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Survey: article based advertising rules

Posted by Michael Bloch in web marketing (Saturday April 3, 2010 )

It seems that folks are more likely to read and act upon online advertising than they were in 2009; particularly article based advertising.

In an Opinion Research Corporation consumer preference survey sponsored by Adfusion, each type of online advertising scored better with consumers in 2010 than a year ago.

According to the survey, consumers say they have a preference for articles that include brand information compared to banner ads, pop-up ads, email offers or sponsored links.

53 percent of respondents said 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.

Just something I’d like to point out about popups or hover ads – when they are used to promote on-site special offers for email newsletter subscriptions, they remain incredibly effective compared to signup boxes stashed in sidebars. Try using a subscription hover ad/popup yourself and I’m pretty sure you’ll see what I mean.

Anyhow, back to the survey. Respondents also said they were “very likely” or “somewhat likely” to read and respond to:

– Email offers: 51 percent, up from 47 percent last year
– Sponsored search engine links: 40 percent compared to 39 percent last year
– Banner ads: 28 percent compared to 25 percent in 2009
– Pop-up ads: 19 percent; 13 percent last year

When asked how frequently Internet searches were conducted for products or services they read about in online articles, frequency increased from about 50 percent a year ago saying they initiate a search “very frequently” or “somewhat frequently,” to 57 percent this year.

So what is article based advertising? It can be a case study, review or a general article where a dilemma is posed and solutions offered, among them a specific product or service. This is integrated into the article rather as a stand alone ad mid-way through the content.

One of the great things about article based advertising is that search engines like it too. So while it’s a method that appears to gain more attention from online shoppers, the articles can have the added effect of attracting more visitors to your site via search.

Content remains king!


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