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IAC/InterActiveCorp Message Board

  • flankenking flankenking Dec 10, 2012 2:21 AM Flag

    Targeting is the MAGIC WORD of Mobile Search

    and Local Corp is the clear leader in this direction.

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    • •The ‘Soccer Mom’ demo
      »Aged between 25-45 with one or more child at home
      »Controls significant portion of the household spend
      »Typically spends 80% of that money within 20 miles of home

      •89% of in-store purchasers in key categories have conducted online research**

      •82% of people visiting local search sites follow-up with offline action (store visit/call)**

      •Soccer mom + local + commercial = ad sponsors
      »~70% of revenue is CPC; 20% subscriptions; 10% display

      •57% of Local.Corp's flagship-site and 80% of Spreebird traffic is this demo

      This targeting is very important, why Local Corp can better monetize bought traffic from Google and Yahoo
      than this both more universal companies with a general approach. The relaunched Local Corp's flagship-site provides a lifestyle enhancing local search environment including the vertical categories of Businesses, Coupons, Events and Activities, each of which contain rich content that is of great interest to
      Local Corp's target audience -- busy "household managers/soccer moms." This target is broadly defined as women between the ages of 25-45 with one or more children at home. The site incorporates many new features and improved functionality, including the ability for users to engage in their communities by sharing information, and reviewing and becoming fans of businesses.

    • Led by mobile search, local digital advertising is likely to grow over 13 percent in 2012 and will soon make up 25 percent or more of the local ad market. The forecast, completed by BIA/Kelsey, pegs mobile search growth at an astounding 77.2 percent, followed by online video at 51.6 percent and social media growth at 26.3 percent.

      Pay-per-click rates for local versus national keyword terms

      Search Term Click Bids* Premium

      Plumber $9.55 282%
      Plumber Los Angeles $26.91

      Credit Union $0.91 235%
      Seattle Credit Union $2.14

      Restaurant $1.39 139%
      San Francisco Restaurant $1.93

      Moving Company $10.82 114%
      Denver Moving Company $12.38

      Wedding Florist $1.92 147%
      Orlando Wedding Florist $2.82

      Hotel $1.80 200%
      New York City Hotel $3

66.19+0.36(+0.55%)Oct 21 4:00 PMEDT