Opportunities for geo-targeted media plans including search, local directories, review sites, and regional media sites.
More and more, we see advertisers ask for geo-targeted online ad campaigns. These advertisers range from local- or regional-only companies, national companies seeking to make a play in a particular region, or franchise companies looking to support franchisees all across the country. Luckily, we as online media planners have far more options than ever before to execute creative geo-targeted online media plans. Keeping up with the latest offerings in local can be overwhelming. In fact, there are so many options, this will be a multi-part column.
Considerations for Local Online Media Planning
Building a robust local media plan can be more challenging to source, can take more time, and requires considerable strategic thinking. When developing a geo-targeted media plan, consider these several important factors:
As we review the options for a geo-targeted plan, be aware that some considerations might not be strictly "media" and there are some areas where opportunities overlap. Let's start first with the low-hanging fruit.
Google local ads: a new form of locally-targeted AdWords currently only available in San Diego and San Francisco (see below example).
Internet Yellow Pages and Local Directories
Location Review Sites
Some of these review sites are for residents and some are for travelers (or both!).
Regional Media Sites
These days all regionally-focused newspaper, magazine, radio, and television media outlets also offer advertising on their Web sites. Finding these sites may not be easy, but here are a few directories to help:
In part two of this column, we'll be covering other locally-targeted media options including mobile. If you plan local ad buys, be sure not to miss it!
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A highly driven subject matter expert with a thirst for knowledge, an unbridled sense of curiosity, and a passion to deliver unbiased, simplified information and advice so businesses can make better decisions about how to spend their dollars and resources, multiple award-winning entrepreneur Hollis Thomases (@hollisthomases) is a sole practitioner and digital ad/marketing "gatekeeper." Her 16 years working in, analyzing, and writing about the digital industry make Hollis uniquely qualified to navigate the fast-changing digital landscape. Her client experience includes such verticals as Travel/Tourism/Destination Marketing, Retail & Consumer Brands, Health & Wellness, Hi-Tech, and Higher Education. In 1998, Hollis Thomases founded her first company, Web Ad.vantage, a provider of strategic digital marketing and advertising service solutions for such companies as Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, and Visit Baltimore. Hollis has been an regular expert columnist with Inc.com, and ClickZ and authored the book Twitter Marketing: An Hour a Day, published by John Wiley & Sons. Hollis also frequently speaks at industry conferences and association events.
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