Consumers are 50% more positive about advertisers on premium sites according to the Association of Online Publishers
Consumers are 50 per cent more positive about advertisers on premium sites than on network sites according to a report into effectiveness of advertising from the Association of Online Publishers.
AOP was formed in 2002
Media agency Mindshare ran rich media advertising campaigns across June and July for Ford, Toni & Guy and First Direct where 320x50 rich media expandable ads were served across the mobile web and app on iOS and Android, by Celtra for publishers.
The adverts had high engagement and interaction rates with up to 10 per cent of those clicking on the ad then watching a video and five per cent clicking through to the brand URLs, in total spending an average of almost 20 seconds in the unit.
Twice as many people (32 per cent) found that premium site advertising was relevant to them as opposed to network sites (16 per cent). Fifty per cent were also more likely to see rich media ads as engaging compared to static ads.
Tim Cain, head of research and insight, Association of Online Publishers, said: “The AOP rich media initiative allowed us, in partnership with Celtra, to demonstrate the true value of mobile rich media, beyond impressions and clicks.”
Mark Challinor, director of mobile platforms, Telegraph Media Group, said: “We have been delighted to be part of the AOP study and the results confirm that the combination of creative advertising formats in premium content environments deliver significant results for brand campaigns on mobile, whilst helping agencies make the optimal media choices regarding effectiveness".
The UK Association of Online Publishers is an industry body representing digital publishing companies that create original, branded, quality content