CategoriesDigital Marketinge-Media

Study: stories – most effective form of online advertising

Digital media executives may still complain the Internet hasn’t really lived up to its marketing potential — but one survey says users are responding more positively to a number of Internet media formats, according to MediaPost.

The best platform comes from messaging, where brand names are mentioned in articles — this according to the Opinion Research Corporation. It should be noted that ORC is a consumer-preference survey sponsored by Adfusion, an article-based advertising network and division of ARAnet.

The survey says consumers are more likely to respond and act on brand information that is included in digital articles than messaging from banner ads, pop-up ads, email offers or sponsored links.

The research company says article-based advertising — that includes brand-name mentions — were preferred by 53% compared to 51% a year ago.

Almost 70% of respondents between the ages of 25 and 34, and 60% of those making at least $75,000 per year, say they are “very likely” or “somewhat likely” to act upon article-based advertising.

Email messaging offers weren’t far behind articles that included brands. The study says email’s favorable rates stand at 51% versus 47% of a year ago.

Farther down the list comes sponsored search engine links, now at 40% compared to 39% of a year ago.

Historically, the worst media platforms — banner ads and pop-up ads — continue to bring up the rear, although both have improved from a year ago. Banner ads are now at 28% compared to 25% in 2009; pop-up ads added six percentage points to 19% from 13% of a year ago.