RAIN: Shoppers More Likely To Buy On Media Sites
June 17, 2010 at 4:27 AM (PT)
KURT HANSON's RAIN newsletter reports on good news for radio stations looking to continue their web revenue growth. A recent HARRIS INTERACTIVE survey writes that the data "seem to indicate that web users are more likely to buy products advertised on media sites than on web portals or social media sites."
HARRIS INTERACTIVE and THE ONLINE PUBLISHERS ASSOCIATION also discovered that 8% of nearly 3,000 respondents actually purchased a product after seeing an ad for it on a media website. That's in comparison to 5% on web portals and only 2% on social networks.
What tipped the data in media's favor was users believed that media sites only ran ads from "reputable advertisers."
"I imagine there’s a screening process that allows only the best of the best to advertise," one respondent told the survey.
"The point is that content matters and brands matter," said OPA Pres. PAM HORAN.
[Do you think this is information that your radio station could use to drive more advertising to your website? How well is your site doing now? Share your thoughts below.]