HAVE YOU HEARD?
Reported by MediaWeek.com: OPA & comScore Teamed to Tout Banner Ad Value

You would all have realized by now, that as more platforms and different measurement metrics emerged in a performance-obsessed advertising industry, half the time, the increasingly-maligned display banner is now dangerously lurking in the perils of being de-valued. Concerned, the Online Publisher’s Association and comScore have come together to defend and better attribute credit and value to display ads with the release of a research study “The Silent Click: Building Brands Online”.

The crux of the research lies behind a critical hypothesis - while branded display ads rarely induce click-throughs, they are still impactful. In another words, advertisers need to understand that beyond clicks, there are other more relevant ways to measure the branding impact of online advertising campaigns too. 

For this research, 80 branding campaigns ran on 200 high-trafficked websites across multiple content categories were analyzed by comScore’s million-plus person panel. 

The OPA is planning to kickstart a tour from 18 June onwards in San Francisco to present the report and its findings to various ad agencies and marketers.