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Local Online Advertising Does Best on Local Media Sites

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When it comes to local advertising, the best conversions come from local media sites, such as newspaper and tv station sites, according to a new report from the Online Publishers Association (OPA). Local media sites see a higher percentage of visitors taking actions on local ads compared to a user review site or a portal.

  • Local Newspaper Site: 46%
  • Local Television Site: 44%
  • Local Magazine Site: 42%
  • User Review Site: 39%
  • Portal: 37%

2,069 local online content consumers were selected randomly for the study conducted by Jupiter Research for OPA.

“With strong brands and trusted environments, local media sites deliver concrete results for local advertisers,” said OPA president Pam Horan. “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.”

What do you think of the data? Does it change the way you think about local advertising? Give us your perspective in the comments.


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