Approximately 10% of online display ads in the US are locally targeted, according to a new comScore study of four American cities. The study is based on a new capability from comScore of identifying local advertisers in a particular market in this case four major U.S. markets: Atlanta, Chicago, San Francisco and Washington DC. The study found that between 9 and 11 percent of display ads in the four markets among all publisher sites were locally targeted. San Francisco (11 percent) and Washington D.C. (11 percent) had a relatively higher share of ads being locally targeted, while Atlanta (10 percent) and Chicago (9 percent) were slightly lower.
Not surprisingly, in the regional/local site category – which includes sites like Yahoo! Local, Citysearch and Yelp – the share of display ads that were locally targeted was substantially higher at between 23-33 percent among the four markets.
“Locally targeted ads are an increasingly important component of the digital ad landscape because they represent a more efficient allocation of ad dollars,” said comScore vice president Brian Jurutka. “comScore’s new capability allows us to identify and quantify these opportunities to deliver additional value to both advertisers and publishers alike.”
“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, Interactive Local Media, BIA/Kelsey. “Identifying and quantifying which advertisers are purchasing local ads in particular markets is critical to helping publishers efficiently target potential prospects for these high value ad placements.”
And this is just the start
Add in local search and the fact al this targeting is doubling year on year and you have the real picture 24months and it will be the norm as print directories finaly collapse in w europe and N america Look out for video getting the same treatment with low budge local video ads filling in around the broadcast editorial content The winners? Digital agencies, digital media and local businesses large and small.