News and Analysis
ZypMedia Opens Up Programmatic Video for Local Advertisers, Focusing on OTT
For local advertisers looking to access cutting-edge marketing technology, programmatic advertising company ZypMedia promises the full package. Over the last year, the company has set its sights on OTT, which has garnered strong interest from both local advertisers and publishers hoping to capture the attention of streamers.
Commentary
The Art of Local Marketing: Becoming Selfie-Aware
The jury is still out on the new Foursquare’s scalability and I’ve grown to like it. But it’s no Yelp killer. For one thing, Yelp has 1000+ local ad sales reps — one of its biggest and most underrated assets. I’ve long been bullish on Yelp for that and other reasons. And in the past month, a few things have shed more light on Yelp’s potential direction…
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Local Marketing a Rising Priority for National Brands
A new research microstudy commissioned by leading local marketing platform Balihoo and Gatepoint Research found that national brands across a variety of industries understand that driving consumers to locations or local agents is critical to their overall marketing strategy — and that local marketing efforts outperform national campaigns…
6 Ways SMBs Can Use Mobile to Reach Targeted Audiences
Whether or not a mobile campaign proves successful for a small business hinges less on the content of the campaign than on whether the right audience is being targeted. In many cases, it’s up to hyperlocal vendors to educate SMB clients about the possibilities in mobile audience targeting. Here are six takeaways that vendors should focus on in those discussions…
Street Fight Daily: Expedia Buys Travelocity, Private Equity Eyes Digital First
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Expedia Buys Travelocity, Merging Two of the Web’s Biggest Travel Sites… Cerberus, Apollo Bidding for Digital First Media (Capital New York)… For Digital, SMBs Need Somebody—and Money—to Lean On (eMarketer)…
YP Now Lets You Target Mobile Ads Based on Desktop Searches
The company has announced a new partnership with Tapad that will allow marketers to use the company’s desktop search data to targets ads to the the same user on their mobile device. The move should help open the impressions in the firm’s mobile ad network to the billions of dollars spent on retargeting campaigns…
Why Call Tracking Works Across a Variety of Local Marketing Contexts
Call tracking and analytics can be implemented across any media channel — although online search, directories and context-based marketing are especially important avenues. The key is to include a tracking component to measure and capture post-call, offline information and behavior in order to identify real advertising value…
Dallas Morning News Bets Ranch on Its Local/Hyperlocal Strategy
For the Dallas Morning News, local and hyperlocal — increasingly digital but with a continuing and strong print presence — define the future of the 130-year-old A. H. Belo Corp. newspaper. To find out more about what the DMN is doing to plan for the local digital future, we talked recently with several executives in charge of that strategy…
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