"We wanted to dig further into the results of comScore's 'The Halo Effect' research to understand brand lift for different demos and for video advertising in particular," said DCN CEO Jason Kint. "We now have further proof that advertising on premium publisher sites drives higher brand lift for both display and video advertising."
Key findings from comScore's initial "The Halo Effect" research confirmed that the contextual environment in which the ad exposure occurs is an important driver of more than 50% higher effectiveness, and also showed:
- Display ads on DCN publisher sites had an average of 67% higher brand lift than non-DCN publishers, confirming that premium sites deliver premium performance.
- Premium publishers are 3x more effective in driving mid-funnel brand lift metrics, such as favorability, consideration and intent to recommend.
- Premium publisher effectiveness is driven in part by higher viewability rates, which include lower levels of invalid traffic.
ABOUT DIGITAL CONTENT NEXT
Digital Content Next (DCN) is the only trade organization dedicated to serving the unique and diverse needs of high-quality digital content companies that manage trusted, direct relationships with consumers and marketers. The organization was founded in June 2001 as the Online Publishers Association (OPA). Comprised of some of the most trusted and well-respected media brands, DCN produces proprietary research for its members and the public, creates public and private forums to explore and advance key issues that impact digital content brands, offers an influential voice that speaks for digital content companies in the press, with advertisers and policy makers, and works to educate the public at large on the importance of quality content brands. Digital Content Next's membership has an unduplicated audience of 223,098 million unique visitors or 100% reach of the U.S. online population.* More information about Digital Content Next is available at https://digitalcontentnext.org/.
*Source: comScore Media Metrix Multiplatform Custom Audience Duplication, June 2016, U.S. DCN Member Entities
Contact: Kaitlyn Kurosky
212 918 2040
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SOURCE Digital Content Next