Reports
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About the Executive Report
This report deals with innovations in the advertising sales operations of digital premium publishers. It covers major trends and addresses best practices across a wide range of current and emerging areas such as programmatic transactions, native advertising, 'high growth' sectors – principally mobile, video and social – and new standards such as ad viewability.
The 30-page report includes an annexe of slides from the company presentations shared at the October 2013 OPA Europe best practice meeting in Athens.
Prepared by Constantine Kamaras, Head of Research and Insights, OPA Europe.
Full report (Members only)
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About the Executive Report
This report deals with what is commonly referred to as 'Big Data', namely the availability, processing, analysis and revenue potential of an exponentially growing amount of information available to publishers, from a multiplicity of sources and in a multiplicity of formats.
The 17-page report covers big data in three areas of particular interest to publishers: journalism, marketing and advertising.
Prepared by Constantine Kamaras, Head of Research and Insights, OPA Europe.
Full report (Members only)
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Prepared for OPA Europe by ComScore. “The Silent Click” study looks at the impact on European users after their exposure to online brand advertising, including searches performed on the advertisers’ brands and visits to their websites. Among other findings, the study concludes that online brand advertising does indeed make an impact over time, just as offline advertising does, and shows that CTRs are essentially a Direct Response metric, making them inappropriate for judging the long-term effectiveness of online brand advertising.
Download the pdf:
silent_click_europe.pdf
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Prepared for OPA Europe by IPSOS.
This OPA Europe - Ipsos study reveals European Internet users’ attitudes, habits and opinions regarding online video content.
(Individual country data is available only to OPA Europe members.)
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In this interesting new study done by OPA in the U.S., see why measuring clicks does not tell the whole story of how exposure to branding ads influences search and buying activity.
