Acknowledge the obvious

New research from GfK Starch shows that when it comes to spurring consumer engagement, ad content wins, reports Advertising Age.

GfK Starch examined thousands of surveys of ad readership to determine how effective print and online ads are at influencing consumers. Criteria includes basic remembering, involvement, and ultimate influence on behavior.

For print magazines, the study found little impact of the title on ad perception. Those engaged by the ads were likely to already be brand enthusiasts.

Consumer action went up when the copy in the ad was good, impacting those who weren't favorably disposed toward the product.

Online, Starch's findings showed good ads — coupled with a website that engaged visitors — led to higher engagement with the ads.

In case this wasn't clear before, advertisers are thus admonished to serve relevant and actionable ads quickly online to retain the attention of the surfer.

This may get a little tougher for some as consumer privacy groups increasingly scrutinize the relevance of cookies in advertising.