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BizReport : Advertising : November 06, 2007

Report: Consumers want facts about products

Don't dazzle them with shiny pictures or funky music. According to a recent report from GfK Starch, content is king in more than the social realm. Users want strong content - facts and figures - in their ads, too.

by Kristina Knight

According to the report, consumer actions increased according to the strength of the ad copy in print ads. Those who weren't already in favor of the product were more likely to convert to buying that product if the cop in the ad was informative than if the ad was simply flashy.

The same held true for online ads. Researchers found that content rich print ads coupled with a content rich website were key in converting shoppers to buyers. Strong content also led to a higher engagement level with the website itself.

What does this mean for the advertiser? Ads don't need a lot of fancy gadgets, pretty colors or cool effects to catch user's attention. Rather, an online campaign should be filled with content. More and more consumers are being influenced by peer reviews, so include a forum or allow users to post reviews on the product site. Giving users information about the product, pointing them to your website and including user-generated content as well as advertising copy to keep them engaged with the website. Offering more than simple "this product is good for. . ." content is a great first step in catching user's attention.

Tags: ad copy, content, online advertising

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