Local is the new hottie and everyone wants to date her! The promise of local (in terms of content and targeted advertising) has long been the promise land for all of us emerging media types. With the growth of broadband and IP related content solutions, the dream of targeting relevant content/ad messaging can become a reality. Semantic solutions are allowing us to learn about users and IP-based data allows us to push down that marketing funnel and deliver the dream of relevant messages. Cable has been playing with DMA and SubDMA targeting for the last few years but has yet to really land the plane. For the larger cable and satellite solutions it’s a numbers game. They need access and affectability in more regions and households to make this a true play and they aren’t there yet.
Mediabrands, the Lab‘s holding company,  has just launched a new Hyper-local Media and Marketing Unit to offer new local marketing solutions.  “Geomentum,†is a new business entity, whose hyper-local vision is based on a bottom-up investment strategy, which begins with sales data, and data reflecting the changing media mix. Continue reading “The promise of “local””
