October 2008

Ad Advantage to Local Online Media

According to a new report by the Online Publishers Association, local media sites hold a distinct advantage when it comes to delivering results for advertisers. The study finds that consumers tend to trust advertising on local newspaper, magazine and television websites and are very likely to take action after viewing ads on such sites.

Local newspapers command the highest conversion with 46% of consumers taking action, such as making a purchase, visiting a retail outlet or conducting research, after viewing a local ad. By comparison, 37% of consumers act after viewing a local ad on a portal. This is a useful advantage that local newspapers have over the other media included in the report.

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%

OPA president Pam Horan, says "... local media sites deliver concrete results for local advertisers... consumers are more likely to act on the ads they see in local newspapers, TV and magazine sites."

The report concludes that consumers visiting these sites are desirable advertising targets. Local newspaper, TV and magazine sites attract significant percentages (48%, 40% and 39%, respectively) of consumers who spent more than $500 online in the past twelve months. In comparison, 37% of portal visitors and 34% of the overall online population spend this amount in the preceding year.

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.

The OPA report finds that satisfaction with local content is high overall and local media sites have a significant lead over portals:

  • 79% of frequent visitors are satisfied with local TV sites
  • 77% are satisfied with local newspaper sites
  • 65% of frequent visitors to portals are satisfied

"Local content sites of all types play an important role in serving the local community. But this report shows that local media sites have a very real advantage when it comes to delivering results for advertisers," Horan said.

The report is available from OPA here.