Conventional wisdom states that if the content around an advertisement is excellent quality, then the efficacy of the ad is raised. A research purports to prove that the matter is far more complex that the many in the market believe even though there is certainly some truth to this.
Inskin Media compared 4,370 people who were served advertisements on websites with or without publisher branding’s subconscious and conscious reactions.
The results demonstrate that the publisher advertising on a number of the sites increased advertising effectiveness (measured as “increased consideration”) by 60% in comparison with those without. So, in other words, the reader’s perception of the publisher may have an impact on how well an ad does as the material that surrounds it.
If the ‘relationship’ between the reader and the writer is a near friend, i.e. the reader has a high view of the site, the consequences are even more conspicuous. Consideration for the advertisements was 152% higher than those sites in the event the reader enjoyed the publisher.
“The connection a publisher has with a user can have a catalytic effect in terms of boosting the efficacy of the ads it displays, which shows an important lesson,” said Steve Doyle, CCO at Inskin Media.
“It shows that if internet publishers pay more attention to the reader experience, the advertisements will be more successful, so they could optimise return while carrying more discerning kinds of advertising.”
Brand safety
The study didn’t appear to show any orderly pattern that would suggest that content and the impact of the advertisement. This applied to whether the article was positive or negative, or whether it shared a similar motif.
By way of instance, an advertisement for a supermarket displaying food reduction next to an article did not have effects on new metrics.
“Brand security is considerably more complicated than the industry might like to admit,” says Doyle.
“For instance, we know new security is a “PR” issue but what effect does it actually have on readers’ brand awareness? More research in this area must help marketers devise meaningful and beneficial brand safety policies, as the area remains a relative unknown”
