April 2, 2010, 12:00 AM

More consumers are responding to online ads

Online consumers are responding more to all types of online advertising, a new poll from Adfusion, an article-based ad network owned by ARAnet finds. Each form of online advertising scored better with consumers in 2010 than a year ago, Adfusion says.

Online consumers are responding more to all types of online advertising, a new poll from Adfusion, an article-based ad network owned by ARAnet finds. Each form of online advertising scored better with consumers in 2010 than a year ago, Adfusion says.

Pop-up ads gained the most in percentage terms with 19% of respondents reporting that they are very or somewhat likely to read and respond to such ads compared to 13% a year earlier. Next in line was e-mail offers at 51% vs. 47%, banner ads with 28% vs. 25%, articles that include brand information at 53% vs. 51%, and paid search ads at 40% vs. 39%.

"First, we`re seeing that all these areas of online advertising are being received favorably by consumers, which means they are tuning in to marketers` online messages," says ARAnet president Scott Severson. "Secondly, we continue to see a growing and healthy preference for article-based advertising. And a third key is that coveted younger and more affluent audiences are receptive to all types of online advertising."

The survey, conducted March 22 and 23, polled 1,053 adults 18 years and older. This is the second year the survey was performed.

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