The web will be more important during this 'economic tsunami'

Gary Arlen

It is easy to dismiss the recent finding of the Online Publishers Association (OPA) that premium content websites are far more successful advertising venues than mere portals or ad network placements. After all, OPA represents companies that run many of the big-name content sites, so its study looks highly self-serving.

OPA's research found that in every category – such as brand awareness, message association, brand favourability, and purchase intent – advertisements index dramatically higher on OPA member sites than on portals, or via ad network buys.

To complicate the situation, the OPA study coincided with other media research that 'proved' television remains the primary branding medium. The Advertising Research Foundation asserted that the effectiveness of TV is climbing, thanks to a 'heightened state of awareness', even when viewers are fast-forwarding through the ads.