Study: Articles Featuring a Brand More Likely Than Ads to Get Consumers to Act

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When it comes to getting someone to read or take action after viewing content, it turns out PR related functions – namely, placing your client in a story – are more effective than online advertising tactics.

According to an ARAnet poll by Opinion Research Corporation, cited today by eMarketer:

Compared with banner ads, pop-up ads, e-mail offers and sponsored links, articles that include brand information were most likely to lead US Internet users to read – and act.

“A key finding for marketers is that younger audiences respond to information that reaches them in the form of articles,” said ARAnet president Scott Severson to eMarketer. “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.”

[image courtesy eMarketer]