A report from the Online Publishers Association found that sites with original content outperformed the rest of the Web (i.e. ad networks, portals) .
FINDINGS:
— Since the first report in July, aided brand awareness scores on OPA member sites have increased 38%, while scores on ad networks have declined 19%.
— Similarly, brand favorability scores for OPA member sites have risen 27%, while ad networks, portals and MarketNorms have dropped 29%, 17% and 6% respectively.
— The new data also shows that younger audiences (18-34 year olds) are estimated to be about twice as likely (106% better, on average) to form favorable opinions about advertised brands on OPA member sites than on portals and MarketNorms (83% better). And the same trend holds true for affluent audiences, where OPA member sites are estimated to be 94% more effective at impacting brand favorability than MarketNorms, and 118% more effective at impacting brand awareness.
So, now you know where to spend your money online. Kinda.