• by Jack Loechner , Staff Writer @mp_research, April 17, 2006

The Interactive Advertising Bureau (IAB) and comScore Networks, Inc. recently announced a new study showing a positive return on investment (ROI: the ratio of generated revenue to advertising expense) and significant conversions both online and offline for companies that participate in online local, directory and classified advertising.

Erin Hunter, Senior Vice President of comScore's Media and Entertainment Division, said "Millions of consumers turn to the Internet each month for help in finding a new job, a new car, or to research any number of local services. This study provides empirical evidence proving the effectiveness of online local and classified advertising."

Ford Rental Car research tracked a consumer panel that searched online directories for car rentals, clicked on Ford Rental Car and completed their rental online. In addition, a survey was sent to those consumers who were exposed to the listing, but did not complete the rental online to determine their offline conversion.           

Colleen Kelley, Fleet Internet Strategy, Ford Motor Company. said "The ROI validation provided by this study will help Ford increase their marketing budget allocations to these online vehicles."

For Verizon Superpages.com, the study measured those consumers in the opt-in panel who converted online after clicking on the listing page, and then those who did not convert online, to determine their offline conversion.

For CareerBuilder.com the study tracked consumers who searched for bank or accounting jobs and applied either online or offline. Job applicants were surveyed to find out whether they were selected for an interview and if they ultimately received a job offer.

For Cars.com, the study analyzed consumers looked at the listings on the site over a one year period of time and purchased a car. The cost per sale for the average auto dealership using Cars.com was substantially lower than the industry average across all media as measured by NADA, 2005.

For the complete release from the Interactive Advertising Bureau, please go here.