Websites with original content have better advertising effectiveness than sites without, according to new research from the Online Publishers Association.

In addition, the research shows that the coveted 18-34 demographic are twice as likely to have favorable opinions of about advertised brands on sites with original content.

The same holds true of affluent viewers who are about twice as likely to have increased brand favorability and brand awareness.

"At a time when every advertiser is looking for the best return on their investment, a quality environment matters more than ever," said OPA president Pam Horan. "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."

The study found that overall brand awareness on sites using original content has increased 38 percent since the last time the study was conducted over the summer.

It is yet more research which shows the impact of online content. Recently a report from market information company TNS found that more Americans trust online news than television or print.