Ads on Premium Publishers' Sites Are 3 Times More Effective at Boosting Brand Favorability

ComScore report cites 'halo effect' of high-quality content

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Advertising on the websites of premium publishers, such as The New York Times and Hearst properties, is three times as effective as it is on those of nonpremium publishers at boosting brand favorability and making users more likely to recommend products or services, according to a study by comScore.

The study, released today, examined the online display campaigns of 15 large brands to compare advertising inventory and brand lift between premium publishers and all other publishers. The study included household goods, auto, consumer electronics and telecom brands.

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