Dive Brief:
- InPowered is a tech startup that pulls in editorial content from across the web to use in display ads.
- The startup recently launched a survey tool meant to measure whether a promoted news story or review influences the reader's buying decisions.
- The display ads show a link to an actual article, not ad copy, and then at the end of the article a survey appears asking the reader if they are more likely to consider the product mentioned after reading the article.
Dive Insight:
InPowered intends to gain some valuable knowledge with its surveys. Advertisers would certainly be interested to know whether these articles are influencing consumer buying decisions. The downfall is the practice make look a bit spammy to prospective survey-takers. Will readers actually fill out the surveys? And if they do, will the surveys themselves sour participants on purchasing a product?
