Press Releases 2009

NEW YORK, NY – November 25, 2009 – The Online Publishers Association (OPA) today announced that its President, Pam Horan, will be speaking at the upcoming Federal Trade Commission Workshop on December 1, 2009, titled: “From Town Criers to Bloggers: How Will Journalism Survive the Internet Age?” The workshop has been organized to consider the emerging issues of an increasingly Internet oriented society. Specifically, Horan’s panel will address trends in online advertising and consumer demand.

New York, NY – September 17, 2009 – Internet users continue to spend a majority of their time with Content sites, up from 34 percent of total time spent in 2003 to 42 percent in 2009, a 24 percent increase, according to the Online Publishers Association (OPA). The OPA today announced a six-year analysis of its Internet Activity Index (IAI), a monthly gauge of the time being spent with Commerce, Communications, Community, Content and Search. And, while consumers may be spending significant time with Community sites, it’s coming at the expense of their time with Communication sites whose core capabilities are email and Instant Messaging (IM).

 OPA Members’ High-Quality Content Environments Raise Awareness, Message Association, Brand Favorability and Purchase Intent More than Portals and Ad Networks

New York, NY – August 13, 2009 – When compared against the Online Publishers Association (OPA) member sites, ads placed through ad networks and portals generated the smallest change for branding metrics, and in some cases made no difference for advertisers. This is one of the key findings from a new report released today by the OPA. Additionally, the research found that advertising effectiveness scores on these original, quality content sites were numerically higher than scores for ads placed on portals or ad networks and the industry as represented by MarketNorms^®.

Media Maven Perianne Grignon Brings Deep Marketing Expertise to Organization

NEW YORK, NY – July 29, 2009 – The Online Publishers Association (OPA) today announced that Perianne Grignon has joined as senior vice president of marketing for the organization. A former vice president of media strategy and digital innovation for Sears Holdings Corporation, Grignon brings an immense amount of insight and experience to the OPA from her varied work with major advertisers and agencies. In her role with the OPA, Grignon will help president Pam Horan drive the OPA’s marketing initiatives to further the membership’s overall business objectives.

BANK OF AMERICA, CLEVELAND CLINIC, CNA, FRITO-LAY, AND MERCEDES-BENZ LEVERAGING NEW FORMATS TO ACHIEVE ONLINE MARKETING GOALS

NEW YORK, NY – June 30, 2009 – The Online Publishers Association (OPA) today announced a group of leading brands implementing the new ad units across OPA member sites. The units, which were originally announced in March, are designed to help marketers deliver their brand experiences directly on the pages of these rich content sites. Today, a total of 37 OPA member companies are making the units available and several are running major advertising campaigns across a variety of sectors including consumer packaged goods, automotive, and financial.

Research Highlights Effective Ways to Measure the Impact of Branding Campaigns  

NEW YORK, NY – June 18, 2009 – The Online Publisher’s Association (OPA) today released a new research study, “The Silent Click: Building Brands Online,” which will be unveiled during the “Eyes on the Internet” tour kicking off in San Francisco on June 18^th. Throughout the tour, the OPA will address the findings and host panel discussions with senior agency and marketing executives about effective ways to measure the impact of branding campaigns beyond the click.

New Research Will Share Insights on How Online Advertising Affects Consumer Behavior

NEW YORK, NY – May 12, 2009 – The Online Publishers Association (OPA), today announced the schedule and program for its 2009 Eyes on the Internet tour. The three city road show, now in its sixth year, is designed to update executives in the advertising, marketing and publishing communities on the most recent research and trends in online media and marketing. Beginning in San Francisco on June 18th, this year's Eyes on the Internet tour will debut "The Silent Click: Building Brands Online,” which uncovers the secrets to how online brand advertising influences search activity, drives traffic to advertisers sites and influences how consumers spend money online. The research was conducted by comScore.

Inspiring a Renaissance of Creative Advertising on the Web

NEW YORK, NY – March 10, 2009 – The Online Publishers Association (OPA) announced today a new initiative designed to help stimulate a renaissance of creative advertising on the Internet that meets the needs of marketers by better integrating their messages into the fabric of the Web. As part of the announcement, a broad group of its members will implement new interactive, display advertising units across their sites. Starting in July, these new units will be available only through the publishers' direct sales teams.

New York, NY – January 8, 2009 – A new report released today by the Online Publishing Association, OPA, found that after analyzing independent Dynamic Logic MarketNorms data, advertising effectiveness scores on quality, original content sites, as represented by OPA members, were numerically higher than on the web in general, on portals or on ad networks. The strong showing for these sites swept across nearly all measurements outscored industry norms for the Internet in 47 out of 47 advertising metrics.