Comments on: Local Media May Have Blown Another Online Ads Opportunity

By: WOW! WOM!

WOW! WOM! — Mon, 06 Dec 2010 11:33:37 +0000

same as yellowpages industry, take a look at IDEARC & R.H. Donnelley both file bankruptcy in 2009!

People who don’t change their mind will eventually lose competitive edge especially against new technology…

By: dw

dw — Sat, 04 Dec 2010 22:29:16 +0000

Myles, you nailed it. Local content is relevant, it’s just very overvalued.

Local advertisers think that the homepage of the area pub website is highly trafficked and at $40 CPM its still cheaper than mail. That’s an unfair comparison but the only one many local advertisers can make. In actuality, targeting to an audience type online, like “people shopping for cars,” or “like to dine out” will deliver ads to the right people. On the sites that THEY visit, not necessarily the sites you might hand pick. The ability to measurably increase response with targeted delivery makes it a no brainer, and we’ll see more adoption in 2011.

I do feel that pubs could immediately provide more value with packaged local campaigns. like web, print and direct mail integration. These are still very relevant local sales tools, and blending these increases results. Some are already partnering with Yahoo to allow local advertisers to run within that content network as well, so that could give advertisers a more valuable online presence. Some are offering facebook ads, simply because it’s an easy way to monetize.

By: Canned Banners

Canned Banners — Fri, 03 Dec 2010 23:24:37 +0000

Nice to see an easy-to-use advertising platform like AdNeedle in the comments.

Seems like local media are still under the impression that specialized, homegrown content (i.e., local, relevant) necessitates a specialized, homegrown ad sales channel (i.e., dedicated sales reps, single-publication rate sheets, fax machines, no automation).

Local media need to say goodbye to the 20th century and begin monetizing their content with commoditized, highly automated ad sales channels that include easy self-serve options for local advertisers. Expecting a local advertiser to call the local newspaper on the phone and book a campaign with a human sales rep is becoming laughably out-of-date…that’s the most time-consuming, inefficient, and annoying way to launch an ad campaign, especially for a small business owner. There are now ways to keep your content local, relevant, and high-quality, yet tap into sales channels that offer vast economies of scale and monetize content efficiently.

There’s no way that local content is going away…it’s just the content-to-sales relationship that has to evolve. And despite Groupon being the Flavor of the Month, it’s not all going to be “daily deals.” There are myriad other advertising options that are just as efficient, target-able, and ROI-focused.

Myles Younger
Co-founder, http://www.cannedbanners.com

By: dw

dw — Fri, 03 Dec 2010 17:33:11 +0000

That’s because local media have “Kindled while Rome burns.” They continue to offer little value in their inventory, limited (if any) analytics, no hyper local or audience targeting and ridiculously high cpm and cpc rates. They never got a handle on the technology despite having plenty of time to do so. I fail to see how they can adapt to integration of social and location based ops when few can provide value on the display side.

Now sites like adneedle are available to let local advertisers run display on major sites as well as local media outlets, social media, search and even mobile – for a fraction of what local pub fees, with audience targeting, pricing options rich analytics… and its free to use. There are many options for advertisers that save time and avoid overspending through competitive costing and detailed analytics.