Quality online environments help advertiser engagement

New research from Newsworks and GroupM reveals that quality online environments, such as those created by news organizations, have a positive impact on multiple important engagement metrics used by advertisers.

In a blog post at INMA, provides a breakdown on the study's data. It reports, for example, that ads appearing in quality online environments are:

  • 42% more cost effective for advertisers based on levels of engagement, viewability, above-the-fold placement, and dwell time.
  • 58% more likely to be 100% in view (which is GroupM’s global viewability standard) for at least five seconds.
  • 98% more likely to be placed fully above the fold.
  • 273% more likely to prompt a hover from a user.

In addition, they also produce stronger response rates across the board with average uplifts of +10.5% for brand awareness, +19.2% for ad recall, +9.7% for brand perception, and +10.3% for recommendation intent.