There are media companies and then there are the media companies that deserve brands’ business — the ones that represent a positive baseline. High-quality premium publishers and advertisers know what high-quality environments look like. Consumers know it, too.
What brings a person nearby into a bank can be an indicator of their intent, says Jake Davidow, head of media buying at JPMorgan Chase. That’s why understanding the context of location so important to marketers.
Trying to scale community news has many pitfalls. Sites that go for scale can end up publishing glorified “bulletin boards” as they seek to spread budget-limited journalistic resources across multiple communities. The end result can be bottom-fishing remnant CPMs that can be as low as $1. Carll Tucker, CEO of six-year-old Daily Voice, which recently expanded into North Jersey, says its scaling model has produced average CPMs that “hover a few pennies under $8.”
This month’s Brand Battle, in conjunction with Brandify, compares the local digital marketing footprint of two of the country’s largest pharmacy chains: CVS and Walgreens. The contest was close on several counts, but Walgreens emerged as the winner, edging CVS in five of the six categories evaluated.
One of the coolest things to come out Apple’s September product event was 3D Touch, which lets users indicate levels of intent based on how hard they press apps and links. Beyond the gadgetry of 3D Touch, one thing hasn’t been said: This is essentially deep linking, an area that will be a key battleground in local. 3D Touch could preempt the deep linking dilemma by peeking deep within other apps — a lighter and more elegant solution I’m calling “deep previewing.”
Members of the wholesale retail chains Sam’s Club and Costco swear by the low costs that come with buying in bulk, and locations cater their offerings to the local market. But these two companies could take a fresh look at their branding strategies and interactions with customers.
The report forecasts total U.S. local advertising revenues at $151.3 billion in 2016, up from $132.8 billion in 2011 — an increase of nearly 14 percent. Its 2011 projection has been revised slightly downward from the firms October peg of the market at $135.9 billion…
