Posts Tagged ‘comScore’

Top 10 Reasons to Attend LSA|14 in Huntington Beach

Thursday, April 17, 2014

The 2014 Local Search Association Conference kicks off in just 10 days!  Here are the top 10 reasons you won’t not want to miss the premier local advertising and marketing event of the year:

10. Idea Labs: These intimate focus groups taking place on Sunday, April 27 will dive into a variety of topics impacting the local space.  With six sessions scheduled, there is sure to be something that piques your interest.

9. Expo Hall: With 25 companies participating and counting, the Expo Hall will feature an array of interesting companies on display just outside of the Grand Ballroom where the General Session will take place.

8. Hyatt Regency Resort & Spa: Dubbed Surf City USA, Huntington Beach is a mecca of all things surfing. Don’t forget to take in a beautiful sunset as well!

7. Yacht Cruise and “Landlubbers” Party: Whether you’re at sea or on land, these parties are sure to be great opportunities to relax, catch up and make some new connections with leaders and decision makers in the local space.

6.  Increased Value, Lower Price: LSA|14 provides quality, top-level speakers, productive networking opportunities and the powerful insights that you have come to expect from our annual event – available for an average savings of $700 compared to last year’s admission.

5. Influential Speakers: In addition to Apple Co-Founder Steve Wozniak, we have nearly 50 influential speakers booked from companies including Google, comScore, YP, Bing, LivingSocial, xAd, JiWire, Retale and Wanderful Media.

4. Attendee List: Just last week, 54 high-ranking local pros registered for LSA|14. At that rate, we expect to be well over 400 attendees for this year’s event!

3. Ad to Action Awards: We received 60 strong entries across eight categories for our new awards program. You won’t want to miss learning about how these innovative local advertising solutions are driving consumer actions, including calls, clicks and store visits.

2. Apple Co-Founder Steve Wozniak: Innovator and Silicon Valley icon “The Woz” will discuss the intersection of future technologies, his favorite new products and his predictions for mobile and wearable devices.

1. Last Mile Advertising: With this new way to talk about “local,” we will bring clarity, definition and understanding to our space.  Come see how your organization fits into the ecosystem, and stake your claim in the Last Mile!

Time is running out! Register today and we will see you soon in SoCal!

Day 3 at LSA|14 Features The Woz, Ad to Action Awards, comScore and More!

Tuesday, April 15, 2014

After the Idea Labs and networking on Day 1, and the great sessions planned for Day 2, there is a lot to look forward to on the third and final day of the 2014 Local Search Association Conference. You won’t want to miss all the great speaker and panel sessions planned, as well as the inaugural Ad to Action Awards ceremony. Here are the planned highlights for April 29th:

Steve Wozniak, Co-Founder, Apple
“The Woz” is a Silicon Valley icon who knows a thing or two about innovation. He will discuss the intersection of future technologies, his favorite new products and his predictions for mobile and wearable devices. In addition, the Woz will highlight the local marketing opportunities resulting from these new technologies for both national brands and SMBs.  His session alone will be worth to trip to Huntington Beach!

Gian Fulgoni, Executive Chairman/Co-Founder, comScore
The rapid adoption and use of mobile devices is changing the face of digital marketing. Consider for example that more than 50% of time spent on the Internet now occurs via mobile access. In this presentation, Gian Fulgoni will review the latest statistics showing how consumers are conducting local search today, with a particular focus on the use of mobile devices and the implications for marketers and publishers.

Ad to Action Awards Ceremony
We recently announced the finalists for our first ever Ad to Action Awards. During the awards ceremony, join us for drinks, food and networking as we celebrate innovation in local advertising.  We will be showing a video highlighting each winner and featuring interviews with our judging panel on why they chose each solution.

Other Noteworthy Sessions

  • “Local’s Coming Data Revolution” (Retailigence, Placemeter, Placed)
  • “Emerging Start-Up Tech in the Local Media Space” (Google)
  • “From Traditional Yellow Pages to the Consumers’ Online Arena” (Zap Group Ltd.)
  • “Redefining the Experience of Buying and Selling at the Local Level” (Solfo, Saatchi Art)
  • “Utilizing Local Media Data for Sales and Marketing Efforts” (Burke)
  • “Back to the Future” (Solfo, BuzzBoard, Opus Research)

For more details, see our full agenda page. And if you haven’t already done so, register now for LSA|14!

Top 5 Local Ad Stats of the Week: Online Video

Friday, March 14, 2014

This week we focus on the growing online video advertising space and its impact on consumers. As more and more consumers shift from watching live TV to streaming online video, there is a tremendous opportunity for marketers to build awareness and engagement with the growing online outlet.

Here are some compelling stats that show how online video is impacting the advertising space:

  • About 190 million Americans watch more than 52 billion online videos and more than 35 billion video ads each month. (comScore)
  • 91% of agencies and 86% of brands anticipate an increase in video spending in 2014. (
  • 73% of consumers are more likely to make a purchase after watching videos explaining a product or service. (Animoto)
  • Online video ads will attract $5.72 billion in 2014. (eMarketer)
  • Online video ads have higher impact than TV ads. (IAB/Nielsen)

Be sure to check back next week for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!

Answers to FAQs about LSA|14 in Huntington Beach

Friday, March 14, 2014

When it comes to local advertising and marketing we are still hearing a lot of confusion around what “local” actually means. Is it simply reaching audiences based on location or is it more than that? Well, we have some thoughts on the topic and will be revealing our perspective and the research that backs it up at the 2014 Local Search Association Conference in Huntington Beach, Calif., April 27-29.

But before that, here are answers to some FAQs about LSA|14 that are just teasers to the rich agenda we have planned:

What is the focus of the event?
Simply put, innovation and local. We plan on kicking off the conference by defining “local” and showing you what it looks like today. From there, each session will hit on established practices and innovative ways to drive local consumer actions and ROI. In addition, our Ad to Action Awards will highlight some of the most innovative local ad solutions across eight different categories.

Any big names speaking?
Is Apple Co-Founder Steve Wozniak big enough for you? But the list of great speakers doesn’t begin and end there. We have about 50 influential speakers booked for LSA|14 from companies like Google, comScore, YP, Bing, xAd, JiWire, Retale, Wanderful Media and many more.

Where is the event?
The Hyatt Regency Resort & Spa in Huntington Beach, Calif.  Bike along the coast, hit the links, learn to surf or just watch the sun set over the Pacific. It’s a beautiful place with plenty to do.

What kind of networking opportunities are there?
The entire LSA|14 event is extremely conducive to making new connections and catching up with old ones. With five networking events, the Expo Hall and lots of networking breaks during the day, you’ll get plenty of chances to meet decision makers within the local ad space.

Are there any speaking opportunities?
While our agenda is almost complete, we are offering sponsored speaking opportunities that we are calling, “Company Spotlights.” This is a great opportunity for those of you looking to introduce or remind the local space of your organization or new solution. You’ll get five minutes of the crowd’s undivided attention on the main stage which is plenty of time to make a splash!

Click here for more information on the LSA|14 conference.

Top 5 Local Ad Stats of the Week: Location

Friday, March 7, 2014

This week we focus on the foundation for all local searches: location.  From a consumer’s willingness to share his or her current location with companies to searching on a map, location is the foundation of what makes a search local.

Studies show location-based searches make up a significant piece of the entire search pie.  Based on data from a May 2013 comScore study, about 2.7 billion Google search queries in the US carried a local intent.

Here are some compelling stats that show how location impacts the local advertising space:

  • 20% of searches on Google are related to location. (Google)
  • 74% of adult smartphone owners ages 18 and older say they use their phone to get directions or other information based on their current location. (Pew)
  • Google Maps is the dominant app used for local-mobile search. (comScore, Neustar/Localeze and 15 Miles)
  • 61% of consumers permit mobile apps to access their “current location” at least some of the time. (YP)
  • 47% of consumers said they are willing to share location to receive relevant offers or discount coupons. (mBlox/Millward Brown)

Be sure to check back next week for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!

LSA|14 Speaker Spotlight: Gian Fulgoni, comScore Co-Founder and Chairman

Monday, March 3, 2014

Gian Fulgoni, chairman and co-founder, comScore.

Today’s Speaker Spotlight features Gian Fulgoni, co-founder and chairman of comScore.  Gian will be a keynote speaker for the 2014 Local Search Association Conference in Huntington Beach, Calif., April 27-29, and we are really looking forward to his session.

Gian brings a wealth of insights from comScore’s massive research database and will provide some local data points that we can all learn from. After all, research can provide the edge that helps marketers avoid trends and follow ROI.

We got a chance to ask Gian a few questions about his upcoming session for LSA|14 and here is what he had to say:

What are the key topics you’ll discuss during your session?
I’ll be reviewing consumers’ path to purchase and how it’s being impacted by both digital and legacy marketing. Of particular importance is the role of mobile devices.

What about your session are you most excited about?
I’m fascinated by marketing insights that are gleaned from data and sharing that learning.

Why is it important that attendees not miss your session?
While digital is changing marketing in fundamental ways, it’s important that we also understand “the truths that transcend change.” It’s all too easy to forget the lessons of the past in today’s rapidly-changing digital world and in my session I want to serve as a transition agent who bridges the digital and legacy worlds. You might call me “the keeper of the flame.”

For more on this year’s local advertising event of the year, visit

Top 5 Local Ad Stats of the Week: Mobile

Friday, February 14, 2014

Today we’re excited to launch a new weekly series in which we’ll highlight five compelling pieces of data and research about the fast-changing local advertising and marketing space.

This inaugural week we focus on mobile, where we’re seeing growing consumer usage and engagement when it comes to local activity and actions.

Here are just a few of the compelling stats that help put into perspective how consumers today are navigating local via their mobile devices:

  • The most popular post-click activity of 2013 was click-to-call. (xAd)
  • 77% of mobile searches occur at home or at work, while 17% take place on-the-go. (Google)
  • 81% of smartphone users rely on their mobile device for local shopping information. (Local Search Association/comScore)
  • 92% of consumers searching on mobile devices prefer browser search compatibility over mobile app availability. (DAC Group/Kantar)
  • $12 billion is the current value of U.S. online mobile sales to SMBs. (hibu)

Be sure to check back next week for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!

SoMoConf: comScore Provides Audience with Media Usage Stats, TV is Still King

Thursday, August 22, 2013

Gian Fulgoni, co-founder of comScore, started his session by talking about how the purchasing funnel has dramatically changed.  The traditional funnel was linear starting with awareness, then interest, then desire and ending with action.  Today the purchasing funnel is more like a flight map in that there are so many different places for consumers to learn about products or brands that the path becomes more disjointed.

Gian said that even though the path to purchase has been disrupted by digital technology, there is still a prominent role for traditional media.  A comScore study of advertisers showed that of 10 media choices, advertisers ranked newspapers as the second best tool for saving money, the fourth best for saving time and the fifth best for getting new ideas.  On the other hand, search engines were the number one choice for saving time and getting new ideas, but number three for saving money.

According to Gian, TV is still king despite the fear that digital technologies would minimize TV’s audience.  comScore’s research shows that hours spent on the internet is just one-third of the amount of time spent watching TV.

There was a ton of interesting insights that Gian shared about social and mobile media usage in the US.  Here are just a few key points:

  • $1 in every $10 of discretionary spending is spent on internet
  • Mobile commerce up 24% in second quarter 2013
  • 140 million smartphones which is 60% of all mobile phones
  • Currently, tablets are the fastest growing mobile device
  • 1.6 billion people on planet with smartphone
  • Time spent on internet in Feb. 2013 grew 370% on smartphones and 15% on desktop compared to Feb. 2010
  • Retail website usage in Feb. 2013 grew 104% compared to Feb. 2010
  • Coupon website usage in Feb. 2013 grew 530% compared to Feb. 2010
  • Time spent on map websites in Feb. 2013 grew 152% compared to Feb. 2012
  • Hours spent on the internet is one-third of the amount of time spent watching TV
  • Somewhere around 60% of internet access on mobile phone happens at home
  • 71% of Pinterest users are women
  • About 182 million people visit Facebook each month
  • Two-thirds of time spent on Facebook is coming from a mobile device
  • Exposure for brands is staggeringly better on Facebook’s newsfeed compared to fan pages

Gordon Borrell: Mobile – The New Path to Traditional Media

Friday, July 19, 2013

Gordon Borrell, CEO of Borrell Associates, is ranked in the top 2% among Gerson Lehrman Group’s 150,000 consultants worldwide and is quoted frequently in The Wall Street Journal, The New York Times, Ad Age, Forbes and other publications. He has appeared on CNN and other TV and radio programs discussing trends and forecasts for local media.

(This blog was originally posted today on Borrell Associates blog and is being republished with the author’s permission.)

Mobile marketing is big.  It’s so big it’s huge.  GINORMOUS, even.

That’s today’s relentless message.  And more or less, it’s wrong.

Gian Fulgoni, Chairman and Co-founder of comScore

The growth of mobile marketing may be occurring at a rapid clip, but more than 90% of businesses aren’t yet buying it.  And those who are, aren’t really spending that much.  Why?   Ask Gian Fulgoni, chairman and co-founder of comScore.

“When we looked at consumer (attitudes), mobile didn’t come up in the Top 10 tools that people listed in terms of things that helped them save money, save time or get new ideas of brands and products to buy,” Gian told me while prepping for his presentation Aug. 22 at the Social + Mobile: Show Me the Money! Conference in Chicago.  “I really thought it would, but it didn’t — yet.  Maybe it suggests that you’ve got to be somewhat careful in following the consumer’s path to new media.”

Saywhat?  Traditional and other digital media trumps mobile for saving money and saving time? That’s a radical thought.  But I think it’s spot-on, and Gian’s research offers a brilliant gem for those who are trying to incorporate mobile marketing into their media enterprises.  Traditional media is still quite powerful. After all, it commands 80% of all local marketing dollars. But in tandem with mobile media, it can be an even more powerful marketing tool for SMBs.

It’s not an either-or proposition.  That’s the big message.

In our overhyped world, research can provide the edge that helps media managers avoid the lemming-leap reaction of peers.  Gian’s observations from comScore’s massive research database provide terrific gems that we can all learn from. During our conversation, he kept tossing data grenades – like the fact that Pinterest is the fastest-growing independent site, ever, and that 80% of its users are females. What a perfect target audience for apparel, home furnishings or food.  I had never even considered that.

I’m looking forward to hearing Gian’s insights at the conference.  He opened our 2013 Local Online Advertising Conference in New York last March and blew the audience away with his insights on how interactive media, handled correctly, actually drove more usage of traditional media.  I have no doubt we’ll hear the same explosions during his presentation in Chicago.  Gian tends to light up the Twitter feed during any presentation he gives.  In this overhyped, confusing media world, his data grenades are sorely needed.

For information on the conference, click here.

SoMoConf to feature sessions with Google, Facebook, YP, comScore and More

Wednesday, July 17, 2013

When putting together the agenda for the upcoming Social + Mobile: Show Me the Money! conference with Borrell Associates and the Local Media Association, we wanted to focus on revenue generation.  We see some huge opportunities waiting for local media organizations to take advantage of, specifically with social and mobile outlets.  We were able to compile some of the biggest revenue case studies of pure plays, TV, radio, newspapers and directory publishers for you to learn from.  Here are just a few examples of the revenue generated from social or mobile campaigns:

  • $4 million in one market from text messaging (directory publisher)
  • $4+ million  in two markets  from social campaigns (radio stations)
  • $52,000 from a single Twitter campaign (third party provider)
  • $80 million budgeted by company for digital agency services (newspapers)

Not only are we excited about the case studies and content planned for the conference, but we have booked some great speakers from influential companies in the space.  Here is a list of the confirmed sessions so far:


  • Opportunities with Facebook (Facebook)
  • What those “20‐Somethings” Can Tell Us (Metroland Media Group)
  • How to Go to Market: Best Practices to Monetize Social & Mobile (Borrell)
  • Follow the Money: Where Are the Mobile and Social Spaces Headed? (Borrell)
  • Top 20 Success Stories to Monetize Social and Mobile (Schurz Communications)
  • Directory Publishers Leading the Way in Mobile (YP, Local Market Launch, Closeby, SuperMedia)


  • Google’s Approach to Mobile and Social (Google)
  • Google Wildfire – Another Hot Opportunity (Google)
  • Social Media: How to Scale It and Sell It Profitably (Hubbard Radio)
  • Top 10 Takeaways to Monetize Social and Mobile Tomorrow (Borrell)
  • Trends in Social and Mobile Media: Where It’s All Headed (comScore)
  • Mobile – Where’s the Money? (SpotXchange, Digital First Media, The Denver Post)
  • How One Twitter Keywords Campaign Resulted in $54,000 in Sales (Dream Local Digital)
  • Deliver on Social+Mobile by Choosing the Right Partners (Strawberry Fields Marketing Agency)
  • SMB’s Share Mobile+Social Strategies, Frustrations and Needs (American Marketing & Publishing)

For more info, check out the full agenda and don’t forget to register before July 31 in order to take advantage of the early bird rate ($100 off registration).  See you in Chicago!