Localisation 'increasingly important in online marketing'
Monday 12 October 2009
Targeting online marketing campaigns to local audiences is growing in importance, according to one expert.
Brian Jurutka, vice-president of comScore, indicated that the practice is becoming popular as it is seen as a more effective form of investment.
He made the comments as his organisation estimated that ten per cent of all display ads in the US are localised, based on a study of Washington DC, San Francisco, Atlanta and Chicago.
"Locally targeted ads are an increasingly important component of the digital ad landscape because they represent a more efficient allocation of ad dollars," Mr Jurutka remarked.
The senior vice-president of Interactive Local Media, BIA/Kelsey, Matt Booth, added that research suggests marketers have an understanding of how valuable this form of advertising can be, which is why many are willing to pay a premium of between 20 per cent and 100 per cent for it.
However, further research from comScore and Starcom USA showed recently that there has been a 50 per cent drop in the number of people in the US who click on display ads since 2007.
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