comScore, Inc., a US-based provider of digital marketing information, has announced that it has been selected by the Association of Online Publishers (AOP) to conduct a study focused on how trusted websites can deliver higher returns on advertising investment. AOP is an industry body representing online publishing companies that create original, branded, quality content.
The breakthrough study is commissioned by the AOP on behalf of its members, including leading online publishers such as the Guardian Media Group, the Telegraph Media Group, BskyB, ITV, IPC Media, Bauer Media and Reed Business Information.
The new research project builds on the AOP study ‘The New Rules of Engagement’, which determined the value of the environment of original content websites in cultivating trust among content consumers, thereby engendering greater trust in its advertising messages. The study findings were presented by AOP’s Head of Research and Insight, Tim Cain, throughout late 2010 and earlier this year, to media agencies, publishing companies and at a variety of industry events.
The final results of this study will be published by comScore and the AOP in late November 2011.
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