, in conjunction with Harris Interactive, finds higher consumer trust and loyalty to content sites as compared to portals and social media sites.

OPA: Advertisers shouldn’t forget about content when going after audience

Publishers are constantly focused on producing original content. And the motivation goes beyond simply drawing in more viewers. According to a new study from the Online Publishers Association, ads perform better surrounded by original content relevant to the brand.

For OPA’s purposes, that means that ads on its partner sites perform better than ads on both portals and ad networks. The group found that as much as advertisers focus on reaching the right audience, advertising to that group in the right environment is key.