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BizReport : Advertising : April 23, 2013


3 Questions with Local Corporation

Consumers are blind to banners. Branded emails go unopened. Video ads aren't engaging. Choose your poison, the online space is not for the faint at heart, but one online hub is changing how they attack online advertising, and those changes may offer brands more targeting options. Those targeting options? Could turn unengaged consumers into engaged audiences.

by Kristina Knight

Kristina: How is Local Corp. differentiating its business in the changing ad network market?

Lori Chavez, Vice President of Marketing, Local Corporation: We recently launched Fusion by Local a new premium ad network for advertisers and brand marketers seeking to engage with targeted local audiences in markets across the U.S. Local Corp. has a longstanding history in the local space. Since 1999, the company has connected businesses throughout the U.S. with local audiences. We are able to leverage our existing relationships with valuable regional media publishers. Local Corp. has established partnerships with more than 1,000 regional media sites including newspaper, television and radio, serving more than 100 local markets across the country. In addition, Fusion by Local offers true premium placement near relevant content with high quality publishers and media sites. Ultimately, the network offers scale, convenience and potential for targeted engagement with local audiences from one trusted provider.

Kristina: On the heels of the Fusion launch, is this a new direction for Local Corp.?

Lori: The launch of Fusion by Local is a new opportunity for advertisers and brand marketers to reach and engage with local audiences through targeted display inventory
BIA/Kelsey's updated U.S. Local Media Forecast underscored local advertising's expected growth over the next five years projecting 148.8 billion in 2017, up from $132.5 billion in 2012. The report also noted the entire local online/interactive segment of the local advertising market will grow from $10.8 billion in 2012 to $15.8 billion in 2017. Fusion by Local further expands our local advertising ecosystem and directly supports our mission of connecting advertisers with local consumers.

Kristina: How is Fusion by Local different than other platforms that provide geo-targeted campaigns?

Lori: Agencies and advertisers should think strategically about which channels are best for them based on their campaign goals. Fusion by Local allows clients to target precise consumer mindshare in specific markets through trusted media properties. It also allows advertisers and brand marketers to optimize and customize campaigns in local markets based on specific vertical categories. Fusion provides clients with targeted local reach and awareness. While other offerings may help with more transactional-based goals, Fusion by Local is a good fit for national and regional brands that want to reach and engage with local consumers through premium media properties.

More from Lori and Local Corporation later this week, including her top tips for managing online costs.

Image via Shutterstock

Tags: ad targeting, Local Corporation, local marketing, online advertising, online local advertising










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