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Online Ads Spur Increasing Consumer Action

(April 7, 2010)

Brand-related articles appeal to key demographics

US Internet users are more apt to take action after viewing a variety of online ad formats, according to longitudinal research conducted by the Opinion Research Corporation for Adfusion. Adfusion is an article-based advertising network and division of ARAnet.

The survey found respondents were most likely to act based on reading an online article with brand information, at 53%, up from 51% last year. In addition, nearly six in 10 Internet users said they searched for products and services they read about in online articles at least somewhat frequently.

According to the March 2010 survey, brand-related articles interest key demographic groups, with younger and higher-income users more likely than average to take action after reading them.

"We're seeing that article-based advertising rates highest with these important and discerning audiences," said ARAnet president Scott Severson, in a statement. "Compared to other online advertising options, consumers prefer reading an article, evaluating it, and then deciding to click through for more information."

Sponsored search links also appealed to younger and higher-income targets, with 23% of 25- to 34-year-olds saying they were very likely to act on such ads compared with 11% of respondents overall. Banner ads and e-mail offers appealed most to the 18-to-34 age group, as well as Hispanics and African-Americans.

Source: eMarketer

Check out another article from eMarketer, "Optimism for US Online Ad Spend."

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