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News From Audio Graphics:
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Local Search vs Local Radio |
Since RAB 2008, it looks like everyone in the radio industry is focusing on getting better use out of the internet. Internet experts are now everywhere within radio, so we'll let them explain why radio web sites need to be redesigned and how a radio account exec can sell banners. What follows is a simple lesson on your new competition for local advertising: search engines.
Search engines are recognized as the new directories for everything. As consumers become more comfortable using them to research new purchases, those selling local radio advertising need to be aware of how close search engines are to filling what you sell - local reach.
Let's isolate only four elements that search engines offer:
Search Engines as a portal.
Satisfying a search across the internet.
Local reach with maps.
Selling products.
Snapshots of each are shown below. Keep in mind that these are only three of hundreds of search engines used worldwide.
This is what most people see when using Yahoo!, MSN, or Google as their portal. In all cases, localizing a search only requires adding the city and state.(Click on any picture for an enlarged view.)
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Yahoo! Portal |
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MSN Portal |
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Google Portal |
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Here is the new, slim look that all are turning to for search. It reflects the simplicity Google has claimed from the start.
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Yahoo! Search |
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MSN Live Search |
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Google Search |
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Here is what each search engine offers in local targeting, through maps. (Click on any picture for an enlarged view.)
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Yahoo! Local Search Map |
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MSN Local Search Map |
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Google Local Search Map |
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Here is a list of products each search engine offers to consumers. (Click on any picture for an enlarged view.)
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Yahoo! Products |
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MSN Products |
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Google Products |
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Increased buzz about the internet is pumping up the pulse rate on more than a few individuals in the radio industry. What these examples show is how deeply these search engines are reaching into radio's backyard, and how much ground needs to be covered if a radio station wants to give its advertisers the same potential for making the internet another revenue source.
To register, click "Learn Basic Internet Analytics and Metrics." Limited Seating
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