Consumers are more likely to read and act upon online advertising than they were a year ago, according to Opinion Research Corporation.

Every type of online advertising scored better with consumers in 2010 than a year ago.

Consumers say articles that include brand information are the type of online advertising they’re most likely to read and act upon, compared to banner ads, pop-up ads, email offers or sponsored links.

Article-based advertising was preferred by 53% of respondents who said they are “very likely” or “somewhat likely” to read and act upon the material.

Coveted demographic groups are even more likely to express a preference for articles. According to the survey, 66% of people 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 read and act upon article-based advertising. Pop-up ads were least likely to be read or acted upon.

In the national study of 1,053 adults conducted in March 2010, survey respondents rated their likelihood to read and act upon five types of online advertising: banner ads, pop-up ads, e-mail offers, articles that include brand information, and sponsored search engine links. Respondents said they were “very likely” or “somewhat likely” to read and respond to:

Articles that include brand information: 53% compared to 51% in 2009.
Email offers: 51% compared to 47% in 2009.
Sponsored search engine links: 40% compared to last year’s 39%.
Banner ads: 28% compared to 25% in 2009.
Pop-up ads: 19% compared to 13% in 2009.

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