Study: Do Online Ads Work?

MediaPost, 11/2/10

The Online Publishers Association (OPA) Tuesday plans to release a study, “Biometric Evaluation: Assessing the Effectiveness of the OPA Ad Unit,” to determine if the units released last year generate an emotional response.

The study found that during the first 10 seconds, searchers experience the same emotional response with the OPA ad units as they do with other elements on the Web page. Seventy-three percent of study participants looking at the OPA ad units after the first 10 seconds generate a stronger emotional response to the ads compared with the rest of the content on the page. On average, the response proved favorable. Those participating rated an average likeability rating of 6.3 out of 9.

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