OnlineMediaDaily reporting: Across channels, consumers increasingly find ads with localized
creative to be more relevant, according to a new report from Opus
Research advisory service Internet2Go.
“Engagement
with locally relevant marketing will tend to increase as consumers
approach a buying decision,” according to Greg Sterling, senior analyst
at Internet2Go. “At that point, people want
to know where to purchase the desired product or service. However, the
data also show that locally relevant ads seem to be more engaging
regardless of where consumers are ‘in the [purchase]
funnel.’”
Even the simple mention of a location or city name in a
mobile ad can improve click-through rates by 200%, according to mobile
network ThinkNear. That specific finding is
echoed by regional department store Gordmans. Last year, as Sterling
notes, the company reported that it saw the click-through rates on
Facebook ads increase by 200% when a city name was included in
the ad.
“For national-local advertisers we've seen a lift of 70%
on click-through rates for ads dynamically localized and optimized
versus generic ads,” Victor Wong, CEO of display
platform PaperG, told Sterling.
Google recently reported that
click-through rates are 6% to 8% higher on mobile search ads featuring
local telephone numbers compared to those
without.
As a point of comparison, Yellow Pages print display
ads with local numbers have historically received about 40% more calls
than those with “800” numbers, according to
Sterling, who cited an analysis performed by CRM Associates last year.
“Ads
in a ‘local context’ also get a boost,” said Sterling. For example, the
Mobile Marketing
Association surveyed more than 1,000 U.S. adults and found that more
people “noticed ads while using location-based services” than while
using SMS or mobile Web sites generally.
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