digital is going local

LOCAL IS GOING DIGITAL DIGITAL IS GOING LOCAL

How to Market Online to a Local Audience

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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

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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

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