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Web researchers, iPerceptions, recently conducted a study that relied on user-generated feedback from 14K visitors to leading media sites to gather insights into which type of online advertising get people to click. The  consumer’s online advertising preferences report had many takeaways, but there was one quote that I simply love for its simplicity.

“Our research clearly shows that media sites that offer consumers compelling content and features - encouraging repeat visits - generate much better ad clickthrough rates than less engaging sites.  Marketers that want to reach high quality audiences should focus ad placement on sites that deliver the highest customer loyalty and repeat visitor traffic.”

-  Jonathan Levitt, Vice President of Marketing at iPerceptions

That’s about as simple as it gets.  Compelling content yields compelling results.  Now the trick is for media companies to realize that compelling in print or broadcast does not mean compelling online.

Aside:

As always here is the wordle for today’s post.

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This entry was posted on Sunday, October 12th, 2008 at 3:14 pm and is filed under Advertising, Journalism, Magazines, Marketing, Media, Newspapers. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.