Posts Tagged ‘mobile’

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!

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!

Top 5 Local Ad Stats of the Week: Paid Search Advertising

Friday, August 1, 2014

When it comes to reaching consumers, paid search ads offer a great way for local businesses to target based on location. For this reason, this type of ad pulls in tons of ad dollars around the world.  According to a study by ZenithOptimedia, global paid search spending is expected to reach $55.7B this year.

In addition to targeting based on location, marketers sing the praise of paid search ads because they allow control over everything from keyword triggers to the time of day the ads appear in search results.  Best of all, the most common form of paid search ad runs on a pay per click (PPC) model, meaning advertisers only pay when someone clicks on their ad.

Here are some stats that give a glimpse into the current state of the paid search ecosystem:

  • Google accounts for 84% of the world’s paid search market share. (Covario)
  • 85% of retailers said search marketing (including paid and SEO) was the most effective customer acquisition tactic. (Shop.org/Forrester Research)
  • Computers (desktops, laptops, etc.) captured 72% of total paid search clicks in Q4 2013, with phones pulling in 17% and tablets accounting for 11% of total clicks during the quarter. (Kenshoo)
  • Mobile devices will account for 50% of all paid search clicks globally by December 2015. (Marin Software)
  • Five of the top personal luxury companies spent nearly $22 million on Google AdWords desktop and tablet text ads across their brands in 2013. (AdGooroo)

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

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 www.acquisio.com or call them toll free at 1-866-493-9070.

Highlights from 2014 Ad to Action Awards Webinar Series

Tuesday, July 29, 2014

During our webinar series last week, we heard from all of our 2014 Ad to Action Award winners on the functionality, benefits, targeting and ROI associated with each of their products or solutions.

The Ad to Action Awards recognized innovations in local advertising and marketing within eight submission categories that demonstrated the greatest potential for driving consumer actions. We received 60 outstanding solutions that were evaluated by a diverse panel of 14 notable experts, analysts, media and practitioners from across the local advertising industry.

Learn more about our winners below:

Mobile: GeoCookie by Thinknear


Social Media: Likes for Lives by Search Influence


Vertical Specific: Weather Triggered Demand Generation by SMG Local Spectrum


Video: TargetView by Sightly


Deals/Loyalty/Ecommerce: MyTime


Implementation: AdMax® Local by The Search Agency


Print: Platform Agnostic Dynamic Location Based Media Planning by SMG Local Spectrum


Business Listings: Local Listing Manager™ by Rio SEO

LSA Member Innovation in Local: MatchCraft

Wednesday, July 23, 2014

This week we hear from MatchCraft, a search marketing technology company that supports publishers and local advertising companies around the globe. The company’s AdVantage platform is a fully automated SEM solution that delivers campaign results with little to no human intervention and works to drive ROI for campaigns of any size - including micro-budgets of $100 (or less) per month. MatchCraft has been around since 1998 and operates in 21 countries and 14 languages. 

We caught up with Jill Hammond, vice president of marketing at MatchCraft, to learn more:

What local problem(s) does MatchCraft solve? How?
We all love the thrill of managing large media spends but we find the biggest challenge most SEM technology providers face is how to get great results for low-budget search campaigns. Many of the merchants our clients work with are spending $2000, $500, even $100 per month; with budgets at that level there’s not a lot of room for the publisher to dedicate campaign management resources to tasks like customized campaign setup or ongoing optimization.

At MatchCraft, we’ve created a fully automated solution that delivers excellent campaign results with little to no human intervention. Once the campaigns are up and running, AdVantage adjusts bids hourly, which means more high-quality clicks at lower cost.

What makes MatchCraft innovative?
We’ve been a small, nimble team for more than 15 years. The search marketing landscape has shifted hundreds of times during MatchCraft’s existence, and we’ve shifted with it, building products and platforms that meet the needs of our specific customer base and the merchants they service.

We’re innovative because not only do we provide our customers with reliable, high performance products, we are also committed to ensuring those products are easy to sell.  We empower their sales teams with the training and materials, online and in person, needed to garner greater market share. MatchCraft delivers great results to our clients because everything we do is built around our customers’ needs and wants.

How does MatchCraft make the local space better for advertisers and/or consumers?
Businesses mostly want the same thing from search marketing: more customers. MatchCraft’s technology delivers advertisers not only more potential customers but better qualified potential customers. Because our campaigns are so highly targeted by both location and content, the people who end up clicking on the ads are more likely to be the right people. And higher conversion means higher ROI, happy merchants and better retention rates for our clients.

Consumers also win when search campaigns match the right businesses with the right searches. Whether you’re looking for a plumber or a dentist or a used car, relevant results mean you’re getting the information you want at the exact moment when you’re looking for it. That’s what a good online search experience is all about.

What is next in local?
Two things, and they’re related. The first is clearly mobile. As users continue to shift their searches to their smartphones, we need to focus on helping merchants increase their presence in mobile search results. It’s essential that mobile ads incorporate click-to-call and other immediate contact options so users who are on the go can actually reach the business they’re interested in buying from.

The second thing all the companies in our space are working on is conversion attribution – all the way through to the sale. That’s easy for ecommerce companies, but historically it’s been really hard for local businesses to connect online search advertising with customers who walk in their front door and make purchases. Mobile is the key bridge, and we’re working hard to help our customers connect the dots from search to click to call to conversion.

For more info, check out the video below, contact Jill directly at jill@matchcraft.com or visit www.matchcraft.com

MathCraft’s AdVantage SEM Platform from MatchCraft on Vimeo.

Upcoming Webinars to Highlight Ad to Action Award Winners

Monday, July 14, 2014

We are excited to announce that next week we will be holding two webinars featuring all of our Ad to Action Award winners.  Representatives from each winning company will give attendees deeper looks into the functionality, benefits, targeting and ROI benefits associated with their product or solution.

Join us to learn more about these innovative offerings:

Part 1: Tuesday, July 22 at 2pm EDT

  • Business Listings: Local Listing Manager™ by Rio SEO
  • Implementation: AdMax® Local by The Search Agency
  • Video: TargetView by Sightly
  • Social Media: Likes for Lives by Search Influence

Part 2: Thursday, July 24 at 2pm EDT

  • Print: Platform Agnostic Dynamic Location Based Media Planning by SMG Local Spectrum
  • Mobile: GeoCookie by Thinknear
  • Deals/Loyalty/Ecommerce: MyTime
  • Vertical Specific: Weather Triggered Demand Generation by SMG Local Spectrum

The Ad to Action Awards recognized solutions within eight submission categories that demonstrated the greatest potential for driving local business sales and providing memorable experiences to consumers at the end of their purchasing decision track. We received 60 outstanding solutions that were evaluated by a diverse panel of 14 notable experts, analysts, media and practitioners from across the local advertising industry.

We hope you’ll join us!

LSA Member Innovation in Local: Google

Wednesday, July 9, 2014

This week we caught up with Oliver Vidinovski, strategic partner manager of premier partnerships channel sales North America at Google, to learn more about Google’s SMB Channel Sales Partner Program: 

What local problem(s) does Google solve? How?
Local business is a big part of the Google Channel Sales team. With 63% of SMBs in the market not having a website, it’s critical to assist local businesses in becoming digitally engaged. We do this through our partner network, lovingly known as the Google SMB Channel Sales Partner Program.

“The Channel Sales Partner program represents a strategic alliance between Google and a number of hand-picked top-tier companies & organisations who market, sell, and service Google’s digital advertising products to SMBs, enabling them to diversify and expand their revenue base.”

What makes Google innovative?
Our mission is to organize the world’s information and make it universally accessible and useful. We provide solutions to our advertisers across mobile, search, video and display to help them with their advertising goals and help them get found across Google’s properties.

How does Google make the local space better for advertisers and/or consumers?
Through Google’s Partner Program, local businesses have access to our partners who are trusted digital media advisors that help these businesses become digitally engaged.

What is next in local?
Google is a mobile first company. The next wave of exposure is across mobile and multiple devices. Being present in the NOW (or what we call the “Zero Moment of Truth”) is paramount to the success of local business and their advertising. Here are a few infographics that highlight this changing landscape:

To learn more check out Google’s Mobile Playbook and for more info on Google’s SMB Channel Sales Partner Program, you can contact Oliver at ovidinovski@google.com.

SoMoConf to Provide Local Media with Latest on Social and Mobile Opportunities

Wednesday, July 9, 2014

As digital advertising spend continues to chip away at traditional media spend, many local media organizations are looking for new sources of revenue and ways to serve their clients. Social and mobile solutions provide these organizations with a variety of new opportunities to expand their product line and help SMBs attract new customers.

We are excited to partner with Borrell Associates and the Local Media Association for the upcoming “Social + Mobile: Show Me the Money!” conference, taking place August 20th-21st in Chicago.

At this year’s event, we’ll hear from the heaviest hitters in social and mobile, digital agencies and clients on the best ways to make money from these platforms.  The event also promises superb networking by bringing together professionals from three leading local media organizations, along with a variety of receptions and other ways to get to know one another.

Notable speakers will include:

  • Ted Zagat, Ads, Facebook
  • Lutz Finger, Director Data Science & Data Engineering, LinkedIn
  • Joel Meek, Head of Partner Online Sales & Operations, Pinterest
  • PJ MacGregor, Brand Development Lead, Instagram
  • Greg Stuart, Global CEO, Mobile Marketing Association
  • Luke Edson, VP of National Markets, YP
  • And many more…

So if you work for a local media organization and you want to learn what your colleagues are doing to grow digital revenues, SoMoConf is for you. You’re bound to make some new connections and leave with fresh ideas on how to drive sales.  Click here to learn more.

SoMoConf Speakers to Uncover the ROI in Social Media Advertising

Wednesday, July 2, 2014

Not every ad works. Despite the tremendous adoption of social media, ads on these platforms aren’t guaranteed to drive engagement. Fortunately, at this year’s Social + Mobile: Show Me the Money! event,  we are bringing together speakers that will share best practices and success stories on ways to sell, monetize and drive advertiser results on social media.

Among the attendees will be representatives from the world’s largest social media networks including Facebook, Pinterest, Instagram and LinkedIn.  These reps will highlight their current advertising offerings and offer counsel on how to get the most out of their platforms.

We are excited to once again partner with Borrell Associates and the Local Media Association for this event, which is scheduled for August 20-21 in Chicago. Check out this video with messages from each of our organizations about what to expect:

As mentioned, we’ve booked some influential speakers who include:

  • Ted Zagat, Ads, Facebook
  • Lutz Finger, Director Data Science & Data Engineering, LinkedIn
  • Joel Meek, Head of Partner Online Sales & Operations, Pinterest
  • PJ MacGregor, Brand Development Lead, Instagram
  • Greg Stuart, Global CEO, Mobile Marketing Association
  • And many more…

We are less than 2 months away and look forward to seeing you there.  Register here or for more information, click here.