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  • flankenking flankenking Jun 30, 2013 12:44 PM Flag

    Facebook and many other platforms don’t offer the opportunity to specifically target like offers of Local Corp with premium content

    The Top Three Ways A Premium Online Ad Network Delivers Scale And Localization
    5/2/2013 - Adotas

    ADOTAS – In some ways, it’s easier than ever to mount a national online advertising campaign. Programmatic platforms and DIY advertising tools promise the opportunity to reach a target audience at scale, using technology that eliminates the untold hours advertisers would otherwise have to spend contacting sales teams from publisher sites around the country or the world.

    But not all of these large-scale programmatic offerings solve the problems advertisers have in reaching their target audiences in local markets. Facebook and many other platforms use geo-targeting and publicly available user data to serve ads to the intended audience, but they don’t offer the opportunity to specifically target the kinds of publisher sites and vertical category pages where those ads will appear. If consumers aren’t seeing your ads — if they’re not positioned above the fold or adjacent to relevant content — the money you’ve spent for that inventory is wasted. From a branding perspective, it’s valuable for your ads to appear alongside content in trusted media sources, and on sites that cater to markets and verticals valuable to the advertiser. Advertisers and brands are increasingly acknowledging the merits of advertising on the local level, with local online advertising predicted to rise from $23.7 billion to $25.7 billion by the end of 2013.

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    • Premium networks like Local Corp can guarantee placement adjacent to the content users most desire

      Premium content adjacency: Above-the-fold inventory adjacent to premium content — the content most relevant to and valued by users — will always be premium inventory. It’s increasingly important to make sure your ads appear alongside premium content, and simple branding backs that up, with more than 60 percent of agencies and marketers saying premium content assists branding objectives. When consumers notice your ads near the targeted content they value, they’re more inclined to feel an affinity to your brand, which has a halo effect that spreads wherever else they go. Premium networks can guarantee placement adjacent to the content users most desire.

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