Content sites better at engaging consumers than social media

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MarketingWeek, 12/3/10

Engagement and ad responsiveness are stronger for original content sites than social networks or portals, according to a study by the Association of Online Publishers (AOP).

The association examined how advertising and responsiveness varies across different types of site and findings suggest that web users are almost twice as likely to trust ads and brands on original content sites as on social media sites.

They’re almost three times more likely to believe that content sites are better than social media sites at influencing positive brand opinion, the study found.

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