A report from AYTM Market Research suggests that focusing on internet marketing through news and blog content may be more valuable than display ads.

A report from AYTM Market Research found that just 16 percent of consumers believe online display ads are an effective medium for advertising products or services. Moreover, less than 14 percent of respondents said they usually pay attention to ads they see on the web.

With many consumers reporting dissatisfaction with aggressive website display or pop-up ads, companies can use internet marketing to appeal to their target audience. Shifting from overt advertising to marketing through information and interaction can help businesses improve the appeal of their products and services.

Sixty-six percent of respondents said that they regularly read news websites and an additional 51.8 percent access blogs. Pairing marketing with information through news content marketing can help companies avoid spending money on display advertising campaigns that may be ignored by prospects.

Focusing on using website content to drive search standing will result in prospects organically finding information and navigating through the conversion funnel without feeling overwhelmed by ads. With so many relying on news sites and blogs, using content as target marketing can help inform these news-hungry readers, while boosting their interest in and products and services as well.

Brafton recently reported that news has become one of the most popular forms of content on the web. Whether it’s from their smartphones, tablets or other devices, more than 60 percent of Americans access news content on the web every day.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.