Web Advertising: A Local Business Take Away From Election 2011

by: Dick OHare, on Nov 18, 2011 in Publisher Tips & Tricks

(Thanks, Dave, for sharing these important and exciting learnings regarding local political advertising with us!)

by Dave Zornow

Nyack, Nov 16 — Given the low opinion Americans have of their elected leaders in Albany and Washington, you wouldn’t think there’s anything Main Street could learn from State Street. But a surprising thing happened last week in local politics: candidate advertising in the Nyack River Villages worked at a rate far above ad industry norms, offering a unique case study as to how local businesses can use the Web to advertise locally.

NyackNewsAndViews ran advertising from seven candidates competing  in village, town and county races during the two weeks prior to last week’s General Election. Typically, the click-through rate — the percent of ads that Web site visitors click to find more information — is less than .5 percent. Click-throughs aren’t usually that important because the goal of most advertising is create awareness and positively “brand” an advertiser to make sure that product or service is top of mind when consumer is ready to buy.

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