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Local Corporation Message Board

  • fankenkoenig fankenkoenig Nov 12, 2013 10:05 AM Flag

    Hyperlocalized ads with Local Corporation

    Friday, November 08, 2013 (Allvoices)

    One ad network on the ad:tech New York expo floor is making an impression with advertisers thanks to its focus on local. With Groupon and retailer coupons on the decline, advertisers are looking for a way to reach regional audiences that doesn't rely on location-based targeting alone. Advertisers also need to incorporate images, text, video and sound across all platforms.

    Local Corporation's strategy is holistic. With display ads on local newspapers and local business registers as well as pre-roll ads and mobile banners, Local Corporation can ensure that people in the right areas are seeing the right ads–and people outside of those areas don't. This optimization should improve click-thru rates, which Local Corporation claims are eight times higher through their network than the industry standard. With 3 billion impressions and 2 1/2 page views per visit on average with 50 million monthly page views in total, that's a lot of clicks. Local Corporation isn't the only company riding the waves of the regional ad market. Pandora has most famously and successfully approached regional advertisers with a new digital ad unit that can do some of the heavy lifting of old media–and radio advertisers are listening. Likewise, Google has finally begun to monetize its Maps product in a serious way, although the company's previous attempts at regional marketing have fallen flat to say the least. Still, advertisers are interested in the opportunity that location-based targeted ads on Google Maps can provide. Local advertising is difficult to scale, so it hasn't been a low-hanging fruit in the first stages of mobile media monetization. But advertisers know mobile now and they're finally ready to do local.

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    • "Local Corporation can ensure that people in the right areas are seeing the right ads–and people outside of those areas don't. This optimization should improve click-thru rates, which Local Corporation claims are eight times higher through their network than the industry standard."

      • 3 Replies to fankenkoenig
      • We are adding more every week in order to provide a robust set of search results to our users and to our partners. We imagine a future where we have a direct relationship with mobile consumers via their devices and a direct relationship with advertisers via our feed agreements. For the first time, we already have an ability to distribute real-time shopping content to some of the biggest publishers and search engines online.

      • We work closely with national and regional retailers and are uniquely positioned to facilitate showrooming that drive in-store sales. We like to call that local showrooming. We’ve been investing heavily to expand the number of retail locations and product covered and have made terrific progress during the second half, tripling the number of retail locations to over 85,000 nationwide.

      • Showrooming has been a real challenge for brick and mortar retailers, because even though the consumers are in their store, they often complete the transaction at online retailers. Unlike other shopping search engines, Krillion was built with the multi-channel retailer in mind.

 
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