http://bit.ly/dfE0b (link to the OPA press release highlighting the new research)
All these years I thought it was the actual ADVERTISING that persuaded people to go buy my clients’ products.? Now, thanks to research by the OPA, I see that all I really need to do is put my ads in the right place (umm, that’d be the OPA member sites, of course) and that’ll do the trick.? Never mind all that consumer insight/brand positioning/creative magic stuff.
At least we got the words “brand favorability” and “purchase intent” into an article about online display advertising.? That’s progress.
This research says purchase intent is “nine times” higher on OPA sites than on ad network sites.? Do you know what nine times practically nothing is?
The problem is that display ad units in their current form are lousy at building brands and raising purchase intent.? They are too small, unobtrusive and static.
Context matters, of course.? But job one is to make online ads actually work.? Not work nine times better than nothing.? Let’s keep our eye on the ball here.
