Association of Online Publishers Launches Drive to Strengthen Brand Spend
The Association of Online Publishers are leading the latest initiative in an ongoing fight by original content owners to protect their online revenues against fierce competition and reassert the value of premium brand advertising on their websites.
A research report was published by the AOP on at the beginning of December which reveals that regarding the relationship between engagement, content and ad responsiveness, consumers actually engage more with advertising on trusted content sites than social networks or portals. The report also set out proposals for a common engagement framework as a way to assess the impact of user interaction with an ad.
AOP members are now using the study as part of an Agency Roadshow to convince planners to increase brand spend across their platforms. These include Guardian News & Media, ITV, Future Publishing, IPC Media and Sky.
The drive is aimed at addressing the feedback by media agencies that while original content sites are fighting an increasingly competitive battle against social media networks like Facebook, their ad spend has dropped significantly over the last two years.