By: E&P Staff Shopping comparison site ShopLocal.com has partnered with PointRoll Inc. to provide the initial content for PointRoll's new PaperBoy Local Delivery product.
PaperBoy Local allows advertisers to reach a nationwide audience with interactive, online display ads incorporating market-specific content. Currently,
ShopLocal allows shoppers to search geo-targeted online circulars from hundreds of retailers, either on the retailers' own sites or on ShopLocal.com. Now, in addition to ShopLocal's current suite of products and services (SmartCatalog, SmartCircular, and The ShopLocal Network), advertisers will have the added opportunity to transfer their promotions and offers directly into PaperBoy Local Delivery ads
Ads from PaperBoy Local Delivery automatically incorporate dynamic information, such as featured products, pricing and coupons, into an interactive "e-circular" template. When a consumer clicks on one of the rich media ads, online circulars from a specific advertiser will be customized according to the publication's target geography, computer settings, or user-entered ZIP code information.
ShopLocal is jointly owned by Tribune Company , Gannett Co., Inc., and Knight Ridder, Inc., and PointRoll is a wholly owned subsidiary of Gannett.
According to Nielson//NetRatings, U.S. online holiday spending reached an all-time high of $23.2 billion last year, excluding travel, increasing 25% over 2003. Nielsen//NetRatings ranked ShopLocal as the seventh most popular comparison-shopping site on the Internet in September.
Top 10 Online Shopping Directories & Guides, September 2005 (U.S., Home and Work)| Brand or Channel | Unique Audience (000) | Active Reach (%) |
| Shopzilla.com Network | 14,998 | 10.09 |
| Shopping.com Network | 14,801 | 9.96 |
| Yahoo! Shopping | 11,135 | 7.49 |
| NexTag | 9,574 | 6.44 |
| Froogle | 6,361 | 4.28 |
| PriceGrabber.com | 6,313 | 4.25 |
| ShopLocal.com | 5,210 | 3.5 |
| MSN Shopping | 4,773 | 3.21 |
| inStore | 4,511 | 3.03 |
| Shop.com | 3,854 | 2.59 |
Source: Nielsen//NetRatings, October 2005
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