OPA: Consumers act on local media ads

At last, some good news for newspapers. The OPA’s study, "Local Online Media: From Advertising to Action," found that 46% of consumers “took action” after seeing ads on local newspaper sites, more than any other local media. In comparison, 37% of consumers took action after viewing a local ad on a portal.

The results (.pdf), based on a survey of just over 2,000 local online content consumers, were broken down as follows for the percent of consumers taking action after viewing local ads:

46% Local newspaper site
44% Local television site
42% Local magazine site
39% User review site
37% Portal

"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 the OPA.

Tags: local advertising, local media, portals