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BizReport : Advertising archives : March 19, 2009

Adfusion: Brand-focused storytelling popular with consumers

When article-based ad network Adfusion asked consumers whether they were likely to read and act upon articles that contained brand and product information, the results were surprising - many said they would.

by Helen Leggatt

adfusion logo.jpgAdfusion asked over 1,000 Americans aged 18 and above which of five types of online advertising they were most likely to engage with and respond to. Over half (51%) chose articles that included brand information. In comparison, respondents said they were "very likely" or "somewhat likely" to read and act upon:

- Email offers: 47%
- Sponsored search engine links: 39%
- Banner ads: 25%
- Pop-up ads: 13%

The survey found that those with high incomes ($75,000 per annum and over) and Millennials - both desired demographics - had a high propensity to read and act on brand-focused articles that told a story, going off to search on brands and products mentioned in the copy. As observed by GENWOW's Rick Mathieson, short copy doesn't necessarily "sell" better than long, even if it is snappy and sexy, and this is so online as well as off.

"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 either very frequently or somewhat frequently," said ARAnet president, Scott Severson.

"Our interpretation of the data is that, compared to banner ads or other options, people respond better when they can read an article, evaluate it, and then decide to click through for more information."

The survey was conducted online by Opinion Research Corporation in March this year and was sponsored by Adfusion, a division of ARAnet. The Adfusion publisher network is comprised of more than 2,500 top news and special-interest publishers that generate more than 200,000,000 unique visitors each month.

Tags: Adfusion, ARAnet, article marketing, article-based marketing, banners ads, email, GENWOW, long copy, pop-up ads, short copy

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