October 6, 2003, 12:00 AM

Consider geography when it comes to Internet ads, says new research

Internet users in the South Atlantic area viewed the most ads per user and generated 61% more clicks than the lowest-performing region, says Advertising.com. Shoppers in Mid Atlantic states averaged 53% more conversions than the lowest-performing region.

Internet users in different areas of the country showed decidedly different attitudes to online advertising and shopping, says new research from Advertising.com Inc.

For instance, users in the South Atlantic area not only viewed the most ads per user, they also generated 61% more clicks than the lowest-performing region, says Advertising.com. Shoppers in the Mid Atlantic states, however, were more prone to buy, averaging 53% more conversions than the lowest-performing region. Users in Washington, DC, were least likely to complete a transactions after clicking on an ad, Advertising.com says. Internet users in Colorado are the least likely to click on an advertisement.

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 were more likely to convert on an ad on which they had clicked, Advertising.com reports.

"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.

Advertising.com’s behavioral analysis by geographic location was based on 6.9 billion impressions served across Advertising.com`s web network from July 1 through July 31. All impressions were tracked based on click-through rates for each advertisement; conversion rates, which Advertising.com defines as the user taking action on an ad once after clicking; and location of the user being served the advertisement at the census division, state and metropolitan area levels, based on the user`s IP address.

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