Internet Article-Based Ads Grab More Clicks

According to a new national study by Opinion Research Corporation, sponsored by Adfusion, American consumers say articles that include brand information is the type of online advertising they're most likely to read and act upon, compared to banner ads, pop-up ads, email offers or sponsored links, according to a new survey.

Favorable Response to Advertising
Type of Advertisement	% Saying Very or Somewhat Likely to Respond
Articles that include brand information	51%
Email offers	47%
Sponsored search engine links	39%
Banner ads	25%
Pop-up ads	13%
Source: Adfusion, March 2009

According to the survey, 67% of people between the ages of 18 and 24, and 56% of those making at least $75,000 per year say they are "very likely" or "somewhat likely" to read and act upon article-based advertising. Pop-up ads were least likely to be read or acted upon.

When asked how frequently they conduct Internet searches for products or services they read about in online articles, half the respondents said "very frequently" or "somewhat frequently." 69% of 18-to-24-year-olds said they were likely to conduct a search for products or services based on an article, and 57% of those making more than $75,000 per year expressed their likelihood to perform a search, says the report.

Additional data included in the survey:

• 87% of survey respondents said they were not very likely or not at all likely to read and act upon pop-up ads
• 56% of households containing three or more people said they are very likely or somewhat likely to read and act upon articles that include brand information.
• 62% of households with 13 to 17 year-old children said they are very likely or somewhat likely to read and act upon articles that include brand information
• 52% of college graduates said they conduct Internet searches for products or services they read about in online articles either very frequently or somewhat frequently

Scott Severson, ARAnet president, concludes that. "A key finding for marketers is that... more than two-thirds of the respondents between 18 and 34 said they conduct Internet searches for products or services they read about in online articles... compared to banner ads or other options, people respond better when they can read an article, evaluate it, and then decide to click through... "

(The survey presents the findings of a sample of 1,074 adults comprising 520 men and 554 women 18 years of age and older, completed on March 9-10, 2009)

For more information, and to access the PDF file from ARAnet, please visit here.

Article found on www.mediapost.com