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Posts Tagged ‘Local Advertising’

Hyperlocal – Core Dimensions (Part 2)

February 14, 2010 3 comments

This is the third in a series of posts on key dimensions of Hyperlocal. Other posts in this series are:

In the previous post, we explored the dimensions of Hyperlocal News and Commerce. In this post, we will explore Local Advertising and Hyperlocal Community.

Local Advertising

Local Advertising is definitely a key part of Local Business/Commerce, which I explored in the previous post. But local advertising can also be embedded within Local News and Local Community portals. Thus I’ve chose to deal with it as a separate topic.

Insights into Local/Hyperlocal Advertising

First off, I have a few favorite resources for keeping informed in the Local/Hyperlocal advertising space. These are:

Borrell Associates – headed up by CEO Gordon Borrell – also sponsors the Local Online Advertising Conference, which was held in New York city early this month.

Jeff Jarvis also frequently has compelling insights into Advertising strategies for Local News Media. For example, see his recent blog posts from February 2010: Stop selling scarcity and NewBizNews: What ad sales people hear.

Search Engine Marketing/SEO for SMEs

Obviously, SEM strategies are critical for any local online business on the web. My top go-to resources for local SEM/SEO insights are:

Big Ad Networks

On the solution provider front, you have the big ad networks around Search Engine marketing, some of which include:

Local Advertising Media/Platforms

A number of application/media providers – many with a mobile focus – are positioned to be significant players, including:

Niche/Regional-based Ad Networks and Services

Increasingly, however, you also have your niche/regional-based ad networks and service providers. Here’s some examples:

Bargains and Deals

Numerous vendors provide applications to notify consumers of bargains and deals in the local vicinity, including:

Additional Local Advertising Solution Providers

One more advertising solution provider I’ll mention:

So there you have it, a sampling of Local Advertising solution providers. Local Advertising should be a very interesting space to watch in 2010, particularly when it comes to mobile, location-based tools and technologies.

Local Community

The Local Community view of HyperLocal is about information and events of interest to the Community. Information and Events around the Local Community may be contributed by businesses, community organizations, or municipal governmental sources, or it may be user-generated content contributed by the Community.

When you talk Community, by definition you are talking about Social Networks. Therefore, you have to consider the various social networking platforms, and particularly those that host large social graphs. I’m thinking here most specifically of:

Many of the HyperLocal News platforms are also positioning themselves as Local Community platforms. For example:

You also have open city initiatives/discussions such as those initiated by:

For additional information on open city initiatives, see here.

Then there are do-it-yourself City initiatives and tools, for example:

You have Local Event platforms, such as:

And finally, organizational and community tools around local causes. See:

This is really just a very small sampling of possible ways/platforms for organizing people within a geographic community. I look for a lot of innovation in this space over the next several years.

HyperLocal Business Models

This viewpoint explores various ways to make a HyperLocal business commercially viable. There’s some great pioneering work being done by Jeff Jarvis and the folks at CUNY here – see the New Business Models for News Project at CUNY, and Jarvis’ overview of the work on HyperLocal business models here.

More on this to come.

HyperLocal Advertising – Borrell interview with Yodle CEO Court Cunningham

January 16, 2010 Leave a comment

Finding the Local Advertising space interesting these days. One of the fasting growing players in this space is NY-based Yodel. Here’s a Borrell interview with Yodle CEO Court Cunningham.

For a nice intro to Yodel’s Local Advertising services, see the following video:

glenn

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