A new report from the Online Publishers Association (OPA) has established that there is a link between media site affinity and positive predisposition toward the advertisements displayed on preferred sites.
Advertisers can also be encouraged by the fact that 75% of high affinity users believed that ads interfered less with their experience on the site. However, only 31% of low affinity users felt the same way.
“While there has always been widespread belief that a consumer’s loyalty toward a media vehicle makes an impact on the effectiveness of advertising within that vehicle, we haven’t had the proof until now,” said Michael Zimbalist, executive director of the Online Publishers Association.
“The OPA Affinity Index not only provides advertisers with useful insight into media selection, but it also gives online publishers areas on which to focus in order to increase their percentage of loyal users,” he concluded.