Posts Tagged ‘comScore’

Top 5 Local Ad Stats of the Week: In-Store Purchases

Friday, July 25, 2014

Despite the growth of e-commerce and online shopping, in-store purchases still reign supreme. For that reason, according to a BIA/Kelsey study, SMBs voted in-person interactions as “excellent” lead sources more than any other lead source, except for calls, which received a comparable amount of votes.

The Internet and other digital technologies have transformed the way consumers make purchases – and that’s not because they can make these purchases online. Instead, these technologies are giving consumers the ability to conduct extensive research that allows them to be more informed about the products or services, price and availability.

Here are some stats that show how in-store purchases are still driving local commerce and the digital technologies that are helping facilitate these transactions:

  • Two-thirds of total local purchases (65.9%) are still being purchased in-person. (BIA/Kelsey)
  • Digital currently influences 36% of in-store sales, a figure forecasted to rise to 50% by the end of 2014. (Deloitte)
  • Nearly 80% of local searches on mobile devices turned into purchases, with nearly 90% of those purchases made in a physical store. (comScore/Neustar Localeze/15 Miles)
  • Four out of five Yelp users visit before spending money, and 93% say that visiting Yelp leads to a local purchase. (Nielsen)
  • 21% of Pinterest users, 30% of Facebook users and 17% of Twitter users said that they have bought an item in-store after sharing or “favoriting” an item. (Vision Critical)

Be sure to check back next Friday for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!

YP’s Mobile Properties Attract Users with Spending Power

Tuesday, July 22, 2014

With more than 10 million downloads of its mobile app and approximately 30 million monthly unique visits across its app and mobile websites, offers advertisers a great way to reach consumers searching for local business information via their mobile devices.

Not only does attract a strong cross-section of users, but those users trend younger and carry some serious spending power.  The typical mobile user is between 25-44 years old and makes more than $75,000 annually, according to the latest comScore MobiLens data, although the site has users across all age and income groups.

Source: comScore MobiLens May 2014

Source: comScore MobiLens May 2014

Last year, YP reported $378 million in mobile ad revenue and noted that half of its audience came from mobile devices. Recently, YP CEO David Krantz was quoted as saying, “we were mobile before mobile was cool” – a claim that seems to be validated by the company’s strong mobile performance indicators.

YP is continuing to attract mobile users and driving mobile ad revenue with new mobile offerings, such as its recently released offering, My Book. An alternative to reviews and tips, this new tool allows both mobile and desktop users to create and manage lists of their favorite businesses. With this data, YP is able to provide users with recommendations based on the number of “favorites” each business has.

Krantz has been very public in his comments regarding the importance of YP’s mobile strategy – and rightfully so. Mobile local searches are driving consumer actions and continue to transform the way consumers interact with local business information. In addition, since YP’s mobile properties are attracting users with spending power, they are poised to remain a major local player that offers strong results for advertisers.

Top 5 Local Ad Stats of the Week: Display Ads

Friday, May 23, 2014

While eMarketer estimates that U.S. spending on digital and mobile display ads will grow faster than any other format this year, there is still a lot of debate on the effectiveness of this form of advertising.  While these ads can be a strong way to build awareness, they have typically come up short in regards to driving consumer actions.

Low click-through rates, fraudulent impressions and the “fat-finger” issue in mobile have all contributed to uncertainty about the effectiveness of display.  Interest has shifted to native forms of display, which are proving to be a stronger alternative.  Additionally, smartphones are providing a platform for more relevant, location-based messages that tend to have higher engagement rates.

Here are some stats that highlight the pros and cons of digital and mobile display ads:

  • Targeted mobile display ads performed nearly 15% above the industry average. (xAd)
  • 54% of online display ads shown in “thousands” of campaigns measured by comScore from May 2012 – February 2013 weren’t seen by anyone. (comScore)
  • On average, display ads only gain around 1 click every 1000 impressions. (DoubleClick)
  • Fraudulent or fake display ad impressions account for as much as 30% of all online traffic today. (MdotLabs)
  • Native ads—units delivered within core content areas—were seen 47% more quickly than banner ads in traditional locations on the same pages. (Infolinks)

Be sure to check back next Friday for our next edition of Top 5 Local Ad Stats of the Week. In the meantime, have a great holiday weekend!

Top 5 Local Ad Stats of the Week: Key Takeaways from LSA|14

Friday, May 9, 2014

Now that we have had some time to digest all of the content that came out of LSA|14, we wanted to share our Top 5 key takeaways from our event in Huntington Beach last week.

We heard from influential speakers that work for major players in the local space including Google, Bing, YP, LivingSocial, comScore and many more.  We also had the opportunity to listen to Steve Wozniak, the Apple co-founder, which was a real treat.

Given our long list of powerful speakers, it wasn’t easy selecting the Top 5 key takeaways from the event. Nonetheless, here they are:

  • Prediction: The focus in local will shift from consumer acquisition to customer retention. (Back to the Future Panel)
  • “Your smartphone is becoming like a friend – your most trusted advisor in the world.” (Steve Wozniak, co-founder, Apple)
  • Almost 80% of mobile searches end in a purchase, with nearly 75% of purchases occurring in-store. (Gian Fulgoni, executive chairman and co-founder, comScore)
  • Four tips in earning a national advertiser’s business: provide incremental ROI, respect client’s time, get to the point and come recommended. (Alexis Nahama, VP marketing, VCA Animal Hospital)
  • Last Mile Advertising is a new way to talk about “local.” The concept represents locally targeted ads or messages delivered close to the point of purchase that help facilitate consumer actions. (Neg Norton, president, Local Search Association)

Be sure to check back next week for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!

LSA|14: comScore’s Gian Fulgoni Highlights Drastic Changes in Ways Consumers Shop and Buy

Tuesday, April 29, 2014

Gian Fulgoni, executive chairman and co-founder, comScore, kicked off the final day of our 2014 LSA annual conference with a data-filled presentation on the fast-changing consumer path to purchase and its implications for local marketers. Throughout his presentation, Gian highlighted data sourced from comScore’s global panel of two million Internet users around the world.

Gian began his remarks by highlighting the emergence of the “digital omnivore” in the U.S. marketplace. He said that there are 156 million smartphones and 82 million tablets in the U.S., growing at 24% and 57% year-over-year. He also noted that while Millennials have a substantially higher rate of smartphone penetration than their older counterparts, that reality will likely change in the near future.

Gian said that Americans today spend more time on mobile platforms than on desktop. He noted that leading retail properties are now seeing one-third of their monthly audiences coming exclusively from mobile platforms. He said these developments mean that retailers and marketers must have a mobile strategy.

That said, Gian also noted that retailers and marketers should not forget legacy media or the desktop for categories where they still play an important role. For example, desktop still attracts a strong share in the online couponing business, even though mobile is changing the game in other categories such as weather and maps.

Gian then discussed the growing importance of mobile search and advertising, which grew to a $7.1 billion business in 2013. He said that consumers today are accessing a broader variety of local content via mobile, noting that apps use is growing faster than browser. He described how valuable mobile searches are to retailers and marketers: almost 80% of mobile searches end in a purchase, with nearly 75% of purchases occurring in-store. That’s why spending on mobile advertising today is surging – now equaling that of banner ads. Gian mentioned that social networks including Facebook and Twitter are benefiting from this shift towards mobile, since their newsfeeds are well suited for mobile ads.

Lastly, Gian highlighted how successful multi-platform marketing can mean the difference between realizing valuable opportunities versus suffering damaging consequences. He described a changing consumer path-to-purchase that is no longer funnel-based, but rather “a flight map” that has consumers jumping from friends and family, TV, online, brick and mortar stores and print media before moving forward with a purchase. He stressed that while mobile use in the shopping experience is growing fast, traditional media like newspapers, TV and magazines are still rated highly by consumers.

Gian said that mobile devices have helped to accelerate the movement of pricing power to the consumer, and that they have an impact on both offline and online buying decisions. He mentioned that more than 1 in 3 online consumers said they have showroomed, with the top reason being to find a better price online. Gian also noted that while somewhat limited, m-Commerce is growing rapidly (reached $25 billion in Q4 2013, +22% year-over-year), but he also said its importance varies substantially across product categories.

The key takeaway from Gian’s session was clear: there are drastic changes taking place in the way that people shop and buy today. Retailers and marketers continue to adopt and change quickly. But in doing so, they must take careful note of what types of media – traditional, online, mobile, and/or tablet – are most effective in reaching consumers in their category.

Top 10 Reasons to Attend LSA|14 in Huntington Beach

Thursday, April 17, 2014

The 2014 Local Search Association Conference kicks off in just 10 days!  Here are the top 10 reasons you won’t not want to miss the premier local advertising and marketing event of the year:

10. Idea Labs: These intimate focus groups taking place on Sunday, April 27 will dive into a variety of topics impacting the local space.  With six sessions scheduled, there is sure to be something that piques your interest.

9. Expo Hall: With 25 companies participating and counting, the Expo Hall will feature an array of interesting companies on display just outside of the Grand Ballroom where the General Session will take place.

8. Hyatt Regency Resort & Spa: Dubbed Surf City USA, Huntington Beach is a mecca of all things surfing. Don’t forget to take in a beautiful sunset as well!

7. Yacht Cruise and “Landlubbers” Party: Whether you’re at sea or on land, these parties are sure to be great opportunities to relax, catch up and make some new connections with leaders and decision makers in the local space.

6.  Increased Value, Lower Price: LSA|14 provides quality, top-level speakers, productive networking opportunities and the powerful insights that you have come to expect from our annual event – available for an average savings of $700 compared to last year’s admission.

5. Influential Speakers: In addition to Apple Co-Founder Steve Wozniak, we have nearly 50 influential speakers booked from companies including Google, comScore, YP, Bing, LivingSocial, xAd, JiWire, Retale and Wanderful Media.

4. Attendee List: Just last week, 54 high-ranking local pros registered for LSA|14. At that rate, we expect to be well over 400 attendees for this year’s event!

3. Ad to Action Awards: We received 60 strong entries across eight categories for our new awards program. You won’t want to miss learning about how these innovative local advertising solutions are driving consumer actions, including calls, clicks and store visits.

2. Apple Co-Founder Steve Wozniak: Innovator and Silicon Valley icon “The Woz” will discuss the intersection of future technologies, his favorite new products and his predictions for mobile and wearable devices.

1. Last Mile Advertising: With this new way to talk about “local,” we will bring clarity, definition and understanding to our space.  Come see how your organization fits into the ecosystem, and stake your claim in the Last Mile!

Time is running out! Register today and we will see you soon in SoCal!

Day 3 at LSA|14 Features The Woz, Ad to Action Awards, comScore and More!

Tuesday, April 15, 2014

After the Idea Labs and networking on Day 1, and the great sessions planned for Day 2, there is a lot to look forward to on the third and final day of the 2014 Local Search Association Conference. You won’t want to miss all the great speaker and panel sessions planned, as well as the inaugural Ad to Action Awards ceremony. Here are the planned highlights for April 29th:

Steve Wozniak, Co-Founder, Apple
“The Woz” is a Silicon Valley icon who knows a thing or two about innovation. He will discuss the intersection of future technologies, his favorite new products and his predictions for mobile and wearable devices. In addition, the Woz will highlight the local marketing opportunities resulting from these new technologies for both national brands and SMBs.  His session alone will be worth to trip to Huntington Beach!

Gian Fulgoni, Executive Chairman/Co-Founder, comScore
The rapid adoption and use of mobile devices is changing the face of digital marketing. Consider for example that more than 50% of time spent on the Internet now occurs via mobile access. In this presentation, Gian Fulgoni will review the latest statistics showing how consumers are conducting local search today, with a particular focus on the use of mobile devices and the implications for marketers and publishers.

Ad to Action Awards Ceremony
We recently announced the finalists for our first ever Ad to Action Awards. During the awards ceremony, join us for drinks, food and networking as we celebrate innovation in local advertising.  We will be showing a video highlighting each winner and featuring interviews with our judging panel on why they chose each solution.

Other Noteworthy Sessions

  • “Local’s Coming Data Revolution” (Retailigence, Placemeter, Placed)
  • “Emerging Start-Up Tech in the Local Media Space” (Google)
  • “From Traditional Yellow Pages to the Consumers’ Online Arena” (Zap Group Ltd.)
  • “Redefining the Experience of Buying and Selling at the Local Level” (Solfo, Saatchi Art)
  • “Utilizing Local Media Data for Sales and Marketing Efforts” (Burke)
  • “Back to the Future” (Solfo, BuzzBoard, Opus Research)

For more details, see our full agenda page. And if you haven’t already done so, register now for LSA|14!

Top 5 Local Ad Stats of the Week: Online Video

Friday, March 14, 2014

This week we focus on the growing online video advertising space and its impact on consumers. As more and more consumers shift from watching live TV to streaming online video, there is a tremendous opportunity for marketers to build awareness and engagement with the growing online outlet.

Here are some compelling stats that show how online video is impacting the advertising space:

  • About 190 million Americans watch more than 52 billion online videos and more than 35 billion video ads each month. (comScore)
  • 91% of agencies and 86% of brands anticipate an increase in video spending in 2014. (
  • 73% of consumers are more likely to make a purchase after watching videos explaining a product or service. (Animoto)
  • Online video ads will attract $5.72 billion in 2014. (eMarketer)
  • Online video ads have higher impact than TV ads. (IAB/Nielsen)

Be sure to check back next week for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!

Answers to FAQs about LSA|14 in Huntington Beach

Friday, March 14, 2014

When it comes to local advertising and marketing we are still hearing a lot of confusion around what “local” actually means. Is it simply reaching audiences based on location or is it more than that? Well, we have some thoughts on the topic and will be revealing our perspective and the research that backs it up at the 2014 Local Search Association Conference in Huntington Beach, Calif., April 27-29.

But before that, here are answers to some FAQs about LSA|14 that are just teasers to the rich agenda we have planned:

What is the focus of the event?
Simply put, innovation and local. We plan on kicking off the conference by defining “local” and showing you what it looks like today. From there, each session will hit on established practices and innovative ways to drive local consumer actions and ROI. In addition, our Ad to Action Awards will highlight some of the most innovative local ad solutions across eight different categories.

Any big names speaking?
Is Apple Co-Founder Steve Wozniak big enough for you? But the list of great speakers doesn’t begin and end there. We have about 50 influential speakers booked for LSA|14 from companies like Google, comScore, YP, Bing, xAd, JiWire, Retale, Wanderful Media and many more.

Where is the event?
The Hyatt Regency Resort & Spa in Huntington Beach, Calif.  Bike along the coast, hit the links, learn to surf or just watch the sun set over the Pacific. It’s a beautiful place with plenty to do.

What kind of networking opportunities are there?
The entire LSA|14 event is extremely conducive to making new connections and catching up with old ones. With five networking events, the Expo Hall and lots of networking breaks during the day, you’ll get plenty of chances to meet decision makers within the local ad space.

Are there any speaking opportunities?
While our agenda is almost complete, we are offering sponsored speaking opportunities that we are calling, “Company Spotlights.” This is a great opportunity for those of you looking to introduce or remind the local space of your organization or new solution. You’ll get five minutes of the crowd’s undivided attention on the main stage which is plenty of time to make a splash!

Click here for more information on the LSA|14 conference.

Top 5 Local Ad Stats of the Week: Location

Friday, March 7, 2014

This week we focus on the foundation for all local searches: location.  From a consumer’s willingness to share his or her current location with companies to searching on a map, location is the foundation of what makes a search local.

Studies show location-based searches make up a significant piece of the entire search pie.  Based on data from a May 2013 comScore study, about 2.7 billion Google search queries in the US carried a local intent.

Here are some compelling stats that show how location impacts the local advertising space:

  • 20% of searches on Google are related to location. (Google)
  • 74% of adult smartphone owners ages 18 and older say they use their phone to get directions or other information based on their current location. (Pew)
  • Google Maps is the dominant app used for local-mobile search. (comScore, Neustar/Localeze and 15 Miles)
  • 61% of consumers permit mobile apps to access their “current location” at least some of the time. (YP)
  • 47% of consumers said they are willing to share location to receive relevant offers or discount coupons. (mBlox/Millward Brown)

Be sure to check back next week for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!