AOL will launch a super-sized ad format across its properties next week. The company will design it to minimize ad clutter and maximize advertiser impact. Recently the Online Publishers Association (OPA), conducted tests with similar sizing with online publishers such as Hearst and the New York Times. The story added that "according to AOL, both the effectiveness of advertising and the accessibility of content on the Internet are being diminished by ad clutter. Its solution is to bundle the ad real estate on its pages into one large-scale ad unit, enabling brands to occupy a much larger portion of the page and limiting clutter from banners, brand logos, and text ads."
OPA recently released “A Sense of Place: Why Environments Matter.” The research ferreted out how 2910 adult Americans "perceive content in different online environments, an whether these perceptions impact advertising receptivity and consumer response." The study assessed perceptions and responses in the following online environments: "1) media properties (e.g., ESPN.com, iVillage, NYTimes.com, Wall Street Journal Digital Network; 2) portal channels (e.g., AOL News, MSN Money, Yahoo Sports) and 3) social networks (Facebook, MySpace)."
Top findings include the following:
- Sites with relevant content correlate strongly with audiences being loyal to these sites (a correlation score of .445).
- Sites with trusted content correlates strongly with the sites’ advertisers being perceived as reputable (a correlation score of .388).
- Brands perceived as relevant are more likely to have a response to their online ads (a correlation score of .353).
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