December 1, 2011
New research launched today by IPC Media has found that 50% of consumers think that advertising on premium content sites is well matched to the content of the sites, compared to portal sites (28%) and social networking sites (30%).
Entitled AdPACE - Premium Audience Content Engagement - the study is an extensive piece of research that provides insight into how different audiences engage with premium content websites. Findings from AdPACE also show that the 'portrait-style' advertising format, which is rolled out across IPC's premium content sites from today, was seen as a positive and welcome part of the content mix.
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.
with 68% visiting a brand's website as a result of the advertising
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. Users see advertising as something which the host brand has given its quality assurance to and as a result have higher interaction levels than other forms of online advertising."
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.
Sam Finlay, head of digital advertising adds: "Overwhelmingly respondents expected to see advertising on premium content sites but also told us that they enjoyed them and that they found them useful. The portrait format was favourably received because of the multiple engagement points it offers consumers. We are looking forward to incorporating the portrait format within exciting bespoke solutions for our advertising partners."
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.
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Notes to editors
*AOP 'Rules of Engagement' 2010
IPC Media (www.ipcmedia.com) produces over 60 iconic media brands, with print alone reaching almost two thirds of UK women and 42% of UK men - almost 26 million UK adults - while its websites collectively reach over 20 million users every month.
IPC's diverse print and digital portfolio offers something for everyone, with a focus on three core audiences: men, mass market women and upmarket women.
For further information about IPC, contact:
FOR MORE INFORMATION PLEASE CONTACT:
Anna Foster, group head of PR, IPC Media on 020 3148 5406, 07896 103474 or email firstname.lastname@example.org