Marketers in the United States were polled about why they prefer advertising in premium publications for the Online Publishers Association “Branding on Display” study in 2012. Seventy-three percent of marketers said it was because “it best delivers my target audience”, followed by “it best achieves my marketing objectives,” 63 percent; and “it provides best media quality image,” 61 percent. Marketers also highly valued best or most relevant context, and audience reach.
Marketers prefer to buy advertising on the Top 3 content publishers sites instead of on the website of “the best” premium publisher, according to the Online Publishers Association 2012 “Branding on Display” study. Seventy-six percent of the marketers preferred Top 3 while 47 percent said they preferred the best premium publishers. Fifty-five percent said they would choose the Top 3 social networks over the 16 percent who said they would choose the best social networks. A whopping 53 percent would choose the Top 3 ad networks while 10 percent would choose the best ad networks.
The data set is a part of a collection of 500 revenue and usership trends in mobile, social, Internet, tablet, video and other digital categories, published in the 200-page Global Digital Media Trendbook 2013. GDMT, in its eight year, is to be published by World Newsmedia Network, a not-for-profit media research company, in September 2013. To subscribe to the PDF report and/or the tablet edition, go to www.wnmn.org, or contact firstname.lastname@example.org.