Favorable Response to Advertising
Type of Advertisement
% Saying Very or Somewhat Likely to Respond
Articles that include brand information
Sponsored search engine links
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:
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.