Local Promise for Online Advertisers
Local media sites hold a distinct advantage when it comes to delivering
results for advertisers, according to a new report by the U.S.-based
Online Publishers Association (OPA). The study finds that consumers trust
advertising on local newspaper, magazine, and television Websites, and are
very likely to take action after viewing ads on these sites. Newspapers
rank first, with 46% of consumers taking action after viewing a local ad.
The
results are part of "Local Online Media: From Advertising to Action," a
new OPA report looking at consumers who get local information from online
city guides, classifieds, magazines, newspapers, portals, television
sites, user review sites, or yellow pages.
The
study, which was conducted for the OPA by JupiterResearch, surveyed 2,069
local online content consumers selected randomly from NPD's online
consumer panel. The report is available at http://www.online-publishers.org/.
The
report finds differences between media sites and other types of local
online content sites when it comes to acting on local ads. 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.
|
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 |
Consumers
on these sites are desirable advertising targets. 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. And 37% of portal visitors and 34% of the overall
online population spend this amount in a year.
Trust is
another important factor driving advertising success, and consumers
express significant faith in advertising on local content sites. Newspaper
sites lead the way, with 56% of visitors expressing strong trust of the
advertising found on these sites, followed by local TV station sites and
portals.
Moving
beyond advertising, the OPA reports finds that satisfaction with local
content is high overall, and portals and media sites each have strengths.
Portals lead in satisfaction among all local content visitors, followed by
local newspaper and TV station sites. However, local media sites have a
significant lead over portals among frequent visitors (79% satisfied with
local TV sites; 77% satisfied with local newspaper sites). And 65% of
frequent visitors to portals are satisfied.
The OPA
report also identifies an important common trait of all local online
content sites: an ability to attract high concentrations of influencers.
While 10% of consumers are considered "Influentials" according to research
done by GfK Roper, 29% of local online content site users say they are the
first person people come to for recommendations about local restaurants
and bars.
Meanwhile, 26% of local online users say they are the first person people
come to for local shopping recommendations, 23% for local entertainment
recommendations, and 23% for local consumer electronics recommendations.
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