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BizReport : Advertising archives : July 18, 2011

Platform targets ads based on context, location

Local marketers may get a leg up on the competition through a new hyperlocal ad hub. Today, Local Yokel Media, an online marketplace focused on hyperlocal ad impressions, launches. The platform is set up to serve impressions to consumers in very specific geographic areas.

by Kristina Knight

About 60 publishers have signed on to the platform so far.

"Hyperlocal content, specifically, community-level content being produced by individuals and institutions, has proliferated as local coverage by more traditional, offline local media organizations has waned," said Dick O'Hare, CEO and Founder, Local Yokel Media. "It is said that 80% of consumer spending happens within 20 miles of home. This presents a compelling ad targeting opportunity for local, regional and national brands looking to target extremely tight geographies."

Several national media resources have launched location-specific content hubs over the last few years, with AOL's Patch being one of the largest. The Local Yokel Media hub is set up to help monetize this type of local content. The platform aggregates website content according to community; this included local blogs and community newspaper/media websites. That content is then organized by zip code, giving advertisers a clear indication of where their ad content will be placed. The ads are then placed according to geography but perhaps more importantly, the advertiser will know they type of content as well, giving them a contextually targeted geography-specific ad placement.

"The results we received from our campaign with Local Yokel Media were multiple times what we previously saw from our offline ad campaigns, " said Dan Hageney, Founder of Connecticut Green Organic Lawn Care Company serving Fairfield County, CT.

"Local Yokel Media has done a terrific job in delivering curated ads with more premium revenue to our local websites," said Marty Hersam, COO at Connecticut's Hersam Acorn Newspapers.

Tags: content targeting, geographic targeting, local advertising, local content, Local Yokel Media, online advertising

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