Posts Tagged ‘mobile’

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 or visit

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

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.

Bing Study: Online Search Trends Vary By Device During Different Times of Day

Monday, June 30, 2014

Building rapport and gaining visibility within a community can be difficult for SMBs if they are not targeting through the right media at the right time. To ensure a successful message, it is important for SMBs to first understand who to target, and then also when to target them.

Bing recently released a study that tracked the time periods that consumers are most commonly browsing the Internet. According to the study, weekdays and weekends have distinct search patterns.

On weekdays, consumers are more likely to use a PC until 6 p.m., before switching to either a mobile phone or tablet through approximately 10 p.m. Given the typical workday times, this finding makes sense.

Source: Bing

On weekends, however, when the average consumer is not at their place of work, he or she uses the Internet more frequently, and the separation between the devices is much less substantial. On Saturday-Sunday, searches via desktops are consistently high from 9 a.m.-9 p.m. across PCs, mobile phones and tablets.

Source: Bing

Based on study findings, if an SMB’s weekday media campaign is chomping through PC budget in the early morning or mobile budget in the early afternoon, it is likely missing the prime times to reach consumers on those platforms. Aligning campaigns with the most popular search times on particular devices can lead to significantly greater visibility..

Whichever combination of platforms consumers use to access the Internet, reaching them is all a matter of timing. For a message to succeed, SMBs should gauge when their consumers are typically using each device. This can be a crucial factor in determining whether a campaign will be successful.

SoMoConf to Feature Instagram, Facebook, Google+, Pinterest and YP

Thursday, June 19, 2014

The top social media platforms – Instagram, Facebook, Google+ and Pinterest – have made impressive strides in their advertising offerings over the past year. So have the leading local directory providers such as YP. That’s why we’re very excited to hear the latest updates from these major players in the social and mobile space at Social + Mobile: Show Me the Money!, in Chicago, August 20-21.

Both social media and local search have become integral to many consumers’ daily lives. From advertising a local business on YP to posting a sponsored story on Facebook, these tools have the ability to attract the eyeballs of a massive number of consumers – making them great places to advertise.

Just take a look at the average monthly active users for each platform:

  • Facebook: 1.23 billion
  • Google+: 540 Million
  • Instagram: 150 million
  • YP: 75 million
  • Pinterest: 70 million

Come hear representatives of these companies discuss how they are working to make advertising on these channels easier and more effective. While at the event, we will also walk-through case-studies of social and mobile strategies that are driving results.

Check out the agenda to learn more. Through June 30, use the code “SocMob100″ while registering to receive $100 off the ticket price.

LSA Member Innovation in Local: Thinknear

Wednesday, June 18, 2014

Today, we hear from Thinknear, a location technology company and full-service mobile advertising network focused on delivering advertising campaigns for agencies, brands and consumers. Thinknear’s platform delivers the accuracy, scale and technology required to leverage mobile location data to power better consumer experiences. In mobile, precision matters, and as a division of Telenav, Thinknear leverages exclusive access to over 14 years of proprietary location data.

We caught up with Brett Kohn, director of marketing at Thinknear, to learn more about his company and what they are working on:

What local problem(s) does Thinknear solve? How?
Thinknear uses highly accurate location data to deliver mobile display ads that build awareness and engagement between mobile users and brands.  Location data has grown exponentially in recent years, but the availability of location data isn’t always a good thing.  Only around 34% of all location data in mobile is accurate to within 100 meters of the user’s true location.  Thinknear’s Location Score™ technology ensures that only the most accurate location data is used to target ads, which results in better mobile performance for national and local advertisers.

What makes Thinknear innovative?
As a division of Telenav, Thinknear has more location experience than any other mobile ad network.  We’ve used that experience and our Location Score™ platform to develop the GeoCookie, a location-driven technology that enables retargeting and behavioral targeting on mobile devices.

Thinknear has access to billions of location aware data points from mobile users every month. The GeoCookie focuses on identifying location context, categorizing location categories, and storing data in a usable format that can be accessed in real-time, which requires an incredible amount of scale and processing power.

The technology enables the following targeting strategies:

  • Mobile Retargeting:  In the online world, users are retargeted based on web sites they have visited in the past. But in mobile, the GeoCookie gives advertisers the ability to target users based on the physical locations they have visited in the past.
  • Behavioral Targeting:  Location can tell advertisers a lot about a specific consumer.  The GeoCookie can be used to build audience profiles based on desired user characteristics.  For example, advertisers wanting to reach Business Travelers can use the GeoCookie to segment users who have visited airports during the week, frequented downtown business districts, and have logged multiple visits to hotels.

How does Thinknear make the local space better for advertisers and/or consumers?
Brands want to engage with consumers, but only in relevant ways that create positive brand experiences.  Consumers want richer content and value from the advertisements that they do engage with.  Thinknear leverages highly accurate location data and our dynamic content platform to ensure that ads are targeted to the right consumers, and that the content delivered is locally relevant.  The result is a better user experience that ultimately drives better campaign performance.

What is next in local?
“Local” historically meant small-scale proximity based campaigns.  But now, technology is making everything local.  Targeting can be localized, content can be localized and even reporting and performance measurement can be localized.  Location gives advertisers rich information about the mobile user that can be used to create custom audiences, richer creative, and deeper engagement with consumers.  By serving ads that are only relevant to the true location and context of an audience, marketers are more effectively able to influence the path to purchase.

For more information, visit, email and follow them on Twitter @thinknear. Also, to see how location works in the mobile ecosystem, visit

LSA Member Innovation in Local:

Wednesday, June 11, 2014

Today, we are excited to introduce a new weekly column, “LSA Member Innovation in Local,” that will highlight the ways our member companies are contributing to the next generation of local advertising and marketing. With our more than 300 members in 30+ countries, we look forward to profiling the innovative and forward-thinking solutions our member companies are bringing to market.

For our first column, we hear from, a programmatic marketing platform for local media. enables local media publishers and networks to go beyond reselling generic audience targeting solutions and begin innovating by creating proprietary products that cannot be replicated by their competitors.

We caught up with Donny Dye, VP of strategic partnerships at, to learn more about his company and what they are working on:

What local problem(s) does solve? How?
Until, the efficiency and effectiveness of programmatic media buying was unavailable to local advertisers who typically have small budgets and hyper-targeted audiences. Unlike other programmatic marketing platforms that rely on pre-packaged audience segments, uses unstructured data which allows us to build custom, fluid audiences that meet the specific needs of the local advertiser as well as automate the optimization of high volumes of small campaigns.

What makes innovative?
We understand the unique needs of the local media reseller.  For many of the local media properties we work with, it’s really just a matter of introducing a superior solution for audience targeting, partnering with revenue owners to create unique products for their markets and then training and supporting the field sales teams. While our technology is programmatic, our approach is personal–that’s what really has made us an innovative player in this space.

How does make the local space better for advertisers and/or consumers? understands that your core products are the foundation of your property’s success. Our solutions complement those products–print, television, radio, OOH, direct mail or digital–to increase the revenue they bring to your organization, instead of cannibalizing that revenue. We respect the power of local advertising and the long-standing relationships our clients have with their advertisers. We’re supporting those relationships by creating even more shared value.

What is next in local?
We’re excited about last mile advertising–those campaigns that drive actions that translate into real-world business success for a local businesses. We recently integrated mobile and video real-time bidding exchanges into our already robust display RTB ecosystem. When we combine that with our ability to do hyperlocal geotargeting and instant recency targeting we can really help the local advertiser swing the doors, turn the tables and ring the register.

To learn more check out the deck below and if you have any questions can contact Donny at Visibile Data Visible Success from Local Search Association

Top Takeaways from Street Fight Summit West

Monday, June 9, 2014

I had a great time this past week at the Street Fight Summit West conference in San Francisco. In attendance were around 300+ advertising and technology professionals, representing publishers, digital agencies, brands, analysts, start-up tech companies, mobile and social media companies, listing management companies and everyone in-between.

It was a well-rounded event that provided interesting insights.  Here are my top takeaways:

  • As technology evolves – and mobile devices replace desktops as go-to devices – marketers will need to determine ways to leverage location-specific and other data points to personalize content for consumers throughout the purchasing process. The challenge will come in connecting very different types of data to develop more personalized recommendations for consumers.
  • According to Ted Zagat of Facebook, personalized ads deliver 65% better reach than standard online advertising. Despite this, attribution remains a challenge.
  • The technology isn’t there yet for robust datasets based on close proximity. However, it’s coming soon with LTE Direct and beacon technology.
  • The future of commerce lies at the intersection of the digital and physical marketplaces.
  • Approximately 50% of consumers consider mobile the most important resource in the purchase decision-making process. One-third of consumers use mobile exclusively when making purchasing decisions. (xAd/Telmetrics)
  • Two years ago, mobile didn’t account for any of Facebook’s revenue. Today, mobile is 59% of Facebook’s revenue. In fact, Facebook and Instagram now equal 22% of total mobile ad spend.
  • Reputation = brand awareness for the SMB.
  • Recommendations have much better margins than discounts. One-third of Amazon’s business comes from recommendations.
  • “Clicks don’t matter”. According to Facebook, there is no correlation between clicks and offline sales. Impressions are more attributable to offline activity.
  • Prediction: $1.4 trillion of physical in-store sales is influenced by digital.
  • Mobile applications are becoming more focused. Apps that can do one task really well tend to perform better than apps that try to do too many things. For instance, Foursquare is staying ahead of the curve by splitting up into Swarm (check-ins and social) and Foursquare (discovery).
  • Prediction: One day, the majority of consumers will begin to feel comfortable with sharing data.
  • In-store messaging needs to sound like a friend or consultant is communicating with the consumer instead of a marketer.

As you can see, there was some great discussions taking place at the conference. I want to thank Street Fight for putting on a tremendous event!