L’OPPA DRESSE LA CARTE DE LA VISIBILITE DE LA PUBLICITE EN LIGNE ...
... ET S’ENGAGE EN FAVEUR DE LA QUALITE ET DE LA TRANSPARENCE
Suite aux évolutions constantes du marché, l’OPPA a analysé la visibilité de publicités sur les sites belges de contenus ‘premium’ en collaboration avec les membres suivants : De Persgroep Publishing; IPM Group; Groupe Rossel; Les Editions de l’Avenir: Roularta Media Group et Mediahuis.Cliquez ici pour voir l'analyse complète.
BUILDING BRANDS IN A DIGITAL AGE
RESEARCH, INSIGHTS, CASES FROM OPPA BELGIUM
OPPA created a casebook illustrating that Belgian publishers create original branded quality content that is a trusted source of information for consumers and that allows brands to do effective storytelling.
In the first chapter the value of branding on premium content sites is demonstrated with quantitative data : 55% of the ads shown on premium content sites are find positive; 47% of the ads are find credible and 28% of the people who saw the ad will try the product. This chapter ends with a detailed description of the publishers’ brand impact surveys (Romeo, Chad, Connectometer, Eye) and some interesting cases.
In the second chapter the focus is on the strengths of specific advertising channels and formats : native-, video- and mobile advertising.
Followed by some succesfulf cases in which content of publishers played a central role to build trust and engagement in a cross-media world.
Finally the casebook ends with the representation of premium content sites in the CIM survey, after all up to 80% of the total monthly real users visit OPPA content sites (PC/Laptop).
OPPA Brand Buzz Survey
With the OPPAb Brand Buzz Survey we go a step further and investigate relationships between brand conversations & OPPAb members’ media properties. With the OPPAb Brand Buzz Survey we give an answer to 3 questions:
Do content sites generate conversations, and which factors drive the conversation?
In 2011 OPPAb did successful research showing that trust in content websites relies on the professionalism and the quality of their editorial teams. With the OPPAb Brand Buzz Survey we go a step further and investigated our visitors which internal and external factors encourage them to start an on- or offline conversation about brands, and how these conversations distinguishes from conversations on sites not nourished by journalists.
The OPPAb Brand Buzz Survey investigates about which categories and brands their visitors generate conversations, and what is the quality, quantity, power and reason of these conversations. Are the conversations strong enough to drive change?
The OPPAb Brand Buzz Survey investigates if the conversations generated by their visitors have an influence on the purchase funnel. With a buzz map OPPAb measured if a brand generates buzz ; how much & how strong compared to its competitors and if word of mouth is positive or negative. With our ambassador map OPPAb measured if their is a difference between the buzz of clients and non-clients for the different categories.
WHITE PAPER : "SMARTPHONES IN THE MOBILE WORLD OF CONTENT PUBLISHERS"
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o mobile product development for regional newspapers,
o zoom-in on mobile traffic on Het Nieuwsblad .