New York, NY, March 13, 2006 – The Interactive Advertising Bureau (IAB) and comScore Networks, Inc., announced results of a new study showing a positive return on investment (ROI) and significant conversions both online and offline for companies that participate in online local, directory and classified advertising.
The research also shows that these advertising vehicles have a considerable impact on brand image. The IAB Classifieds, Directories and Local Search Committee commissioned comScore to conduct this “Return on Investment in Online Local and Classifieds Advertising” project which studies the sales and brand impact of text based listings for categories including: automotive, careers, construction and contractors, financial services, hospitality, professional services, real estate and retail.
The research, sponsored by CareerBuilder.com, Cars.com, Fathom Online, Verizon Superpages.com, and Volkswagen North America will be presented for the first time at the IAB Leadership Forum: Performance Marketing Optimization in Chicago on March 13, 2006.
“Millions of consumers turn to the Internet each month for help in finding a new job, a new car, or to research any number of local services,” said Erin Hunter, senior vice president of comScore’s Media and Entertainment Division. “This study provides empirical evidence proving the effectiveness of online local and classifieds advertising. It is abundantly clear that small and large advertisers have a compelling opportunity to leverage the Internet as a powerful medium that drives conversion for local services.”
Analysis conducted for Ford Rental Car and Verizon Superpages.com shows that online local, directory and classifieds deliver an impressive return.
The methodology for the Ford Rental Car research involved tracking an opt-in consumer panel that searched using online directories for car rentals, clicked on Ford Rental Car and completed their rental online. A survey was then sent to those consumers who were exposed to the listing, but did not complete the rental online to determine their offline conversion.
“We have always viewed online local and classifieds advertising as an excellent way to reach potential customers,” said Colleen Kelley, Fleet Internet Strategy, Ford Motor Company. “The ROI validation provided by this study will help Ford increase their marketing budget allocations to these online vehicles.”
For Verizon Superpages.com, comScore measured different categories including: automotive, hospitality, professional services, retail, real estate and trade. The methodology involved tracking an opt-in consumer panel that searched within a specific category, viewed the listings page and clicked on the details contained therein. Those consumers who converted online were measured. Consumers who clicked on the listing page, but did not convert online received a subsequent survey to determine their offline conversion.
