Advertising.com released new findings from its Optigence(SM) research platform indicating that certain geographic areas are more responsive to interactive advertising than others. "As marketers take a
closer look at geo-targeted and localized advertising, this data serves as proof that campaign performance can be improved by targeting users in the most receptive regions of the country," said Scott
Ferber, chief executive officer of Advertising.com. According to the study, the most influential geographic factor affecting performance is the census division within which a user is located. Users in
the South Atlantic census division not only viewed the most ads per user (by spending more time online or viewing more distinct pages, for example), they also generated the most clicks per user of any
region studied - generating 61 percent more clicks than the lowest-performing region. On a conversions-per-user basis, the Mid Atlantic states averaged 53 percent more conversions than the
lowest-performing region. The data also showed that users in large metropolitan areas were less likely to click on an ad compared to users outside of metropolitan areas, but they were more likely to
convert on an ad on which they had clicked.