Ads on local websites most effective

Advertisements on local newspaper, magazine, television and directory websites (such as TheBestOf) are more likely to have a positive effect on consumers, new research shows.

A study by the Online Publishers Association (OPA) found that consumers who visited all three of these local media sites are more likely to take action after viewing an ad there than visitors on all other local content sites.

Most popular were local newspaper sites, which resulted in 46 per cent of consumers taking action including making a purchase, going to a store or conducting research. Next were local television sites with 44 per cent, followed by local magazine sites with 42 per cent.

The study also showed consumers expressed a significant amount of trust in advertisements on local content sites, with 56 per cent of respondents saying they strongly trust ads on these sites.

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

“Just as we see on a national scale, media sites outpace portals and all other online media at delivering meaningful advertising results.”