Ads on Local Media Websites are more effective, research shows.

A new project conducted by Jupiter Research for the Online Publishers Association has found ads placed on local media websites are more effective than other local sites.  Download the entire study here.

Newspapers ranked first with 46% of consumers taking action after viewing a local ad, followed by local TV sites (44%), local magazine sites (42%), user review sites (39%), and portals (37%).  Newspaper, TV and Magazine sites also attracted significant percentages of consumers who spent more than $500 online in the past 12 months, compared to portal visitors and the general online population.

Unfortunately, OPA did not include local radio station websites in their study, but marketers can easily make the leap to assume similar results would be found with ads placed on radio sites considering the Top 3 response sites were local media and within 4% points of each other.

“Our analysis of 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,” said Pam Horan, president of OPA.

Download the entire study here.

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