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BizReport : Advertising archives : November 03, 2010

Ziplocal makes hyper-local platform with LocaLeads release

This week, local marketing may get a bit simpler for small businesses across the US. Local search hub Ziplocal has released LocaLeads, a platform which will help small- to medium-sized businesses create and distribute local ads through online and mobile publishers. Early distribution of the ads has been secured to more than 90% of the US market.

by Kristina Knight

Researchers with The Kelsey Group expect local advertising to reach at least $2 billion by 2014. While much of the spend will be online, a growing number of ad dollars will be pushed into the mobile marketplace as smartphones take over with consumers. The ability to run errands, grab lunch or shop while staying connected makes mobile a viable option for many consumers. And, while they are on the go, many are connecting to local businesses through mobile applications and browsers.

"LocaLeads marries a much needed digital onramp for SMBs with hyperlocal advertising content that our distribution partners want most," said Olivier Vincent, CEO of Ziplocal. "Content providers are looking for ways to better monetize their digital content, which means moving from national to hyperlocal. At the same time, SMBs want direct exposure to the growing number of customers making buying decisions their mobile phones as well as online."

LocaLeads is based on a pay-for-performance model, which gives brands guaranteed delivery of ads to the consumers in their geographic or regional area, while keeping costs under control. Brands can use both display and list-type ads throughout a realm of mobile and online content publishers.

City guides/directories, search engines, mobile application publishers and other hubs have signed on to help connect local businesses with local consumers; leads are served based on keyword and category matches using geographical targeting to ensure businesses and consumers 'meet' in the right place.

Tags: keyword advertising, local advertising, local businesses, LocaLeads, online advertising, Ziplocal

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