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Consumers More Likely to Act upon Online Brand Messaging This Year Than Last

Consumers are more likely to read and act upon online advertising than they were a year ago, according to an Opinion Research Corporation consumer preference survey sponsored by Adfusion, a division of ARAnet.

Every type of online advertising scored better with consumers in 2010 than a year ago.

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, says Adfusion, an article-based advertising network. (via MediaBuyerPlanner).

Article-based advertising was preferred by 53% of respondents who said they are 'very likely' or 'somewhat likely' to read and act upon the material, compared to 51% a year ago. Coveted demographic groups are even more likely to express a preference for articles. According to the survey, 66% of people 25-34, and 60% 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.

Other findings from the study include:

  • Articles that include brand information: 53% (compared to 51%) a year ago
  • Email offers: 51% (compared to 47%)
  • Sponsored search engine links: 40% (compared to 39%)
  • Banner ads: 28% (compared to 25%)
  • Pop-up ads: 19% (compared to 13%)

Frequency, or how frequently they conduct internet searches for products or services they read about in online articles, increased from about 50% a year ago to 57% this year. Younger and high-income people showed a considerable propensity to conduct a search after reading online articles. 72% of 25-34-year-olds said they were likely to conduct a search for products or services based on an article, up from 66% a year ago. And 70% of those making more than $75,000 per year expressed their likelihood to perform a search - 13 points higher than last year's 57%.

The data reveals three areas of data for marketers to ponder, says ARAnet president Scott Severson:

  • All areas of online advertising are being received favorably by consumers, which means they are tuning in to marketers’ online messages
  • A preference for article-based advertising is on the rise
  • Younger and more affluent audiences are receptive to all types of online advertising.

About the survey: The national study of 1,053 adults conducted in March 2010 asked survey respondents to rate their likelihood to read and act upon five types of online advertising: banner ads, pop-up ads, email offers, articles that include brand information, and sponsored search engine links.


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