Adding LOCALLOCAL toYour Media Arsenal
Edward McLoughlin, Senior Partner
Shawn Riegsecker, Founder & CEO
Mark Naples, Managing Partner
Agenda1. Local :: When and Why?2. Evolution:
Offline/Online Balance3. Study Highlights //
Trends4. Challenges and
Workflow
Local :: When and Why?
All Media is Local…
• The way it was…
• CDIs/BDIs/4Ps…
• The WWW is…err…global…
• Better data, better insight, better data driven planning
User
Engagement
Localized
Content
CONTENT
NAT GEO TARGETING COMMUNITY/SN
LOCALIZED NAVIGATION
What is Local to Our Clients?
BenefitsOur ads work better in some markets than
others…
Creative really does matter…
Contextual relevance really does matter
Localized advertising drives localized actions
Smaller or No Premiums vs. other local channels
Evolution, Offline/Online Balance
Fragmentation, or Accumulation?
95%of retail sales happenIN THE STORE**
*BIGresearch, Simultaneous Media Usage Survey, 12/06 **Forrester Research US eCommerce: Five-Year Forecast, 10/06
92%of consumers research products ONLINE*
Offline / Online Balance
The Internet Influence on In-store Sales
*Jupiter Research, 2007 US Online Retail Forecast
Increasing to a total of over $1 trillion of local in-store sales
93% of advertising spend
66% of media time*
7% of advertising spend
34% of media time*92% research online**
Influences 47% of total retail sales***
*Forrester, North American Benchmark Study ** BIGresearch, Simultaneous Media Usage Survey, 12/06 ***2011 projection, Jupiter Research
The offline/online balance is out of whack
Selection Process
Value Portal Network Vertical Local
Reach Excellent Excellent Poor Good
Targeted Reach Excellent Excellent Poor Okay
Easy(media, traffic, billing)
Easy Very Easy Neutral Difficult
CPMs Low Very Low High Medium
Quality/Environment Poor Very Poor Excellent Excellent
Contextual Poor Very Poor Good Good
Behavioral Good Good None Poor
ROI Projection Good Good Poor Okay
Geo-Creative Poor Very Poor Poor Excellent
12
Local Selection Process
Selection Process
Value Portal Network Vertical Local
Reach Excellent Excellent Poor Good
Targeted Reach Excellent Excellent Poor Okay
Easy(media, traffic, billing)
Easy Very Easy Neutral Difficult
CPMs Low Very Low High Medium
Quality/Environment Poor Very Poor Excellent Excellent
Contextual Poor Very Poor Good Good
Behavioral Good Good None Poor
ROI Projection Good Good Poor Okay
Geo-Creative Poor Very Poor Poor Excellent
13
Local Selection Process
Selection Process
Value Portal Network Vertical Local Sites
Reach Excellent Excellent Poor Good
Targeted Reach Excellent Excellent Poor Okay
Easy(media, traffic, billing)
Easy Very Easy Neutral Easy
CPMs Low Very Low High Medium
Quality/Environment Poor Very Poor Excellent Excellent
Contextual Poor Very Poor Good Good
Behavioral Good Good None Poor
ROI Projection Good Good Poor Okay
Geo-Creative Poor Very Poor Poor Excellent
14
Local Selection Process
Local Evolution (Beyond National)
Migration to local content:– As sites featuring local
content become more robust traffic will continue to shift away from national online news providers to local
• National sites need to adopt local content– Top traffic drivers are
integrating more local content into their site/network.
Local Impact on Campaign Goals
• Brand Support– Measurement of local
impact on National efforts– Utilize market planning
strategy to obtain optimal online frequency
Local Augmentation
Impact
National Media
Optimal FrequencyLocal planning
augmentsnational branding
effortswhile also driving in
storesales
Evaluating Local Programs• Scalable
– Market by market flexibility
• Monitor SOV and market GRPs
– Local creative opportunities
• Objective– Local branding– In store sales– Online sales
• Learnings– Opportunity for tracking
• Offline & online• Measure impact on
overall campaign goals• Content/Targeting
– Relevant content– Localized targeting
Content/Targeting
LearningsScalability
Study Highlights // Trends
Where does Local fit vs. National-Geo?
Source: ComScore MediaMetrix – February 2008
Media Property Unique Users Reach
Yahoo! Sites 136,767,149 73.9
Google 135,969,691 73.5
MSN-Microsoft Sites 118,355,002 64.0
AOL-Time Warner Network 108,911,149 58.9
Local Publishers 90,962,629 49.2
Fox Interactive Media 83,637,532 45.2
eBay 77,864,464 42.1
Wikipedia Sites 55,906,125 30.2
Amazon Sites 55,172,328 29.8
“Web users now spend half their time visiting content, far outpacing time spent
with search, communications and commerce.”
– Online Publishers Association Study (2007)
Source: Online Publishers Association, 2007
Local Audience Trends
“Content” versus “Technologies/Applications/Mail”
True Content
Technologies/Apps/Mail
MediaMetrix 2008 comScore Network, February 2008
Why the Local Audience Matters Nationally
(Quality Reach & Environment)
Feb ’06 comScore
MediaMetrix 2008 comScore Network, February 2008
Vertical Targeting
Challenges and Workflow(how to scale local)
Challenges and Workflow
Creative
Tracking
Measurement
Opportunities
Budget
Customizing creative per
market
Implementing tracking tags per market
Measuring impact of offline sales
Local targeting opps in mid tail
properties
Budgetallocation per
market
Dynamic online units
3rd party tools catering more to
local
Unique store offers
Utilize network IP targeting
Population + results + web usage + GRPs
ChallengePlanning Stage Solution
Challenges in local online display…
Current conversion attribution favors national advertising due to higher frequency
National spillover to local bleed research
Customizing creative when offers
68 DMAs X 4 sites per market X 12 months of advertising = 3,264 invoices
Opportunities moving forward…
“Google-ize” Local display advertising
Better market by market audience research needed
$16Billion in spot television advertising
High Impact Local Creative
Nike ~ Cavs ~ Lebron James
Transformers ~ Reskin ~ LA.com
Coors ~ “At the Shore” ~ Philly Weekly
Coors ~ Happy Hour Reskin ~ Philly Weekly
Obama for America ~ Texas ~ Chron.com
Obama for America ~ Texas ~ Chron.com
Questions & Thank you!!
