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News From Audio Graphics:
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Local Internet Advertising |
By now you've heard how "local" internet advertising is going to grow. Quoting the Wall Street Journal: "Spending for local online ads is expected to grow 48% next year to $12.6 billion." That's a sharp jump, especially if compared to what's happening in local traditional media.
There's also talk that newspapers, which enjoy the largest share of local media's online ad revenue, are reaching a saturation point in their internet ad inventory.
As for the radio industry and television, both have a long way to go in capturing local advertiser interest online. Television, it needs to be noted, is doing far better than radio in this arena through its local reach, and online acumen. But more needs to be done, because search engines have closed the gap on traditional media's ability to deliver advertising down to zip codes.
Take this demonstration of Google AdWords ability to focus on placing search engine ads within any area you choose. As an example, we'll use the Cleveland ADI. There are a few ways for an advertiser to define the exact area where they want their search ad to be shown.
1) By selecting "Target customers by location," you first can approach it by "excluding" areas within a state.
Here Ohio is selected.
In the lower left of this picture notice that you can "exclude areas within selected locations."
2) Select a zip code, or zip codes, as this image shows.
Or, if you wish, select a radius of "x" miles from the center of the chosen zip code.
3) The most exact method for distributing a search engine keyword ad is by defining your area through "custom shape." Here you simply click on the points surrounding the area that you want your ads served in, and the geographic coordinates are defined for you.
Although creating and managing a geographically-targeted keyword ad buy is still outside the capabilities of the vast majority of local advertisers, don't think that it will remain this way long. Couple geo-targeting with an ability to deliver exact measurements on ads served, clicked, and the resulting conversion to sale, and you can easily see how a cottage industry will grow to support local keyword ad buys.
My suggestion is that the radio industry begin incorporating this online targeting within its on-air sales package.
Have one person on staff who understands how search engine ad buys work, and your station can become a leader in this new cottage industry that local advertisers will be using - with regularity - in five years.
To register, click "Learn Basic Internet Analytics and Metrics." Limited Seating
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