Yodle has launched a display advertising network aimed at brand-name franchises, regional chains, and other multi-location businesses. The local marketing company has traditionally served small-to-medium-sized businesses with SEM and SEO products, but now branches out with display opportunities for clients.
Called "Yodle Display," it is designed to enable companies to contextually target sites that have content related to their service. Display advertisers will also be able to re-target viewers who have previously visited their websites. New York-based Yodle says it uses an algorithm that tracks and optimizes ad placement based on leads.
Ideal Image Laser Hair Removal has been testing the platform for a dozen of its 65 shops since October, while moving firm Two Men and a Truck (200 locations) began trialing it last summer. Windows services company Tint World has also begun using the display network for its 14 locations. Their ads appear on content sites, search sites, directories like CitySearch and other online destinations, according to a spokesperson for Yodle.
"It's our first display advertising offering," the spokesperson told ClickZ. "We did it specifically for multi-location clients, as opposed to local clients which are our base for SEM and SEO."
Yodle Display is also designed to address ad-based dilemmas inherent to multi-location businesses. Clients will be able to streamline concerns such as targeting dense regions of franchisee locations for the same franchisor account, directing leads to a specific franchisee, and keeping multiple billing parties organized. Additionally, the platform includes a centralized management and reporting system that franchisors can use to monitor and coordinate the display campaigns of each franchisee.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014