Online consumers respond to ads that tell a story

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sehablasearch_small.jpgADOTAS — 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.

Article-based advertising was preferred by 51 percent of respondents, saying they are “very likely” or “somewhat likely” to read and act upon the material, according to the survey conducted online by Opinion Research Corporation and sponsored by Adfusion. In addition, 67 percent of people between the ages of 18 and 24, and 56 percent of those making at least $75,000 a 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.

Respondents rated their likelihood to read and act upon five types of online advertising: banner ads, pop-up ads, e-mail offers, articles that include brand information, and sponsored search engine links. Respondents said they were “very likely” or “somewhat likely” to read and respond to:

– Articles that include brand information: 51 percent

– Email offers: 47 percent

– Sponsored search engine links: 39 percent
Banner ads: 25 percent

– Pop-up ads: 13 percent

Further, 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.” And again, young and high-income people showed their preference for online articles. Sixty-nine percent of 18-to-24-year-olds said they were likely to conduct a search for products or services based on an article, and 57 percent of those making more than $75,000 per year expressed their likelihood to perform a search.

Other revealing data from the study included:

– Pop-up ads were the least favorable option for every audience segment, regardless of age, race, income, sex, region, size of household or presence of children in the household (87 percent of survey respondents said they were not very likely or not at all likely to read and act upon pop-up ads).

– 56 percent 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.

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– 62 percent 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 percent of college graduates said they conduct Internet searches for products or services they read about in online articles either very frequently or somewhat frequently.

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.

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