The AOP's research study called 'The New Rules of Engagement' looked at a number of issues around the relationships between brands, advertisers and website content.
In particular, it looked at how consumers engage with what the AOP terms "original content" sites, portals and social networks.
The study involved 1,340 interviews via an online panel and examined engagement levels across UK newspaper sites, commercial TV, radio sites and magazine sites, among others.
Key findings suggest engagement is strongest on original content sites as opposed to social networks, and consumers are almost three times more likely to believe that content sites are better than social media sites at influencing positive brand opinion.
Lee Baker, director of AOP, said: "This study offers publishers, advertisers and agencies compelling data, and ultimately offers advertisers business-critical solutions around advertising engagement. The results of this new study represent a marked evolution in how to view advertising engagement online."
A number of publishers have been briefed to present the findings over the next few weeks to the advertising community and key stakeholders including advertisers, creative and media agencies and other industry bodies.