We like good stories, and hearing those of others; our new home page on Trade Winds Advertising is inspired by our belief that everyone has a story to tell.

Most advertising falls short because it doesn’t tell a compelling story. This is why we believe a campaign that includes article marketing can be very powerful.

In a new study by Opinion Research Corporation (sponsored byAdfusion), American consumers say articles that include brand information comprise the kind of online advertising most likey to be read and acted upon, compared to banner ads, pop-up ads, email offers or sponsored links.

Favorable Response to Advertising Type of Advertisement
(Respondents Very or Somewhat Likely to Respond)

Articles that include brand information — 51%
Email offers — 47%
Sponsored search engine links — 39%
Banner ads — 25%
Pop-up ads — 13%

Source: Adfusion, 03/09

According to the study, 67% of people between the ages of 18 and 24, and 56% of those making at least $75,000 per year said they are “very likely” or “somewhat likely” to respond to article-based advertising. Pop-up ads were the least successful.

When asked how frequently they conduct Internet searches for products or services found in online articles, half the respondents said “very frequently” or”somewhat frequently,” and 69% of 18-to-24-year-olds said they were likely to conduct a search for products or services based on an article. Also, 57% of those making over $75,000 per year expressed their likelihood to perform a search using the information in the article.

Scott Severson, ARAnet president, concludes: “A key finding for marketers is that 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; compared to banner ads or other options, people respond better when they can read an article, evaluate it, and then decide to click through.”

(The survey presents the findings of a sample of 1,074 adults comprising 520 men and 554 women 18 years of age and older, completed March 9 to 10, 2009.) For more information, visit http://www.aranetonline.com.