local yokel media | Street Fight

Hyperlocals and Scale: How a ‘No-No’ Can Be Turned Into a Win-Win

Tom Grubisich

Hyperlocals and Scale: How a ‘No-No’ Can Be Turned Into a Win-Win

“Local doesn’t scale” is the mantra of many independent community news sites. Based on the recent wrenching experiences of some major corporate hyperlocal networks, that may be the case on some level. But what about the view from other end of the telescope — of advertisers everywhere seeking to target consumers down to the neighborhood level?

Street Fight Daily: Square Beefs Up Register, LivingSocial Hacked

The Editors

Street Fight Daily: Square Beefs Up Register, LivingSocial Hacked

A roundup of today’s big stories in hyperlocal content, commerce, and technology.Square Beefs Up Its Register for Restaurants (AllThingsD)… LivingSocial Hack Exposes Data for 50 Million Customers (New York Times)… Life360, A Family Networking App With More Users Than Foursquare, Is Now Headed For Cars, Smart Home Systems (TechCrunch)…

5 Ad Exchanges for Local Publishers

Stephanie Miles

5 Ad Exchanges for Local Publishers

In an effort to gain control of their ads and ensure that their inventory is being sold at the highest possible rates, more hyperlocal publishers are banding together and joining private ad exchanges. Here are five private exchanges that local publishers can use to gain control of their inventories…

Street Fight Daily: DNAinfo Launches in Chicago, Zillow Acquires HotPads

The Editors

Street Fight Daily: DNAinfo Launches in Chicago, Zillow Acquires HotPads

A roundup of today’s big stories in hyperlocal content, commerce, and technology.After a Few Twists, DNAinfo Officially Launches (Crain’s Chicago Business)… Zillow Acquires Rental And Real Estate Search Site HotPads For $16 Million To Grow Its Rental Marketplace (TechCrunch)… Not Just Another Web 2.0 Company, Yelp Basks In Its Star Power (Fast Company)…

6 Platforms Hyperlocal Publishers Can Use to Fill Unsold Ad Inventory

Stephanie Miles

6 Platforms Hyperlocal Publishers Can Use to Fill Unsold Ad Inventory

Ad inventory sold by networks typically doesn’t command the high CPM (cost per thousand impressions) that individual publishers can charge when they work with local businesses directly. However, these ads do give publishers a chance broaden their advertiser base and earn revenue for space that would have otherwise gone unused…

5 Network Models for Serving Up Hyperlocal Advertising

Isa Jones

5 Network Models for Serving Up Hyperlocal Advertising

Hyperlocal publishers have no shortage of ad networks to choose from. Street Fight looked at five of them to get a sense of the offerings available and to get a discussion going about what to look for in a hyperlocal ad network and what publishers and small businesses can expect…

Hyperlocal Ad Marketplace Local Yokel Media Launches

David Hirschman

Hyperlocal Ad Marketplace Local Yokel Media Launches

Digital media vet Dick O’Hare has announced the launch of Local Yokel Media, an ad network that claims to be the “first hyperlocal online ad marketplace specializing in monetizing hyperlocal ad impressions.” The company’s technology allows local and national advertisers to target online audiences via aggregated inventory on hyperlocal news and information sites…

How a ‘Geo-Contextual’ Ad Campaign Produces Results

Dick O'Hare

How a ‘Geo-Contextual’ Ad Campaign Produces Results

Hyperlocal has become one of the most intriguing new ideas for retailers and national brands looking to reach specific markets. Some people ask what the difference is between “local” and “hyperlocal” from a media perspective. I think the difference is clear. Traditionally, “local” media has meant DMA or metro level content such as major metro newspaper Web sites. But they could cover a pretty vast geography. Conversely, “hyperlocal” means granular, community-based or zip-code-level content…