Users Act on Local Ads 9% More Frequently
ADOTAS – Location, location, location: new findings show that online advertisers should probably be thinking small these days. Local media sites are delivering superior results to online advertisers, according to a report from the Online Publishers Association. It found that ads on local newspaper, magazine and TV Web sites are “very likely” to result in users taking action.
The study, which surveyed 2,069 local online content sites, was conducted by JupiterResearch. Check out the report here.
The key is the action: Consumers on all three types of local media sites – newspapers, television stations and magazines – are more likely to take action after viewing a local ad than visitors on all other local content sites.
Newspapers rank first, with 46% of consumers taking action – including making a purchase, going to a store, conducting research – after viewing a local ad, as compared to 37% of consumers acting after viewing a local ad on a portal.
The full breakdown:
Percent of Consumers Taking Action after Viewing Local Ads:
Local Newspaper Site: 46%
Local Television Site: 44%
Local Magazine Site: 42%
User Review Site: 39%
Portal: 37%
The study also found that consumers on these sites fit the advertisers’ dream profile of spend-happy consumers. Local magazine, newspaper and TV sites attract significant percentages (48%, 40% and 39%, respectively) of consumers who spent more than $500 online in the past twelve months. Thirty-seven percent of portal visitors and 34% of the overall online population spend this amount in a year.
Founded in June 2001, the Online Publishers Association is an industry trade organization whose mission is to advance the interests of high-quality online publishers before the advertising community, the press, the government and the public. OPA member sites have a combined, unduplicated reach of 131.7 million visitors, or 73% percent of the total U.S. Internet audience.
Reader Comments.
May I have permission to reprint this article in my newsletter to ad customers in my independently owned weekly newsaper?
Linda Bryant
http://www.voicenewsnebraska.com
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