10% of Online Display Ads Are Locally Targeted
Of all display ads in four major U.S. markets (Atlanta, Chicago, San Francisco and Washington D.C.), 10 percent are locally targeted, according to a recent study conducted by comScore.
The study, which was “based on a new capability of comScore of identifying local advertisers in a particular market,” according to a statement, worked on the notion that “Advertisers were deemed to be locally-targeting ads in a particular market if their relative share of display ads was substantially higher than that market’s share of display ads nationally.”
In Atlanta, 10 percent of display ads from all publishers were locally targeted, while 7 percent of ads from the top 100 publishers were local and 23 percent of ads from the regional/local site category were local.
In Chicago, 9 percent of display ads from all publishers were local, while 9 percent of ads from the top 100 publishers were locally targeted and 33 percent of ads from the regional/local site category were local.
In San Francisco, 11 percent of ads from all publishers were locally targeted, while 10 percent of ads from the top 100 publishers were locally targeted and 26 percent of ads from the regional/local site category were local.
In Washington D.C., 11 percent of display ads from all publishers were local, while 10 percent of ads from the top 100 publishers were locally targeted and 32 percent of ads from the regional/local site category were locally targeted.
Overall, 10 percent of display ads from all publishers were locally targeted, along with 9 percent of ads from the top 100 publishers and 28 percent of ads from the regional/local site category.
“Locally targeted ads are an increasingly important component of the digital ad landscape because they represent a more efficient allocation of ad dollars,” said Brian Jurutka, vice president at comScore.
“Our research indicates that advertisers understand the value of locally targeted ads and are willing to pay a premium for them – anywhere from 20 to 100 percent – depending on the geography and vertical,” said Matt Booth, senior vice president and program director of Interactive Local Media at BIA/Kelsey.
Source:
http://www.bizreport.com/2009/10/study_10_of_local_ads_are_display.html
