Impacts and ROI of Internet Local, Classifieds, and Directory Advertising

Key Objectives

  • To Develop comprehensive ROI calculations including impressions linked to offline conversion as well as online
  • Assess impact on brand building metrics including awareness and brand image

The methodology was designed to:

  • Reflect real market conditions
  • Provide a non-artificial test environment to the extent possible
  • Offer adequate sample for statistical significance

Key Highlights

  • Return on Investment (ROI) analysis shows that online local, directory and classifieds are extremely efficient vehicles.
  • A significant portion of conversions occur offline and those must be incorporated in the ROI calculation to recognize the full benefit
  • Online local, directory and classified listings offer significant branding benefits

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