IPC launches research into premium content websites
New research launched today (1st December) by IPC Media has found that 50% of consumers think that advertising on premium content sites is well matched to the sites. This compares to 28% for portal sites and 30% for social networking sites.
Branded as AdPACE – Premium Audience Content Engagement – the study is a piece of research that provides insight into how different audiences engage with premium content websites
AdPACE builds upon the AOP’s assertion that premium content sites engender greater trust than portals and social networks. AdPACE used quantitative and qualitative research methods amongst over 3,000 respondents to investigate further how advertisers can maximise this engagement.
The study found high levels of trust amongst consumers visiting premium sites, 84% stated that they trust the advertising they see on the sites and 86% trusted the brands that advertise on the sites.
Amanda Wigginton, director IPC Insight says: “Our research found that what really drives people to visit premium sites are their passions – be they music, celebrities or food ideas – and the desire to be part of a like-minded community. This common interest united around users’ passions creates a more engaged audience, and it’s that high engagement that makes premium content sites so valuable to advertisers.”
As well as the portrait format, AdPACE also tested interactions with a variety of different advertising formats including sponsorship, re-skins and embedded advertising. The research found that consumers had a greater propensity to interact with a portrait advert (65%), found it easier to find more information (76%), felt it to be least intrusive to overall viewing experience and was the most eye-catching and compelling (67%). In addition 70% of those surveyed felt that the advertising was in keeping with the content on the site.