Home » Archive

Articles in the Hyper-Local Category

Ad Sales, Hyper-Local »

[21 Apr 2014 | One Comment | ]

Local B2B news sites always make sense to us. But they have largely been an exercise in frustration, with a lot of money being thrown at them to build local journalism and sales teams. Back in the late 1990s, sites such as Localbusiness.com ran through millions of dollars in an effort to quickly launch and …

Hyper-Local »

[13 Mar 2014 | One Comment | ]

Chris Jennewein
The layoffs at Patch have been met around the industry as the latest sign that hyperlocal can’t work because of the difficulties in scaling content and ad sales locally while attracting a reasonable quorum of local readers. Hale Global, the new owners at Patch, don’t believe it. And neither do the hundreds of people …

Hyper-Local, Local Marketing, Online/Interactive, SMBs »

[18 Nov 2013 | 2 Comments | ]

vSplash‘s Board Advisor and former BIA/Kelsey executive Neal Polachek briefed BIA/Kelsey on some recent milestones achieved by vSplash with their sales engagement tool – BuzzBoard. Launched by vSplash the BuzzBoard sales tool has gained significant market adoption since Charles Laughlin wrote about it here.
BuzzBoard’s technology currently crawls and analyzes over a hundred parameters against over …

Funding, Hyper-Local, Mergers & Acquisitions, Online/Interactive »

[25 Oct 2013 | One Comment | ]

Jason E. Klein, Founder and CEO of On Grid Ventures, led a StreetFight Summit panel of investors exploring where the next billion dollar opportunities in hyperlocal might be. Joining Klein were Matt Turck, Managing Partner, First Mark Capital and Ben Siscovick, with IA Ventures.
Klein framed the discussion by calling Google’s June 2013 acquisition of Waze for $966 million …

Ad Sales, Advertising Networks, Hyper-Local »

[18 Jun 2013 | One Comment | ]

With the exception of efforts like AOL’s Patch and New England’s GoLocal24, “Hyperlocal” has really moved away from its initial focus on neighborhood journalism to more of a focus on geo-targeted advertising and commerce.
Redefined this way, there’s a lot going on in hyperlocal. Today, Stamford,CT-based Local Yokel Media, a hyperlocal ad …

Ad Sales, Ad Sales, National, Cable, Hyper-Local, Online/Interactive »

[22 Feb 2013 | No Comment | ]

In BIA/Kelsey’s Feb 21st webinar, National Marketers Refining Localization Strategies – A ‘Leading in Local’ Conversation, (available on-demand), the discussion focused on how national brands are increasing their efforts in marketing their products on a local level. Balihoo’s Marketing Director, Susan Tormollen, along with Jed Williams, BIA/Kelsey Senior Analyst, analyzed key findings from a new …

Ad Sales, Ad Sales, National, Advertising Networks, Brand Marketing, Contextual Advertising, Hyper-Local, ILM West, Location Targeting, Mobile, Online/Interactive »

[8 Dec 2012 | No Comment | ]

Verve Mobile’s CEO Tom MacIsaac is bullish on local publishers’ ability to drive this revenue growth by selling local audiences not just to local advertisers but also to national brands seeking access to local audiences in a trusted context, through partners like Verve.
The secret sauce is Verve’s ability to deliver quality location-based audiences into a …

Hyper-Local, Newspapers, SMBs »

[10 Sep 2012 | No Comment | ]

Newspapers have local brand credibility and content; agencies have media expertise; and neither of them do especially well selling SMBs on today’s social-infused media options.
That’s the challenge being addressed by Speakeasy, a new local social service being owned in partnership by Belo’s Dallas Morning News and Slingshot, a Dallas-based interactive agency that …

Google, Hyper-Local, Shopping, offline »

[8 Aug 2012 | No Comment | ]

When eBay purchased Jack Abraham’s Milo.com in December 2010, it caused some head scratching. While retail Inventory is helpful to track goods availability and has some value in developing location-based promotions, it seemed an unlikely anchor for eBay’s SMB and local ecommerce services.
Abraham’s upgrade of his title to head of EBay Local last year, however, …

Google, Hyper-Local, Verticals »

[31 May 2012 | One Comment | ]

Zagat is Google’s great equalizer against Yelp. Google has now demonstrated why it paid $151 million for Zagat last September by including Zagat, which formerly cost $4.95 a month (or $24.95 per year), as part of its new rollout of Google+ Local. The newly branded service replaces Google Places.
As a result of the integration, which …

Cable, Hyper-Local, Television, Local, Traditional Media »

[9 May 2012 | No Comment | ]

Nielsen reported yesterday that ad spending on national cable networks has caught up to where their broadcast network brethren now stand.
That’s a big acknowledgement that the investments in programming and promotion that have been made by the content providers have shown an excellent return. Cable has always suffered the “little brother” syndrome in …

Hyper-Local, ILM East, Online/Interactive »

[26 Mar 2012 | 3 Comments | ]

“AOL has a huge bet on local and Patch in particular,” said Mark Josephson, senior vice president of revenue at AOL Local during our afternoon session at ILM East. Patch hyperlocal sites reach 865 communities that Josephson describes as “under served” by traditional media.  Patch’s business model operates at local, regional and national levels. At …

Ad Sales, Forecasts, Hyper-Local, Online/Interactive, Radio, Television, Local »

[15 Mar 2012 | 3 Comments | ]

In the past 12 months, local radio and television stations have made significant strides to bolster their online activities, and it is generating noticeable revenues.
As will be detailed in BIA/Kelsey’s upcoming Investing In Television® and Investing In Radio® publications, in 2011 local television stations saw a 19.0 percent increase in their online revenues to …

Hyper-Local »

[14 Mar 2012 | One Comment | ]

The vision for Hyperlocal — if you believe in it — boils down to two camps. The first camp says it is a labor of love that must be hand-curated to work with merchants and engage the citizenry, town by town. Perhaps sites can use shopping and other directory tools, like Local Thunder and …

AT&T, Brand Marketing, City Guides, Classifieds, Conferences, Coupons/Deals, Funding, Google, Hyper-Local, ILM East, Mobile, News, online, Newspapers, Online/Interactive, Paid Search, SEM, SMBs, Social, User-Generated Content, Verticals, Video »

[7 Mar 2012 | No Comment | ]

Here’s what we’ve been waiting to announce: Google Offers’ head Nitin Mangtani will join our great list of keynoters at ILM East March 26-28 in Boston. We believe Mangtani’s appearance marks one of the first public debuts of Google Offers, which is playing a major role in Google’s vital local strategy, along with Google Places, …

Conferences, Coupons/Deals, Hyper-Local »

[14 Feb 2012 | No Comment | ]

ILM East keynoter Ted Leonsis, in a BIA/Kelsey pre-conference webinar, proclaimed a “new generation and reinvigoration of local products.” The new opportunity in local is “where social, video and mobile intersect,” Leonsis said.
What surprises Leonsis, who currently serves as Groupon’s vice chair and a board member of AmEx, is that VCs and entrepreneurs are correctly …

AT&T, City Guides, Classifieds, Conferences, Coupons/Deals, Devices, Digital Out of Home, Google, Hyper-Local, Mobile, Online/Interactive, Social, Verticals, Video »

[19 Jan 2012 | No Comment | ]

ILM East is coming back to Boston March 26-28 with a lineup of doers and innovators who are transforming and redefining the local space. Highlights include a featured keynote from industry legend Ted Leonsis (Groupon vice chair/AmEx board member/sports team owner/AOL mastermind), along with keynotes/interviews from Jason Calacanis, Leslie Berland, Jay Herratti, Michael Zimbalist and …

Hyper-Local, Social, Video »

[18 Jan 2012 | 2 Comments | ]

The decline of newspaper readership opens a door for other media to head the news cycle, with everything else trickling down to the TV and radio stations and websites that feed off the original content.
That’s the premise for GoLocal24, a local news and lifestyle content company that started with a website and broadcast partnerships in …

Hyper-Local, Location Targeting, Mapping, Mobile, Verticals, Yellow Pages »

[9 Jan 2012 | One Comment | ]

A few years ago, the location of businesses became a big question mark, as well as a strategic issue, as people wanted to shop or dine nearby. These “geo-fencing” issues were especially important for Yellow Pages companies.
Since then, search has become more the norm, along with GPS-based phones, which have location baked into them. What …

Hyper-Local »

[6 Jan 2012 | No Comment | ]

No one talks much about certain topics after public crashes — even when the opportunity remains clear. Hyperlocal is one of these. TBD.com in Washington, D.C., crashed last February, and there is a lot of speculation that Patch.com has become a cash drain on AOL.com and is not sustainable (although CEO Tim Armstrong asserts …