Local advertisers are spending more on social media platforms today than three years ago, despite being unconvinced social media is the best place to reach their customers. What gives? Corey Elliott, Borrell’s EVP of local marketing intelligence, explains the story behind the numbers.
SOCi, a platform that helps national brands manage their marketing locally, closed its $80 million Series D on Thursday with an eye on growth. The round, led by JMI Equity with participation from existing investor Ankona Capital, brings the company’s total funding to just over $137 million since 2014. Afif Khoury, SOCi’s CEO and cofounder, […]
Google is rolling out ad products geared to local businesses struggling to adapt to new customer behaviors that have developed since the world went screwy in mid-March. It’s become a theme of the pandemic: the biggest of big tech platforms releasing advertising and commerce tools aimed at the smallest of small advertisers. “We recognize the […]
In the immortal words of former House speaker Tip O’Neill: “All politics is local.” And the same can be said for reopening the US economy as states and counties across the country attempt to ease their COVID-19 restrictions. As the largest local broadcast television group in the United States, Nexstar Media Group heavily relies on […]
Yelp is moving from targeting your local corner restaurant to businesses with hundreds or thousands of locations. Tom Foran, Yelp’s SVP of national sales, is leading this effort. It’s working. National sales grew 22% in the past year. Revenue for its top 100 customers soared 50%. His 250-person team is focused on Yelp’s “multi-location segment” […]
Gamut President Rachel Williamson has two words to describe local over-the-top (OTT) ad buying: “It’s hard.” Inventory is scattered. Data is fragmented. And advertisers need different strategies to hit different demos based on geography. A buyer might want to reach 34-year-old moms, for example, but that can mean one thing in Birmingham, Ala., and another […]
College-age consumers shouldn’t be too hard for advertisers to find, since many are, not surprisingly, on college campuses. But most college newspapers don’t have a systematic way to sell their inventory. Student-run outlets generally have reps to pound the pavement, visiting small businesses – their bread and butter – one by one to drum up ad […]
Sinclair Broadcasting, the largest owner of television stations across the nation, is letting local advertisers buy connected TV in a much more targeted way alongside linear and digital. The broadcaster is teaming up with the connected TV DMP and measurement system Tru Optik to power advanced audience targeting across Sinclair’s owned-and-operated inventory, as well as […]
The rise of digital advertising has been tough on local news. Not only have legacy operations, like local newspapers, struggled to survive in the era of Craigslist, Google and Facebook, digital ones haven’t found it easy to gain a perch. Most recently, the owner of Gothamist and DNAinfo shut down the sites in early November […]
Uber’s rider-focused ad spend has increased twentyfold in the last year and a half. “The onus that puts on us to be really clever in our targeting and thoughtful is incredibly high,” said Kellyn Kenny, Uber’s VP of marketing, speaking at Tune’s Postback conference in Seattle on Thursday. Although user acquisition is still a top […]
