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Advertising On Media Web Sites

Posted by John on June 17th, 2010

The results of a recent survey seem to indicate that web users are more likely to buy products advertised on media sites than on web portals or social media sites.

More users purchase a product advertised on a media site they frequent than on a social-media site or a general Web portal, according to a survey by Harris Interactive and the Online Publishers Association. The online survey of more than 2,900 people showed that 8% of respondents had bought something after seeing an ad on a media site (like a radio station, TV station, TV network, newspaper or magazine), while 5% had made a purchase after seeing an ad on a portal (like MSN or Yahoo) and 2% had done so based on a social-media advertisement (like Facebook).

The study indicated that users were more likely to believe that advertisers on media Web sites were more reputable and that such feelings were related to trust the users had in the sites.

“I imagine there’s a screening process that allows only the best of the best to advertise,” one of the study participants told the researchers in describing the advertising on the site. That idea was common among interviewees, said Stuart Schneiderman, the research director of the OPA. “They will say they believe ad sales teams for these sites do due diligence, even if that’s more perception than reality,” he said.

“The point is that content matters and brands matter,” said Pam Horan, president of the OPA. She theorized that users develop a deeper relationship with media sites because they are already more tailored to their interests. “Those who see loyalty to media sites are much more likely to make a purchase,” she said, adding that survey respondents were more likely to say they were loyal to a particular media site than to a more general portal or social networking site.

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