Quality Online Content Providers Show Substantial First-Quarter Ad Revenue Growth
NEW YORK, NY -- May 21, 2003 -- The Online Publishers Association (OPA) announced today that a recent poll of 24 OPA member companies showed that, among these companies, first-quarter ad revenue grew an average of 40.7% over Q1 2002.
In addition, total revenue among this group was up an average of 37.6% over the same period last year.
"The strong ad revenue growth of OPA member companies provides further proof that advertisers are directing their spending toward high-quality content sites," said Michael Zimbalist, executive director of the Online Publishers Association. "In this respect, the Internet is no different than traditional media: Context matters."
The OPA cites a recent analysis of the combined results of more than 100 separate Dynamic Logic advertising effectiveness studies conducted on OPA member sites as evidence that quality sites deliver better results. Compared to Dynamic Logic MarketNormsTM for online advertising overall, advertising on OPA sites is 24% higher in generating Aided Brand Awareness, 13% higher in Message Association, 32% higher in Brand Favorability and 9% higher in Purchase Intent.
"These results show that quality content sites provide a significant return on media spending," said Zimbalist. "They help explain the continuing revenue growth our members are experiencing."
Publishers participating in the OPA revenue survey include: About.com, Bankrate.com, Belo Interactive, CBS MarketWatch, CNET Networks, CondeNet, COXnet, Edmunds.com, ESPN.com, Forbes.com, Hearst, Internet Broadcasting Systems, Knight Ridder Digital, Meredith, MSNBC.com, New York Times Digital, Scripps Networks, Slate, SportingNews.com, Tribune Interactive, USATODAY.com, Wall Street Journal Online, weather.com and Washingtonpost.Newsweek Interactive.
About the Online Publishers Association
Founded in June 2001, the Online Publishers Association (OPA) is an industry trade organization whose mission is to advance the interests of high-quality online publishers before the advertising community, the press, the government and the public. Members of OPA represent the standards in Internet publishing with respect to editorial quality and integrity, credibility and accountability. OPA member sites have a combined, unduplicated reach of 99.1 million visitors, or 69% of the total U.S. Internet audience (Source: comScore Media Metrix, January 2003 combined home/work/university data). For more information about the Online Publishers Association, visit www.online-publishers.org.