Local quality content providers to contribute to advertising effectiveness

An association has been formed to promote the value of local quality online content in Ireland.
The Association of Online Publishers Ireland (AOP Ireland) has been established to represent Irish digital publishing companies that create original, local, branded, quality content. According to the association, there is an immediate requirement, not currently being addressed, to promote the particular value delivered by publishers that provide local quality content through a trusted online environment.
The association, founded by irishtimes.com, independent.ie, RTÉ.ie and entertainment.ie, aims to ensure advertisers and the public clearly understand the differences between various online activities and the benefits that members of the association provide.

Julian Douglas, managing director of entertainment.ie said in a statement: “The AOP Ireland will allow us to promote quality local content. From our perspective, it is important to make more research available that illuminates the significant role that our websites play in advertising campaigns.”
The association will undertake research, collaborate with existing online associations overseas and organise local events to promote these messages. Working and collaborating with other media industry bodies in Ireland, AOP Ireland will seek to develop and uphold industry standards and will contribute to advertising effectiveness and audience measurement.
Its main aims are to:  Increase awareness of the advantages and benefits for both advertisers and users engaging with websites that create quality, local, unique content; promote the value of this unique content its members produce and to help make clients aware of the opportunities available.