Think Globally, Serve Ads Locally

Max Kalehoff, vice president of marketing for Clickable and author of Attention Max, has some interesting things to say about small business and local online ad markets.

“Small to medium” is actually huge.
For example, I became acutely aware that half of the online advertising market is comprised of small and midsized businesses. The advertising trade press tends to cover the mega brands most — the head of the tail, not the torso nor the long tail. However, digital innovations are having just as profound an impact on the lower to mid foundation. It’s exciting and there’s incredible disruption and innovation going on.
I’ve also become more aware of the great significance of local online advertising. It’s complex, but a sizable and growing opportunity. When you work in the big-brand world of national advertising, it’s easy to forget that a lot of business-customer interaction happens in person, in your own neighborhood. Digital is steadily transforming the way businesses think about local.

I’m intrigued by this last bit. It seems like there are several ad networks and content aggregators dedicated to big topics like investing, for instance. But I’m not sure the same can be said for metropolitan markets.
Can you think of a firm who is servicing local markets by bundling online ad buys on local publishers’ sites? It seems like a service that would benefit national brands looking to advertise locally and local retailers and service providers looking to get the word out.
[via MediaPost’s Online Spin]
[UPDATE] outside.in looks to be doing a nice job of bundling local content.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. And don’t forget EveryBlock and Topix.net.

  2. Thanks Frank. I hadn’t heard of EveryBlock until now. When I consider your two examples plus outside.in, what’s missing for me is a locally owned and operated aggregator (that also helps sell ads on the source sites).
    Also, I think aggregators could benefit from a human editor who can arrange the home page. Lots of good content can be generated by script, but in this idealized scenario I’m looking for a mix of auto-populated content, user/reader-generated content and editor-sifted content. IMO, that last part needs to be done on the ground in the city in question, so the editor is actually in touch with her surroundings.