Posts Tagged ‘xAD’

Day 2 at LSA|14 features speakers from Bing, Google, JiWire, PlaceIQ and more!

Tuesday, April 8, 2014

You saw the exciting activities, events and Idea Labs set for Day 1 of our 3-day jam-packed event, April 27-29 in SoCal.  Now let’s take a look at some of the highlights for Day 2 of LSA|14:

Main Stage Sessions

  • Kristen Coit, Head of Directories and Web Hosting (Google)
  • The Cross-Screen Opportunity (Mobile Media Summit, Digitaria)
  • Making it Easy for Small Businesses (Bing)
  • Measuring Real World Results from Mobile Ads (xAd, JiWire, PlaceIQ, YP)
  • National Advertiser Perspective (VCA Animal Hospital)
  • How Digital Offers & Couponing Help Customers Find Locations (Street Fight, Retale, Wanderful Media)
  • Global Leadership Panel (YP, Sensis, Zap Group, Trudon Ltd., Radicle Consulting)

For a list of all the sessions and descriptions of each, visit the Agenda Page.

New Member/Partner Member Yacht Cruise (invitation only)
This exclusive networking event will take place on board the Ambassador yacht for a few hours of cruising the coast.  Sponsored by Thrive Analytics and Local Market Launch, this will be a great way to make new connections while taking in the beautiful scenery of Southern California.

Findability: Discovery and the Real Value of Content in Local Search
While enjoying breakfast, hear about the differences between consumers looking for a specific branded product, service or provider versus consumers looking without a product, service or provider in mind. The latter is how the vast majority of searches take place and represents a true growth opportunity in local search online and also the vast majority of the searches taking place. Local Market Launch will explore what content is important, how to produce it, who in or outside the organization should produce it and where it should be distributed to address this market opportunity.

For more details, visit our Agenda Page – and if you haven’t already done so, register now for LSA|14!

From 60 to 16: Announcing Our Ad to Action Awards Finalists

Monday, April 7, 2014

In order to support and encourage innovation in Last Mile Advertising, last December we launched the Ad to Action Awards, a competition designed to bring forward the most creative and effective new local advertising products that drive calls, clicks and store visits for local businesses.

By the end of our submission period in February, we had received 60 outstanding entries across our eight awards categories. Just last week, our judging panel – which included a diverse and notable group of industry experts, analysts, media and practitioners – completed their evaluation of these great innovations.

Today I’m pleased to announce our Ad to Action Awards finalists. The awards winners will be announced at our 2014 Local Search Association Conference in Huntington Beach, Calif. on April 28. Following the announcement ceremony, our awards winners will be treated to a private lunch with our featured speaker Steve Wozniak. In the weeks and months following, they will receive our industry’s support in successfully going-to-market.

So without further adieu, here are our finalists:

Business Listings  

  • Local Listing Manager™ by Rio SEO: “Rio SEO’s Local Listing Manager software is the only available solution that can deliver unlimited optimized local business data via bulk feed or API to all the major search engines and data aggregators, including Google+ Local, Yahoo Local, Bing Maps, Infogroup® Expressupdate, Neustar® Localeze®, Acxiom™, Factual™, Yext, Yelp, Facebook, FourSquare, TomTom, MapQuest, Niche Social Networks, and other online local data aggregators.”
  • TruPoint Synchronization Technology by Local Market Launch: “TruPoint Synchronization Technology is a scalable dashboard solution that enables a business to create, maintain and monitor digital presence across the local search ecosystem and includes complete digital syndication of enhanced data to the top data aggregators providing access to 400+ channels.”


  • GeoCookie by Thinknear: “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.”
  • SmartFencing Technology by xAd: “SmartFence technology utilizes xAd’s proprietary 1st party search data, along with SmartLocation verified accurate mobile app inventory, to dynamically shift mobile ad impressions to the most relevant, real-time locations.”

Social Media

  • Likes for Lives by Search Influence: “The ‘Likes for Lives’ program is a Facebook fan building initiative that encourages targeted audiences to ‘like’ your Facebook page in exchange for a donation to a choice of non-profit organization benefiting breast cancer awareness/research.”
  • Support Local: “SupportLocal is applying the social graph to the oldest and greatest factor in making life’s daily decisions – word of mouth – by enabling people to give and get local business recommendations from the people they know and trust.”


  • Platform Agnostic Dynamic Location Based Media Planning by SMG Local Spectrum: “SMG’s dynamic tool generates ranking reports that help determine the best directories to advertise in based on client’s KPI, new and existing locations, rural vs urban, budgets, proprietary zip code level data, and custom publisher negotiated discounts.”
  • Community Magazines by hibu: “This 32-page magazine (16 pages of local articles / 16 pages of ads) targets individual communities and provides hyper-local content and information specific to each market.”

Vertical Specific

  • Weather Triggered Demand Generation by SMG Local Spectrum: “This solution leverages real-time weather event triggers such as cold temperatures and natural disasters to serve relevant hyper-local messaging via online ad formats.”
  • Lead StreamTM by Marquette Group: “Lead StreamTM for Insurance offers three packages that cover a range of offers including listing management, social, online directories, reputation management, local paid search, microsites and display.”


  • TargetView by Sightly: “Target View dynamically generates hundreds of scalable, affordable, localized video ads for all locations in a brand’s network, using clients’ existing creative or assets from our library and stock sources.”
  • StudioNow: “StudioNow is a global marketplace matching enterprises with video content creators through a powerful web-based platform that helps all types of businesses produce affordable, custom video that’s hyper-local, high quality and scaled to their needs.”


  • MyTime: “The MyTime website or mobile app allows users to find a business, check availability, read reviews, and book appointments in seconds. With over 90 categories of services and 2 million businesses, MyTime is targeted to appointment-based businesses with fixed prices.”
  • Dynamic Hyper Local Leads Bundle by YP: “The hyper-local bundle was the first combined offering of the latest Mobile Advertising Targeting, Internet Yellow Pages with OLA Category Sponsorship targeting, with simple flat rate priced Print YP coverage, and advertising performance measurement for the industry.”


  • AdMax® Local by The Search Agency: “AdMax® Local is a fully automated search engine marketing solution that enables small businesses to benefit from high quality and profitable local search campaigns by producing, managing and reporting on hyper-local, optimally structured, highly relevant and performance-focused SEM (AdWords, AdCenter) campaigns.”
  • Call Conversion Optimization™ by Kenshoo: “Through integrations with leading call tracking providers and a proprietary matching algorithm, Call Conversion Optimization™ is able to track calls at the paid search ad placement level and automatically adjust keyword bids to increase performance based on metrics like call length and quality.”

Interested in finding out who will win this year’s inaugural competition? Join us at LSA|14 in Huntington Beach, Calif., April 27-29, when we announce the winners. Register today!

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: 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!

LSA’s Inaugural “Think Tank” Event in NYC Brings Together Industry Leaders

Wednesday, January 29, 2014

Earlier this month, the Local Search Association held our first-ever “Think Tank” event in New York City. The gathering, which was the first in what will be an ongoing series in major U.S. media markets, is part of our new effort to bring together local advertising leaders on a more frequent basis to discuss new ideas and trends in our industry, as well as foster deeper relationships between partners and competitors alike.

Our communications manager, Joe Morsello, and I were pleased to host executives from notable companies including Google, YP, Yelp, xAd, UBL, Kenshoo, LocalVox Media, MPayMe, MRY and IAB for an informal reception and dinner at The Lion restaurant in the city’s Greenwich Village. 

The evening, which began with brief introductions, was followed by discussions by attendees about current and future opportunities in our industry. 

While our conversations spanned numerous topics, below are several insights that grabbed our attention:

  • While location is the start of local advertising, there are countless other considerations to explore. The group discussed how the next phase of targeting will use data that shows consumer behavior and preference.
  • Word of mouth continues to be critical in local. Word of mouth is still one of the strongest influences for consumers on where to spend money locally. Local SMBs need help determining how to increase word of mouth with their marketing programs.
  • Display ads – like TV commercials – lead to consumer actions outside of clicks alone. Display ads lead to online searches, phone calls, and store visits, among other actions. The challenge we all face is how to successfully measure those actions.
  • Mobile usage isn’t confined to people on-the-go. In fact, a large share of mobile usage takes place within the home.
  • Consumers are hungry for a more “3D” local experience. Alice Hazen, National Client Partner at Yelp, noted that consumers want local search tools to “give me what I want (that I didn’t know I wanted), right at the moment I need it.” Consumers want – and expect – that local tools will anticipate their next moves and purchases.
  • Local involvement is key for larger retailors. Alice discussed that on Yelp, national/multi-location advertisers are more successful when store managers get involved and individually represent the company.
  • Most ads currently provide only one experience, when there is an opportunity to provide many more. Peter Minnium, Head of Digital Brand Initiatives at IAB, said that while our industry is good at targeting ads by audience and demographic, we miss a lot of other local cues. He noted that even though our industry has access to a growing amount of data, we haven’t seemed to figure out how to use all of it to our advantage.
  • Last Mile is everything that happens between targeting by location and consumer action. Peter discussed how local advertising today requires more context and data at each stage of the path to purchase in order to be successful.
  • Local businesses want face-to-face interactions with local advertising providers. Chris Travers, President and Co-Founder, UBL noted that when SMBs find out they can’t meet a sales person in person, they are immediately turned off.

I want to thank everyone who participated in our first “Think Tank” event. The feedback we received from the group was extremely positive. Many who attended enjoyed the opportunity to network and discuss relevant industry issues in an intimate local setting. 

We’re already in the planning stages of our next event – this time in the Windy City of Chicago! – and looking at how to incorporate ways to improve the sessions so that they are as useful and productive as possible.

We’ll keep you updated on future “Think Tank” events, so stay tuned!

xAd Webinar Discusses Amplifying Reach of Traditional Media with Mobile Ads

Tuesday, October 29, 2013

During their recent webinar, Blair Vincent and John Silverman of xAd discussed the growing opportunities with mobile location-based advertising and the new and exciting implementations that have recently come to light. They talked about how mobile is expanding the reach of any marketing mix for their clients by amplifying, while refining the target area and audience focus.  Finally, they highlighted some current successful implementations of mobile-location advertising used alongside traditional placements and the value therein. Here are some of the takeaways:

  • There are 5 times as many cell phones in the world as there are PC’s.
  • Just 11% of time spent on mobile is used for search which is why display ads can be helpful when trying to get in front of consumers the other 89% of the time.
  • Location is the real world cookie in that it provides the necessary data to give relevant, timely mobile messages, similar to the way cookies inform advertising on browsers.
  • Locally relevant ad messages are just as important as the targeting. Leveraging local events, weather and the like is critical.
  • Apply mobile targeting technology to current traditional media placements to amplify audience reach and campaign performance.
  • Understand how local audiences prefer to interact with your brand or business.
  • Continue to analyze and re-focus messaging and calls to action for optimal performance.

Check out the entire presentation below:

Moffett: Just 5% of Tablets Active in Mobile Data Plans

Thursday, July 18, 2013

With the proliferation of tablet options in the marketplace, consumers are increasingly faced with the difficult choice of which brand to purchase. Each device – whether it’s a Google Android tablet, Apple iPad, Amazon Kindle, or Blackberry Playbook – seems to have its own pluses and minuses in terms of technical specs, software and apps.

But when faced with the question of whether to purchase a basic WiFi-only tablet or a more expensive mobile data-enabled tablet, consumers are more easily reaching a conclusion: choosing basic WiFi-only tablets by a wide margin, according to new research by analyst Craig Moffett and covered in AllThingsD.

moffett tablet wireless

Moffett found that only 20% of all tablets sold in the US are mobile data-enabled. Of those 20% of tablets sold, only half are actively subscribed to data services. Moffett estimates that of that number, half likely unsubscribe from their data plans after some period of time. He determined that only 5% of total tablets in use currently are mobile data-enabled and participating in active data plans.

This research provides local businesses with interesting insights into how tablets fit into the path to purchase. Since the vast majority of tablet users are using WiFi, it’s likely that they’re at their home or work when they’re searching for local products and services. This is supported by results from the xAd/Telmetrics “Mobile Path to Purchase Study,” which found that smartphone users are three times more likely than tablet users to make purchases based on location proximity – since smartphone users are more actively using their mobile data plans than tablet users. Therefore, it’s imperative that local businesses customize their approaches to tablets and smartphones to take into account where consumers are more likely to be when searching for their offerings.

Telmetrics & xAd: Retailers Should View Mobile as a Complement to the Purchasing Cycle not as Competition

Thursday, May 23, 2013

Given the popularity of online shopping, it has been thought that brick and mortar retailers are increasingly becoming more like product “showrooms” than places for commerce. But with a new study from Telmetrics and xAd that said 77% of smartphone retail shoppers ultimately made their purchases in-store, the “showrooming” trend does not seem as detrimental to the retail industry as originally thought.

The study, which was conducted by Nielsen, found that only 6 percent of smartphone users actually conducted their most recent mobile retail search in a physical store.  In addition, 57 percent of smartphone users expect retailers to be within five miles of their location and the majority of tablet users (21 percent) sought coupons/offers with their device.  The low percentage using mobile devices to search in-store and the high percentage seeking location and coupons suggests that the majority of mobile usage is actually taking place at the beginning of the purchase cycle.

In addition, the study found that the majority of mobile retail shoppers are ready to buy, with 55 percent ultimately making a purchase.  Similarly, 30 percent of smartphone users and 25 percent of tablet users intended to make a purchase within an hour.

Given the data, retailers looking to combat “showrooming” by matching online prices or cutting off access to in-store Wi-Fi should instead be focused on gaining share of the ready-to-buy consumers that are conducting retail research on their mobile devices.

For more information, check out the official press release.  Also, below is a great infographic courtesy of Telmetrics and xAd that highlights the mobile path-to-purchase for the retail industry.

‘Search Starts Here’: Google, YP, xAd and Moasis Discuss What’s Working in Mobile

Tuesday, April 16, 2013

An expert panel on mobile advertising discussed what’s working in the mobile space.  Represented on the panel were Tim Garcia from Moasis, Dan Hight from xAd, Tae Kim from Google and Michael Rubin from YP.

The group agreed that the best way to measure mobile performance is to not just look at click through rates but also look at what’s happening after a click.  “Advertisers that are focused on offline type of conversations are working very well,” Dan from xAd said.

Dan went on to say that national agencies need to help clients measure and track performance beyond clicks.  “This is where the agencies still have to progress … For most of the traditional agencies, if it doesn’t take place online, they think it doesn’t really take place.”

Google’s Tae believes it’s important to look at mobile as part of a holistic advertising strategy, not as a separate strategy.  “Simplify your strategy.  Mobile doesn’t have to be just another thing you have to work out.”

Tae said the lines are blurring between devices.  “Phones are getting bigger and tablets are getting smaller” making it harder to target desktop vs. various devices.

Michaels at YP said the mobile is delivering results for its advertisers, with 40% of tracked calls and clicks coming from mobile.

With demand in the mobile space building, Tim from Moasis said it’s all about educating the small businesses so that they will look at directing their advertising spend into mobile vs. other offline channels that may not work as well.

LSA Annual Conference Welcomes Influential Speakers from Google, Groupon, YP and more

Tuesday, March 5, 2013

The speakers and panelists coming to our 2013 “Search Starts Here” Conference in Las Vegas include experts, veterans and thought leaders from all areas of the local search space. The biggest names in digital, mobile, social and print media will discuss many strategic and tactical topics that are driving the local search industry forward.

In addition to the great keynote speakers from Solocal Group (formerly PagesJaunes Groupe), Facebook and CityGrid, here are some more exciting subjects and speakers you can’t afford to miss:

SMB State of the Union
Greg Sterling (Opus Research)
Neal Polachek (Industry Observer)

Making Transformation Happen
Paul Plant (Radicle Consulting)

What’s Working in Mobile
Tim Garcia (Moasis)
Dan Hight (xAd)
Tae Kim (Google)
Michael Rubin (YP)

State of the Industry
Bill Dinan (Telmetrics)
Neg Norton (Local Search Association)

Print Directories in a Multi-Platform World
Matt Centofanti (YP)
Eric Webb (Marquette Group)
Dave Wolf (Linkmedia 360)
Emil Morales (TNS)

Sales Differentiation in a HYPER Competitive Selling Environment
Bob Sanders (AXIOM)

Building the “Local Commerce Operating System”
Ethan Anderson (MyTime)
Dave Gilbertson (Constant Contact)
Sean Harper (Groupon)
Bob  Gregerson (hibu)

Finally, as announced earlier, we also have some great workshops and breakout sessions with Yelp, Yext, edō, Supermedia and many more.

To learn more about all of our impressive speakers, visit our Speakers Page and don’t forget to check out the agenda for all the great content planned for the conference.  Register today and we will see you in Vegas!