OPA Study: Ads do well on local newspaper sites
By Erina Lin, Tuesday 19 August 2008 at 20:13 :: Advertising :: #2135 :: rss
According to a new OPA study focusing on advertising on U.S. local media sites, newspaper sites lead in terms of the percentage of consumers taking action after viewing local ads, Editor & Publisher reported.
Forty-six percent of consumers said they would take action after viewing ads on local newspaper sites, while 44 percent of those on local TV sites said so. That number was 42 percent for local magazine sites, 39 percent for user-review sites and 37 percent for portals.
“Just as we see on a national scale, media sites outpace portals and all other online media at delivering meaningful advertising results,” OPA president Pam Horan said, according to E&P.
Moreover, 56 percent of online newspaper readers have “strong trust” in Web ads on newspaper sites, the highest among all local sites, according to the study.
OPA also found that visitors to local media sites are “desirable advertising targets.” Local magazine, newspaper, and TV sites attract 48 percent, 40 percent and 39 percent, respectively, of consumers with more than US$500 online spending in the last 12 months. Only 37 percent of portal visitors and 34 percent of the overall online population spent the same amount, E&P reported.
In terms of satisfaction, the OPA report found that consumers gave high scores to local content. Among all visitors, portals lead in satisfaction, followed by local newspaper and TV sites. However, local media sites have significantly higher satisfaction over portals among frequent visitors – 79 percent of them are satisfied with local TV sites and 77 percent satisfied with local newspaper sites, while only 65 percent are satisfied with local portals.
The “Local Online Media: From Advertising to Action” study, conducted for OPA by JupiterResearch, surveyed 2,069 people in United States, E&P reported.
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