The Interactive Advertising Bureau (IAB) and comScore Networks, Inc. announced results of a combined study showing a positive return on investment (ROI) and significant conversions both online and offline for companies that participate in online local, directory and classified advertising.

"This latest IAB study provides undisputed evidence that marketers must include online classifieds listings as an integral part of any marketing campaign to promote local services and products and generate on and offline sales with very efficient ROI," says Tim Lambert, chair, IAB Classifieds, Directories and Local Search Committee. "Online classifieds enable consumers to engage products and services at a variety of levels-- information only, contact, location, email, et cetera.

The "Return on Investment in Online Local and Classifieds Advertising" project studied the sales and brand impact of text-based listings for categories including: Automotive, Careers, Construction and Contractors, Financial Services, Hospitality, Professional Services, Real Estate and Retail.