Editorial vs. Advertorial

Was talking to business partner a few months ago. The head of their editorial department told me that they could not link editorial up to our marketplaces because it would cross the historic line of editorial to advertorial.

Well yesterday came an email newsetter from this group:

The report states that clicks to relevant advertisers happens at a higher rate from content.

This means that the consumer is OK with the advertorial component when done tastefully.

Here are the details:

Favorable Response to Advertising
Type of Advertisement	% Saying 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, March 2009

There is more:

Additional data included in the survey:

• 87% of survey respondents said they were not very likely or not at all likely to read and act upon pop-up ads
• 56% of households containing three or more people said they are very likely or somewhat likely to read and act upon articles that include brand information.
• 62% of households with 13 to 17 year-old children said they are very likely or somewhat likely to read and act upon articles that include brand information
• 52% of college graduates said they conduct Internet searches for products or services they read about in online articles either very frequently or somewhat frequently
  

Here is where you can find the whole story:

http://aranetonline.com/Docs/OnlineAdvertisingSurveyResults031609.pdf


Steve