Research, carried out by DJG Marketing indicates that visitors to the OPA sites bought more frequently and spent more money across several major categories including, entertainment, financial services, travel and automotive.
On-line Publishing Association president Pam Horan believes her members’ sites offer value for advertisers because:
“This study demonstrates that branded original content sites deliver more valuable buyers than portal and search sites. OPA sites allow advertisers to be where consumers are eager to learn, more likely to buy, and more willing to spend."
Advertising executives may take a different view. Advertising on portal sites gets products and services seen by a larger audience and also allows them to target potential customers through paid search marketing.
It is in building relationship that site owners win. Its more PR than anything else.