Local and "hyper-local" online advertising is becoming more and more prevalent in our vernacular, as media planners. In my effort to compile and categorize the online advertising opportunities in local, we've already explored considerations, search, Internet yellow pages, local directories, location review sites, and regional media sites in part one of this column. This week we're going to review some more kinds of opportunities, and next time, we'll conclude by listing mobile.
Top Portals, Ad Networks, and Publishers
Almost all the top portals and ad networks can now provide geo-targeting, either through technology or registered user data. One central resource to find most of these players is the Interactive Advertising Bureau's member directory. The more sophisticated the publisher or network, the more you can fuse your buy with multiple targeting capabilities, which you might find serves to deliver more effective results for your campaign. As with any ad campaign, you'll want to monitor and audit, but in the case of geo-targeted advertising, you'll also want to compare delivered impressions against non-geo-targeted traffic.
Contextual, Advertorial, and Lead Gen Buys
Like regular ad networks, many contextual, advertorial, and lead gen opportunities can also be geo-targeted. Here are a few of the more well-known companies in this space specifically:
Local News and Organization Sites
In part one, we provided resources to locate regional media sites, but media sites aren't the only source of local news (and some regional media are not represented by the aggregators mentioned in part one so you might want to dig beyond them).
Traffic, Weather, Sports, Real Estate, Job Listings, and Relationship Sites
By their very nature, these sites offer up localized content as well as geo-targeted advertising:
Other Ideas for Local Media Planning
Do you have any local media planning favorites I've forgotten? Drop me a line or leave a comment below and be heard! And remember, part three will cover mobile, so stay tuned for that.
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A ClickZ expert columnist since 2005, Hollis Thomases (@hollisthomases) is president and founder of Maryland-based WebAdvantage.net, an online marketing company that provides results-centric, strategic Internet marketing services, including online media planning, SEO, PPC campaign management, social media marketing, and Internet consulting. Author of Twitter Marketing: An Hour a Day and an award-winning entrepreneur, Hollis is the Maryland 2007 SBA Small Business Person of the Year. Hollis speaks extensively on online marketing, having presented for ClickZ, the American Marketing Association, SES, The Newsletter and Electronic Publishers Association, The Kelsey Group, and the Vocus Worldwide User Forum. WebAdvantage.net's client list has included Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, K'NEX Construction Toys, and Visit Baltimore. The agency was recognized as a "Small Giant" by the Greater Baltimore Tech Council and was chosen as a "Best Place for Business Women to Work" by "Smart Woman Magazine."
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