Local online ads prove challenge for national marketers

10/2/2008 | ClickZ

Although almost half of national marketers allocate at least 25% of their online ad budgets for local, many have not settled on a metric to determine ROI, according to new research from Sterling Market Intelligence for Marchex. "There was a surprisingly large percentage that were doing some sort of geo-targeting, and they were using lots of different traffic sources, different ways of measuring success and different tracking terminologies," said Greg Sterling, principal of the research firm. "I interpret that to mean they're struggling."

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