New Report Shows That Local Online Media Sites Perform Well for Advertisers
Local media sites offer a distinct advantage to advertisers, according to a recently released report from the Online Publishers Association (OPA). The study shows that consumers trust advertising on local magazine, newspaper and television Web sites, and are more likely to take action after encountering ads on these sites.
The report—“Local Online Media: From Advertising to Action”—was conducted by JupiterResearch for the OPA and surveyed more than 2,000 local online content consumers. Forty-two percent of local magazine site visitors took action after viewing local ads, while 46 percent of newspaper site visitors and 44 percent of visitors to TV sites did the same.
“With strong brands and trusted environments, local media sites deliver concrete results for local advertisers,” says Pam Horan, OPA’s president. “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.”
The full report is available at http://www.online-publishers.org .