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August 20, 2008
Local Online Advertising Does Best on Local Media Sites
When it comes to local advertising, the best conversions come from local media sites, such as newspaper and tv station sites, according to a new report from the Online Publishers Association (OPA). Local media sites see a higher percentage of visitors taking actions on local ads compared to a user review site or a portal.
- Local Newspaper Site: 46%
- Local Television Site: 44%
- Local Magazine Site: 42%
- User Review Site: 39%
- Portal: 37%
2,069 local online content consumers were selected randomly for the study conducted by Jupiter Research for OPA.
“With strong brands and trusted environments, local media sites deliver concrete results for local advertisers,” said OPA president Pam Horan. “Our analysis of the Jupiter data finds that consumers are more likely to act on the ads they see on local TV, newspaper and magazine sites. Just as we see on a national scale, media sites outpace portals and all other online media at delivering meaningful advertising results.”
What do you think of the data? Does it change the way you think about local advertising? Give us your perspective in the comments.
Posted by Nathania Johnson at August 20, 2008 10:57 AM
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Comments
I'm very suspicious of these results. I'm not sure what is meant by "visitors taking actions". Conversion rates post-click? Did they run the same ads across multiple sites (including portals, etc.?).
My experience with dozens of Internet advertising campaigns is that click through rates are often better on national portals, even if you're advertising for a local/regional company. The surprise factor of geographic targeting helps here.
I don't doubt that post-click conversions would be slightly higher on local sites, since many of their advertisers are local and viewers would have greater familiarity with the companies and offers being promoted.
Jason Baer
Convince & Convert
Posted by: Jason Baer at August 20, 2008 4:36 PM
So where does radio fit into this study??? I find it hard to believe that a medium like radio with a built in audience doesn't show up?????
Posted by: BB Hainsworth at August 20, 2008 6:40 PM
I'm trying to figure out what the percent numbers mean. Is this study saying 46% convert from local newspaper sites.
I find it hard to believe that these sites convert better than someone typing a search like "raleigh north carolina exterminator."
A person doing that kind of search is obviously got a need.
Posted by: Fred Waters at August 21, 2008 8:11 AM
When times get tough economically local retailers advertise in a more comfortable environment. The one they live in. They are more concerned in seeing the result of their ad spend. Local advertising makes people feel more connected. As the economic belt tightens so does the advertising comfort zone
Posted by: Ryan Lee at August 21, 2008 1:35 PM
Ive spent 30 years on Advertising and Marketing Industry and 15 of those years online in Internet Marketing and now local Internet Advertising, Public Relations, and Marketing. Even though I think the best value and most effective way to advertise today for a local company is to use a blend of local online advertising, PPC, Paid media, and public relations we also see a higher rate of return on the advertising placed with local media sites.
Posted by: Christopher Paul at October 14, 2008 5:46 PM
It depends really how much money is available for advertising. I find an effective way to advertise is handing out flyers. Its cheap and effective. Banners is also a great way of advertising cheaply.
Posted by: Adrian Murphy at October 19, 2008 8:48 AM
