Local Content Matters Online 2010
Local Content Matters Online 2010. Advertiser’s Online Choices 100,000,000 Web sites 25,000,000,000 Pages on which to advertise.1% Average click-through.
Jan 15, 2016
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Local ContentMatters Online
2010
Advertiser’s Online Choices100,000,000 Web sites
25,000,000,000Pages on which to advertise
.1%Average click-through rate
250,000,000Web users in North America
Consumers Spend 40% of Online Time with Content
1/4 of time spent with e-mail
5% of time spent searching
12% spent in community
14% spent with commerce
–– Online Publishers Association 2009 Internet Activity Index/Silent Click
56% of Adults do not like Advertisingthat is Intrusive
The Site Matters
Content Site Audiences have Higher Engagement
–– Online Publishers Association, 2008
Local Media Sites Attract Consumers who Spend More Money Online
–– Online Publishers Association, 2008
Ads on Local Media Sites are More Likely to Generate Action
–– Online Publishers Association, August 2009
Consumers are 24% More Likely to Act on Local Ads Placed on Newspaper Sites
–– Online Publishers Association, August 2008
Ads on Content Sites have the Greatest Impact
–– Online Publishers Association, January 2009
57% of Consumers Use Newspaper Web Sitesfor Local Online Information
–– comScore, 2009
Consumers Express High Interest in Local Information Online
–– comScore, 2009
Newspaper Web Sites The most used sites for:Local Information
Local Sports
Local Entertainment
Local News –– comScore, 2009
Newspaper Web Sites Top local source for:
Trust
Credibility
Most informative–– comScore, 2009
Consumer Opinion of Ads Affected by Sites Where Ads are Placed
–– comScore, 2009
Ads on Newspaper Sites are More Trusted than Other Sites
–– comScore, 2009
Newspaper Sites are the Most Trusted Source of Online Advertising
Most current sites
Most credible sites
Most relevant sites–– comScore, 2009
Consumers believe newspapers are:
Ads on Newspaper Sites Most trusted because:
More likely to be current
More likely to be credible
Tend to be more local
Ads are from more familiar sources
Less junk advertising
18-to-34 Year Olds Prefer Newspaper Web Sites for:
Main Source for local online information
Most trusted source
Most credible source
Most informative Source
Ads on Newspaper Sites Drive More Search than All Other Sites
Ads on Newspaper Sites Drive Consumers to the Advertisers’ Site
Accelerating Growth
–– Nielsen Net//Ratings
Unique visitors to newspaper Web sites totaled74.9 million January 2010
Page views averaged over 3.5 billion per month
37% of all active Internet users visited newspaper Web sites.
The Value of Newspaper Media OPT-IN Advertising
In an OPT-OUT World
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