Borrell Associates Tracks Online Advertising
February 17, 2011 at 11:39 AM (PT)
BORRELL ASSOCIATES have released a new report on accurately measuring and interpreting website retail. Written by Sr. Research Analyst GREG HARMON, "How Unique is Unique? Gauging the (Actual) Size of Local Web Traffic" is a presage to its Local Online Advertising Conference on MARCH 3rd-4th.
"The web’s dirty little secret has been known for quite some time: Unique visitors aren’t unique at all," HARMON wrote. "But when it comes to local websites, where geography purports to add a valuable dimension, a large percentage of uniques aren’t very local at all, or even loyal.
"With the help of site surveys and some complicated math, we’re finding out just how large, local and loyal the audience is for local websites. The short headline is, it’s smaller, less local and less loyal than advertisers are being led to believe. Despite all of its measurement prowess, the web is vexed by the
same type of problems that NIELSEN, ARBITRON and the AUDIT BUREAU OF CIRCULATIONS have been trying to solve for decades: Just how many people are actually watching a TV program, listening to a radio station, or reading a particular magazine?
"This report peels back the onion on local site traffic and is intended to deliver insights into what’s really happening with local web traffic. The local sites positioned best to succeed as interactive media gets its second wind are those who start revealing some of these intimate details to their advertisers. That form of education builds trust, and trust is one of the most important components of advertising sales."
For more on the report and the conference, click here