The Online Publishing Association, (OPA), has released a new report that found after analyzing independent Dynamic Logic MarketNorms data, advertising effectiveness scores on quality, original content sites, as represented by OPA members, were numerically higher on the Web in general, on portals or on ad networks.

The new report, “Improving Ad Performance Online” is the second in a series of OPA reports using Dynamic Logic’s MarketNorms database. The first study was conducted in July, 2008.

“The research has shown that a quality advertising environment delivers better results,” said OPA President Pam Horan. “Quality is proving to be a key point of differentiation during challenging economic times, increasing advertising performance relative to ad networks, portals, and overall MarketNorms.”

Since the first report in July, aided brand awareness score on OPA member sites have increased 38 percent, while scores on ad networks have decreased 19 percent.

Similarly, brand favorability scores for OPA member sites have risen 27 percent, while ad networks, portals and MarketNorms have dropped 29 percent, 17 percent and 6 percent respectively.

The new data also shows that younger audiences (18-34 years old) are estimated to be about twice as likely (106% better, on average) to form favorable opinions about advertised brands on OPA member sites than on portals and MarketNorms (83% better).

“”This data is particularly important because the current recession is the first since online advertising has become a mainstream reality,” said Horan.

“At a time when every advertiser is looking for the best return on their investment, a quality environment matters more than ever. While advertisers with tight budgets may consider the cheap alternative provided by ad networks, the adage ‘you get what you pay for’ is as true today as it was a hundred years ago.”