digital is going local
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LOCAL IS GOING DIGITAL DIGITAL IS GOING LOCAL
How to Market Online to a Local Audience
Copyright 2012 Vantage Local, all rights reserved
LOCAL IS GOING DIGITAL
Local advertising spend on Mobile, Email and Online Marketing will each increase > 50% over next 5 years as focus moves away from print
0%
5%
10%
15%
20%
25%
30%
35%
Shar
e o
f Lo
cal A
d S
pe
nd
2011
2016
Copyright 2012 Vantage Local, all rights reserved
DIGITAL IS GOING LOCAL
73% of online activity is local searches and content
Investing 66%
Not Investing
34%
National Brands are Investing in Local Marketing
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WHAT DOES LOCAL DIGITAL
MEAN? Intersection of location data for
Advertisers
• Physical address
• Map location
• Local phone
Customers
• IP address
• Mobile location
• Social data &
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THE LOCAL STRATEGY
Optimize • Local SEO • Navigation & Mapping
List • Social Review Sites • Local Listings
Target • Local Search • Local Display • Mobile
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WHY DISPLAY ADVERTISING?
• 63% increase in ad awareness • 64% increase in brand favorability • 44% increase in purchase intent • 130% increase in branded search • 21% lift in offline sales • 26% increase in aided brand recall • 300% increase in site visitation • 72% of online conversions follow exposure to display ads
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HOW DISPLAY WORKS
The Simple Version
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HOW DISPLAY WORKS Th
e Co
mpl
ex V
ersi
on
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MAKING DISPLAY LOCAL
Hyper-local geographic targeting • Traditionally targeted a DMA • Now, target single city, even a single
zip code IP addresses used to target the ads • Catch people at the office, too
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CREATIVE GETS LOCAL
Dynamic local messaging • Change text based on viewer location
Smart Maps • Maps nearest business location • In-banner, so no click required
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FOLLOW US ONLINE!
www.VantageLocal.com/blog @VantageLocal (Ask about our reseller partner opportunities)
Copyright 2012 Vantage Local, all rights reserved
APPENDIX
• JumpStartAutomotiveGroup.com “Improve Purchase Funnel Effectiveness” 2008
• ComScore “Media Placement Strategies” 2010 • Dunhumby & ComScore “Research Shows Online Advertising
Lifts In-Store CPG Brand Sales” 2011 • IAB Europe “Brand awareness and digital: An IAB Europe White
Paper,” 2010 • Eyeblaster “Search & Display: Reach Beyond the Keyword” 2010 • Ad Age Insights: "Smart Strategies for Local Advertising" 2012 • Luma Partners Display Lumascape, 2012
Copyright 2012 Vantage Local, all rights reserved