Tuesday, March 27, 2012

Localized Creative Improves Click-Through Rates, Engagement

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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