Friday
Consumers Pick Up Clip of Coupons
Last year was the first time in 15 years that coupon redemptions didn't decline, research shows. Individual companies have mixed reports on coupon usage, but a broad Unilever NV study in the U.S. found that in the first quarter, the percentage of goods sold via coupon rose from a year earlier. Read More
Wednesday
What Metrics Matter?
Want to know more about what the value of online is to your clients...and what isn't a value....read more
Monday
46% of online consumers take action after viewing local ads....
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 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, 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%
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 on local TV, newspaper and magazine sites... "
Consumers on these sites are desirable advertising targets, concludes the report. 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.
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 portals and media sites each have strengths. Portals lead in satisfaction among all local content visitors, followed by local newspaper and TV station sites.
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
Portals, Newspaper and TV Sites Lead in Satisfaction with Local Coverage (% Local Content Users)
% Satisfied with Local Community Coverage
User review sites
13%
Local magazine sites
20%
City guides
26%
Classifieds sites
34%
Online yellow pages
36%
Local TV station sites
48%
Local newspaper sites
48%
Portals
58%
Source: Online Publishers Association, August 2008
An important common trait of all local online content sites is an ability to attract high concentrations of influencers, says OPA:
10% of consumers are considered "Influential’s" according to research done by GfK Roper
29% percent of local online content site users say they are the first person people come to for recommendations about local restaurants and bars
26% of local online users say they are the first person people come to for local shopping recommendations
23% for local entertainment recommendations
23% for local consumer electronics recommendations
Source: Online Publishers Association, August 2008
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%
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 on local TV, newspaper and magazine sites... "
Consumers on these sites are desirable advertising targets, concludes the report. 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.
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 portals and media sites each have strengths. Portals lead in satisfaction among all local content visitors, followed by local newspaper and TV station sites.
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
Portals, Newspaper and TV Sites Lead in Satisfaction with Local Coverage (% Local Content Users)
% Satisfied with Local Community Coverage
User review sites
13%
Local magazine sites
20%
City guides
26%
Classifieds sites
34%
Online yellow pages
36%
Local TV station sites
48%
Local newspaper sites
48%
Portals
58%
Source: Online Publishers Association, August 2008
An important common trait of all local online content sites is an ability to attract high concentrations of influencers, says OPA:
10% of consumers are considered "Influential’s" according to research done by GfK Roper
29% percent of local online content site users say they are the first person people come to for recommendations about local restaurants and bars
26% of local online users say they are the first person people come to for local shopping recommendations
23% for local entertainment recommendations
23% for local consumer electronics recommendations
Source: Online Publishers Association, August 2008
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