Archive for the ‘Members’ Category

Local or National, Big or Small – Why You Need a Mobile Campaign Now

Tuesday, August 19, 2014

Please join LSA and UpSnap for an exclusive webinar presentation next Thursday, August 28 from 2 pm – 3 pm EST.

eMarketer estimates that spending on mobile advertising will soar 83% to nearly $18 billion this year. Yet this year’s spending growth will raise mobile’s share of the ad market to only 9.8% despite consumers spending a quarter of their media time on mobile devices. The opportunity is clear and during this webinar, UpSnap will provide the strategies and tools you need to quickly launch successful results-driven mobile campaigns.

UpSnap provides highly-targeted, data-driven mobile advertising to attract the ideal audience for brands big and small. Combining first-party proprietary data and real-time analytics, UpSnap goes beyond location to deliver site agnostic and results-driven campaigns that produce qualified, engaged customers. UpSnap tailors each campaign to align with unique business goals, delivering the right customers for more meaningful exposure and better business results.

Spots are limited so reserve your seat today!

Ifbyphone Webinar Highlights: As Search Goes Mobile, Calls Become the New Clicks

Monday, August 18, 2014

During last week’s webinar, Blair Symes and Angelo Tsakonas of Ifbyphone explained how marketers and agencies are using call tracking technology to optimize ROI from paid search. They talked about which PPC ads, search keywords, and landing pages generate calls and sales – and which don’t and talked about how to filter out bad calls and route good ones to the closest store, office, or agent to maximize sales.

In addition, they showed how to significantly improve marketing ROI from search by tracking, scoring, routing and managing calls in the same way as web conversions.  Here are a few takeaways from the webinar:

  • Search is going mobile and calls are the new clicks.
  • 276 million smartphones in the U.S. by 2017.
  • 50% of mobile searches have local intent.
  • 73 billion inbound sales calls expected from mobile search in 2018.
  • Marketers don’t know what sources make the phone ring.
  • Marketing and sales teams can’t control how inbound calls are routed, scored and managed to optimize conversions.
  • One Ifbyphone customer saw a 200% increase in call conversions by using local phone numbers in paid search campaigns.
  • Call tracking helps marketers understand exactly what marketing sources make the phone ring.
  • Around just 19% of inbound calls are actually high quality calls and/or new leads.

Check out the entire presentation below:

For access to all of our past webinars and a look at what’s to come, visit

SoMoConf Speaker Spotlight: Luke Edson, VP of National Markets, YP

Friday, August 15, 2014

Today’s Social + Mobile: Show Me the Money! speaker spotlight features Luke Edson, VP of National Markets at YP. Luke drives the development and sales of innovative solutions across YP’s multiple media platforms including search, mobile and display.

Luke Edson, VP of National Markets, YP

Prior to YP, Luke was SVP and GM at Cox Digital Solutions where he managed sales, product, technology, publisher sales, account management and ad operations. In addition, Luke was at AOL for 8 years, most recently in the role of regional sales director, based on New York where he managed a $120M territory that included leading NYC media agencies.

What are the key topics you’ll discuss during your session?
I’ll discuss some of the keys to publisher success and monetization in mobile advertising.  We’ll spend time talking about the importance of data and how deriving valuable insights from location based and other data can improve advertiser ROI and increase publisher monetization.  I want to really zero in on location, data, and insights as they are essential elements for hitting a homerun in mobile.

What about your session are you most excited about?
I’m excited about the opportunity to discuss how YP’s consumer properties and mobile platforms give us valuable data from which we can develop actionable insights that drive advertiser ROI.

Why is it important that attendees not miss your session?
A recent IDC study ranked YP #3 in mobile revenue and we didn’t get there by accident.  I’m going to share how we are finding success and consistently growing mobile revenues – I’m pretty sure those attending the conference will want to hear that story.

What is the best part of working at YP?
Being a part of YP’s transition from a traditional print yellow pages business to full-spectrum digital and mobile media provider.  It’s an exciting time and makes YP a great place to be.

We are just a few days away from SoMoConf so click here to learn more or register now!

The State of Local Programmatic: 100 Local Media Execs Weigh In

Wednesday, August 13, 2014

Today’s guest post comes from Amber Benson, vice president of marketing at is an advertising technology company that simplifies digital advertising through the use of unstructured data.

There is no denying the gap between publishers that want to take advantage of targeted solutions and fully integrated cross-platform programs, and local advertisers who faithfully hold to their knowledge of their buyers and what’s worked before. What is interesting is just how wide that gap is and how best to bridge it.

Forrester Consulting recently interviewed more than 100 digital publishing executives in 29 designated market areas (DMAs) and found that education is the key to local programmatic success. The study highlighted what is needed for local programmatic to take off in a way that gets targeted messaging to consumers, and better ROI to advertisers and publishers.

The report from Forrester will be profiled in a joint webinar with titled, “The State of Local Programmatic: 100 Local Media Execs Weigh In” on Thursday, August 14 from 1 – 2 pm ET.  But before that, here are some highlights from the study:

Source: A commissioned study conducted by Forrester Consulting on behalf of, April 2014. 

  • More than half of local publishers (53%) sell full cross-platform integrated solutions.
  • Nearly 70% of publishers use a DMP to create data-driven advertising programs, such as audience extension.
  • Sales and ad ops teams see high minimum campaign spend (47%) as the primary barrier to local advertisers adopting programmatic, closely followed by a lack of perceived or measureable ROI at 42 percent, showing that to local advertisers, ROI is king.
  • Publishers cited sales training (65%) and technology implementation (63%) as challenges faced during the implementation process, highlighting the need for education to keep up with the rapidly evolving space.
  • Interestingly, 31% of publishers questioned about local programmatic challenges cited the need for something new entirely – a specialized analytics staff to keep up with changes as they happen.

Interested in learning more? Register today for the webinar. Attendees will also receive a full copy of the report and some unique insights into how local publishers and advertisers can be successful and raise the ROI on small data, high volume campaigns.

LSA Member Innovation in Local: Ifbyphone

Wednesday, August 13, 2014

This week we hear from Ifbyphone, a software provider that enables businesses and agencies to prove and improve marketing ROI by tracking and managing phone leads from any source, including search. For local search specifically, Ifbyphone gives the power to measure PPC ad effectiveness and optimize ROI by not only tracking inbound calls (and the revenue they generate) back to the specific keywords, ads, landing pages, and campaigns that originated them, but also by routing those calls optimally to the right store, office, or sales agent right away.

In addition to the company’s upcoming webinar, we caught up with Ifbyphone’s Demand Generation Manager Blair Symes to learn more:

What local problem(s) does Ifbyphone solve? How?
25% of searches take place on mobile devices today, and that number is expected to surpass PC search by 2015. As search goes mobile, it’s important for marketers and SEM agencies to understand that when smartphone users find a business, they aren’t converting by filling out a web form – they’re calling.

Thanks to click-to-call, Google reports that 61% of mobile searches result in a phone call. 30 billion sales calls were made to businesses in the U.S. last year from mobile search, and that number is expected to reach 75 billion by 2018 (BIA/Kelsey, 2014). Google also reports that half of all mobile searches have local intent.

To compete on search engines like Google and Bing in today’s mobile world, you can’t afford to ignore phone calls in your analytics. Search has become too competitive, and the stakes are too high. It’s why search marketers are now in a race to adopt solutions to measure and control calls the same way they do web conversions.

Keyword-level call tracking solutions like Ifbyphone provide the critical missing piece to your marketing analytics puzzle. While competitors try to outmaneuver you using inaccurate and incomplete SEO and PPC data, you can use call attribution data from Ifbyphone to see what keywords and PPC ad and landing page variations are driving calls, opportunities, and revenue. You can then drive more calls and revenue by optimizing PPC campaigns and bid strategies for the most lucrative keywords, while simultaneously cutting spend on search terms, ads, and landing pages that aren’t driving calls and sales.

What makes Ifbyphone innovative?
While several companies offer call tracking solutions, only Ifbyphone provides keyword-level call tracking plus a full suite of call routing, scoring, and management tools that work once the call comes in to help you optimize ROI from search:

  • Best-in-class reporting available any time: Real-time cloud-based reports gives you detailed insightful on calls you won’t find anywhere else, including call duration, caller’s geography, what web pages they viewed before calling, and more.
  • Integrates with the software you rely on: Include call tracking data in Google Analytics, Universal Analytics, Google AdWords, Salesforce CRM, and bid management tools like Kenshoo, Acquisio, and Marin Software.
  • Filter out bad calls: Send callers to a virtual receptionist first to weed out the ones that aren’t right for sales agents.
  • Score call quality: Use call scoring tools that measure conversation quality for you, record calls to prove value, and more.
  • Route calls optimally: Ifbyphone will automatically route calls based on factors you decide, such as time of day, what PPC campaign drove the call, and caller location. This last piece includes technology called geo-location that uses cell triangulation to route mobile callers to the closest store, office, or agent.
  • Manage call agent activity: Monitor and record call activity for the entire salesforce regardless of agent location, device, or phone system.

How does Ifbyphone make the local space better for advertisers and/or consumers?
Ifbyphone enables advertisers to truly understand how your search marketing generates calls and revenue, either for your own business or for your clients. That data can be used to prove your value to execs or clients and to improve PPC performance to generate better ROI. For consumers, instead of waiting on hold, Ifbyphone’s call scoring technology can provide them with helpful automated phone menus for things like business hours, store locations, or account information right away. It can also route their calls directly to their closest store right away, so they don’t waste time with annoying transfers.

What is next in local?
Calls are what’s now and what’s next. For local search and e-commerce, calls are everything, thanks to smartphones and the rise in mobile search volumes. Search marketers and SEM agencies need to provide callers with a first-class call experience, and that requires tools to handle what happens once calls come in, and that integrate call tracking data with the other marketing applications you rely on to analyze and improve performance. Ifbyphone is the only call tracking provider that has them.

To learn more about Ifbyphone register for the company’s upcoming webinar, visit the Ifbyphone website or email them at

SourceTrak™ Call Tracking Software From Ifbyphone from Ifbyphone on Vimeo.

SoMoConf Speaker Spotlight: Rick Bastian, Premium Digital Services Manager, Dex Media

Thursday, August 7, 2014

Today we caught up with Rick Bastian, premium digital services manager at Dex Media, to learn more about his upcoming panel at the Social + Mobile: Show Me the Money! conference August 20-21 in Chicago.

Rick Bastian, Premium Digital Services Manager, Dex Media

Rick has been with Dex Media for over nine years and held positions such as sales consultant, sales manager and Internet training manager.  In his current role, he acts as the subject matter expert for SEO, SEM, social, mobile, and web development.

Here is what he had to say about his session appropriately titled, “Show Me the Money,” which also features Stephen Gibbons of Entercom and Jason Holmes of Advocate Digital Media:

What are the key topics you’ll discuss during your session?
The trends in the social and mobile space today…i.e. the need for responsive design, how to promote your brand through social media and the do’s and don’ts of social posts.

What about your session are you most excited about?
Hearing the thoughts and ideas from the broadcast and newspaper folks that will also be featured on the panel.   I’m also excited to hear from the audience members on where they are finding opportunities with social and mobile.

Why is it important that attendees not miss your session?
The need to drive revenue from non-traditional sources is at an all-time high.  No other platforms in the digital space are as relevant and important as social and mobile are today.

What is the best part of working at Dex Media?
Working at Dex Media has allowed me the opportunity to work with a wide variety of SMB’s.  Also, the size and scale of our business provides us a unique position in the marketplace to have access to leading vendors and technology for our clients.

Click here to learn more about the SoMoConf event or register now!

LSA Member Innovation in Local: MapQuest

Wednesday, August 6, 2014

This week we hear from MapQuest, one of the leading mapping brands online, that reaches more than 43 million multi-platform users. MapQuest provides Internet, mobile and business solutions delivering on the promise of helping people dream, plan, share and go wherever the map meets their life. MapQuest’s mobile solutions are compatible with a variety of mobile devices, including iPhone, Android and Amazon devices.  MapQuest is a wholly owned subsidiary of AOL Inc. (NYSE: AOL) and is based in Denver, Colo.

We caught up with Andy McMahon, product director at MapQuest, to learn more:

What local problem(s) does MapQuest solve? How?
For nearly two decades, MapQuest has been helping people navigate their lives with maps, directions and recommendations on how to get from A to B, and the many places in between.  Though we’ve always been known for road trips and road travel, the majority of our 1 billion searches each month are for “local discovery” or within 50 miles of point of origin.  Since we know folks use us for local discovery, we focus on delivering the right information at the right time in the right way.

What makes MapQuest innovative?
It’s for our consumers that MapQuest started as an Internet company in 1996, following our legacy as cartographers going back to the ’60s.  To bring our maps online, we literally had to unplug the coffee maker and plug-in our server.  We’ve come a long way since then and these days we’re the No. 2 map provider across all devices, having launched both our re-imagined free navigation apps late last year and in April, we launched a new local interface that puts the map, canvas and details center stage.

We’ve also partnered with a myriad of organizations to expand and complete our functionalities.  From Yelp to Foursquare and to SeatGeek, we want folks to have the context, the information and the ability to transact when the time is right for them. And there’s quite a bit more in store from an innovation standpoint, so stay tuned.

How does MapQuest make the local space better for advertisers and/or consumers?
We work very hard to key in on meaningful data — the kind of data that helps us create the best advertising solutions for buyers and address pain points for our consumers.  Additionally, our enterprise customers appreciate our geo-codes that help them deliver hot pizzas to hungry consumers and get contractors through their daily itineraries.

Local discovery is certainly about knowing your options and having the information that helps you select the best one for you, but we feel our job is to empower users to make better decisions based on a more relevant preference.  To help with those #everydayvictories.

What is next in local?
We’re currently working on creating a new search experience that encompasses more relevancy factors while also learning from user behavior.  Local Search needs to be a lot more flexible and handle different platforms in different ways – a mobile user is different from a desktop user, even when that user is the same person.

At MapQuest we aggregate local information from a variety of sources and are always looking for more partners who have high quality and valuable local data.  Understanding where people are going, be it via a mobile device or even a printed map, is something we’re able to use to make the overall experience in local more valuable.

For more visit or contact Andy at

Call Tracking for Local Search: What Every Marketer Should Know

Wednesday, August 6, 2014

Please join LSA and Ifbyphone for an exclusive webinar presentation next Thursday, August 14 from 2 pm – 3 pm ET.

During this webinar search experts from Ifbyphone will explain how marketers and agencies are using call tracking technology to optimize ROI from paid search. They will share which PPC ads, search keywords, and landing pages generate calls and sales – and which don’t and will explain how to filter out bad calls and route good ones to the closest store, office, or agent to maximize sales. In addition, they will show how to significantly improve marketing ROI from search by tracking, scoring, routing and managing calls in the same way as web conversions.

Ifbyphone provides the leading voice-based marketing automation (VBMA) platform that businesses and marketing agencies rely on to connect, measure and optimize sales calls. Built specifically for marketing and sales, Ifbyphone’s cloud-based solution helps companies of all sizes optimize marketing spend across all channels, generate and convert more high-quality leads and acquire more business over the phone.

Spots are limited so reserve your seat today!

SoMoConf Speaker Spotlight: Jon Silverman, Sr. Account Executive, Platform Sales, xAd

Monday, August 4, 2014

Today’s Social + Mobile: Show Me the Money! speaker spotlight features Jon Silverman, senior account executive, platform sales at xAd.  Jon and the rest of the team at xAd help brands harness the power of accurate location data in order to produce measurable results from mobile advertising.

Jon Silverman, Sr. Account Executive, Platform Sales, xAd

Prior to joining xAd about a year ago, Jon was a director of national sales for Digital First Media which reaches 64 million Americans each month across 14 states through 800 multi-platform products like the Denver Post and San Jose Mercury News.  In addition, Jon worked as an advertising sales executive at The Economist and was a managing director at Mediaplanet in New York.

We asked Jon a few questions about his upcoming SoMoConf session, and here is what he had to say:

What are the key topics you’ll discuss during your session?
I hope to discuss what has worked really well for local traditional media companies who are using mobile to ensure their clients are seeing increased business both in terms of foot traffic, and calls.

What about your session are you most excited about?
I am excited about all the work that Cox and xAd have already done, as well as xAd’s own success in selling mobile.  It’s a big turning point for traditional media companies as circs drop, TV share of voice getting creeped on by Tablet/Smartphone, etc…so it’s a very interesting time to include mobile in the toolbox of the traditional media outlets.

Why is it important that attendees not miss your session?
Everyone is asking about mobile.  There’s a TON of great info as well as misinformation out there, and if anyone misses this session, they might not be in a position to talk about mobile’s success when combined with traditional media.

What excites you most about mobile advertising?
The connections.  A lot of people get freaked out by the targeting capabilities we have, but once they understand them, it’s a great feeling for me.  The fact that we can glean insight into what people are searching for, and then target based on this connects consumers and business more efficiently and successfully.

Click here to learn more about the SoMoConf event or register now!

LSA Member Innovation in Local: Acquisio

Wednesday, July 30, 2014

This week we hear from Acquisio, a high-powered ad management technology that enables digital and local search marketers to optimize their search campaigns and report on social, mobile and display initiatives, all in one easy-to-use dashboard. With more than 90 Google Channel Partners and 500 agencies using the platform, Acquisio has allowed companies to automatically track, report on and manage a large number of local search accounts and ad campaigns.

We caught up with Marie Lossowski, marketing program manager at Acquisio, to learn more:

What local problems does Acquisio solve? How?
1. We help small businesses maximize their limited budgets.
Budget management is a big problem. A lot of companies struggle with spending a client’s entire budget without going over. With so many small accounts, local search agencies often pause campaigns before the month is over because they are afraid of overspending. That means their clients get less clicks and calls and end up disappointed and churn.

With our automated bid and budget management technology not only do we spend close to 100% of the budget, in local search we typically generate double the clicks. The reason for this is because our system updates every 30 minutes. The technology makes constant changes to ensure the campaign performs well and the budget is spent intelligently throughout the entire month, until the last few minutes of the contract, helping SMBs maximize their ad spend.

2. We save local search agencies time by automating their reporting.
When you’re a local search agency and have a large number of SMB customers you can’t afford to spend time preparing client reports. So we came up with a solution that creates a template for local search agencies to use each month. The reports are compelling and interactive, even allowing customers to listen to the calls that came in. Local businesses get great reports and agencies save time – it’s a win, win.

3. We help prove campaign value and provide actionable data to our local clients.
One way we provide valuable insights is with clear reports and filter tools that help easily identify opportunities to improve campaign performance, and another more localized solution we provide agencies with is call tracking.

Our platform integrates a large number of call tracking services from around the world and these integrations allow our clients to see which local ads and keywords are doing well based on the number of calls generated and the quality of those calls (which can be evaluated through call recordings). Then agencies can use our technology to act on the data collected and improve campaign performance.

What makes Acquisio innovative?
We create technology solutions that solve real world problems without requiring a lot of historical data to make decisions. We provide our clients with solutions that generate results from day one and that is something no one else is doing.

Our real time approach to bid and budget management is also unique – we are the only business in the industry that offers anything like it. And so far the results have been great, with automated campaign adjustments every half hour companies are seeing more campaign clicks and lower CPC.

How does Acquisio make the local space better for advertisers and/or consumers?
We help local agencies automate and optimize their local search efforts, and the agencies help local businesses improve campaign results. That means when we deliver more value, optimize local accounts, and effectively spend ad money better than anyone else in the search industry, everyone in the local space is happy.

What is next in local?
Mobile is a huge issue and it starts with mobile landing pages. Figuring out how to build mobile landing pages for SMBs and driving conversions and calls through mobile is key. It should be high on the priority list for anyone involved in local. Local companies also need to learn how to effectively take advantage of display opportunities, that’s one of the next areas for innovation.

For more info, check out the video below, visit or call them toll free at 1-866-493-9070.