Premium Content Publishers vs. Facebook, November 2012 [CHART]
Agencies and marketers rate premium content publishers higher than Facebook for brand-focused advertising, according to [PDF] the Online Publishers Association (OPA), in survey results released November 2012. For example, respondents were more likely to favor premium content publishers in areas such as brand safety (71% vs. 36%), capturing audience attention (63% vs. 29%), providing cross-platform opportunities (60% vs. 29%), and viewability of ads (59% vs. 42%).
As data from “Branding on Display” reveals, 78% of agencies and marketing decision-makers report positive brand-advertising experiences overall through premium content publishers, compared to 51% who say the same about Facebook. Survey results released in July found that marketers and advertisers (not limited to brand-focused advertisers) are turning their attention away from Facebook and increasingly focusing their attention elsewhere on the internet. Read the rest at MarketingCharts.