Run in tandem with Omnicom Media Group, it will involve 21 premium publishers and over 100 UK media brands.
On completion, the study will cover advertising impact and effectiveness across mobile and tablet internet. Apps (excluding digital editions) as well as PC browsing will also be evaluated. Publishers taking part include The Telegraph and Guardian Media Groups, Dennis Publishing, IPC Media, Haymarket and Incisive Media. Renowned brands from Omnicom Media Group will be taking part in the study through advertising campaigns. Celtra will act as the project’s rich media partner and Mobile 5 will produce all creative content.
The project will measure the value of trust and context across the digital publishing landscape of premium content sites, and provide AOP members and the wider industry with insight into best practice when it comes to cross-platform campaigns.
This project marks the second phase of the AOP’s quest to provide better understanding of the modern day publishing sector. Last year the association investigated the effectiveness of advertising on premium mobile content sites in conjunction with Mindshare, part of Group M, the global media agency network.
Commenting on the project AOP Managing Director Tim Cain said: “The research we published last year on mobile advertising trends received a massive response from our members. This year’s project goes a step further. It will outline good practice that digital publishers should consider. There is no “one size fits all” solution to advertising but we are looking to understand the principles that will ensure cross device advertising works effectively and hope to provide best practice insight. The fact some of the biggest names in publishing and from the wider economy are involved in this project will truly underpin its credibility and necessity.”
Rachel Robinson, Head of Mobile at PHD (an Omnicom Media Group company) observed: “The digital publishing space is an ever evolving landscape, constantly breaking new ground and keeping pace with changing technologies. Research like this is critical to all stakeholders, to ensure publishers continue to be commercially successful and to provide agencies and clients with the insight to deliver effective campaigns.”
