How Content Quality Effects Web Site Advertising

Study Further Links Reader Affinity and Measureable Ad Performance

[agerhart]

The effectiveness of Web site advertising is directly and significantly impacted by the level of personal loyalty audience members feel toward the content of specific sites, according to the latest researchs released today by the Online Publishers Association.

Superior results
The findings bolster previous research suggesting that marketers who target online readers who feel a high degree of affinity for a specific site will achieve statistically superior results with their online ad campaigns.

Full Article [adage.com]

[chris_f]

Is it the content that affect the advertising or the traffic that the content brings in? I go for the later. Good content brings traffic. Traffic brings advertisers. Your advertiser will only ever glance at your site/page. Beyound that your home free.

Chris

[chiyo]

Good common sense, but shouldnt this be in paynt's "content" forum? Im sure we will take it more seriously there.

"Trust" is related too. if your audience has come to trust your site or your columnists and writers, they will trust your ads too. If it LOOKS like your content is just there so they will click on an ad, they generally won't.

To me building an info content site is all about:

1) useful content targeted to a defined group
2) unique content
3) personality

As any brand expert will tell you, good brands tend to be seen by their customers as friends and to have personality characteristics. Same goes for info sites.

They need all 3 aspects.

A site which is unique and useful without a personality is colorless, bland and unattractive.

A site with personality but no useful or unique content is, well, a blog... ;)

/joke