Quality Counts

Quality Counts: Symbiotic Relationship of Online Content and Advertising

At AOL, we’ve done a lot of work looking at the way consumers interact with content and advertising. Our new study explores the relationship between the two, and asks if quality content improves ad performance.

Over the last 2 years, AOL has partnered with the Data & Management Counsel and Nielsen to examine the ways that people interact with online content. Our first study, released during Advertising Week 2010, looked at the role of content in the user experience.

During 2011, we investigated the ways that content powers the social web, as well as when and how users engage with online advertising. This latest report explores the relationship between content and ads by asking if the quality of the content affects how the ads perform. The answer? In a word, yes.

The “Quality Counts” webinar uses all of the previous research to explore these and other related topics. To learn more about "The Quality Effect", download the full study here.