As more content providers shift to an online presence, agencies and advertisers may find it challenging to determine where to spend their online budgets. One way to effectively spend these funds is to determine which types of sites most often prompt viewers to take action as a result of the online ads they see.

Here are the results of the Online Publishers Association survey on this topic:

• Local newspaper sites 46%
• Local TV station sites 44%
• Local magazine sites 42%
• City guides 42%
• User review sites 39%
• Portals 37%
• Classifieds sites 35%
• Online yellow pages 34%

Don’t forget to include local online advertising as part of the media mix for your clients.

[Source: Local Online Media: From Advertising to Action]