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Hyper-Local Advertising

The holiday shopping season is upon us. But, given the state of the economy, the holidays will look a little different this year. Deloitte and Touche have estimated that holiday sales will experience a 6.5% decline. This drop, combined with a dreary retail outlook for at least the next six months, has advertisers scrambling.

Luckily, history shows that hard times breed creativity. The advertising community has been weighing its options as consumers continue to turn away from traditional media like newspapers, radio, and TV. Clearly, interactive media advertising--including online and mobile--is boasting a higher return on investment. But with the economic slowdown intensifying, it's more important than ever to carefully examine where exactly those ads are placed.

The local advertising market is primed for substantial growth. And while many assume that local advertising is at odds with mobile and online video, the reality is that rich media and geo-targeted place-based mobile advertising are likely to be big components of that local online ad spend. Within the context of the changing media landscape, local online advertising represents a massive opportunity that is coming into its own.

Why Local?

According to The Kelsey Group, more than 80% of American consumers purchase goods within 20 miles of where they live and work, representing a critical market for Madison Avenue. Forrester Research estimates that online-influenced offline sales will accelerate to $1 trillion. Likewise, eMarketer estimates that by 2011, nearly 10% of the $100 billion spent on local advertising will migrate to the Web.

Although traditional local media--from the Yellow Pages to newspapers and radio to broadcast television--all have an online presence, none of them enjoys the dominance on ...

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