IAB, comScore say local online advertising powerful in driving sales

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Chicago—The Interactive Advertising Bureau (IAB) and comScore Networks Monday announced the results of a study that shows a positive return on investment and significant conversions both online and offline for companies that use online local, directory and classified advertising.

The research, sponsored by,, Fathom Online, Verizon and Volkswagen North America, was presented at the IAB Leadership Forum: Performance Marketing Optimization in Chicago.

The research for demonstrated a favorable cost per acquisition, suggesting the success of classified job listings. There was a 69% conversion online and a 31% conversion rate offline for, the study found.

“This study provides empirical evidence proving the effectiveness of online local and classifieds advertising,” said Erin Hunter, senior VP of comScore’s Media and Entertainment division. “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.”

—Carol Krol

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