Author Archive

  • Market Musings

    The Value of Publisher Content in a Data Driven World

    by: Dick OHare, on Sep 12, 2014

    One of Local Yokel Media’s angel investors, and digital media dignitary, Dave Morgan, recently wrote a very interesting post.  The basic tenet of the post opined that as media has become more fragmented (vs. the big audience aggregation days of the big three TV networks and major newspapers), effective media planning will start with data driven strategies … More »

  • Case Studies

    Case Study: San Jose Sharks Hyperlocal Ad Campaign

    by: Dick OHare, on Jun 3, 2014

    As local and hyperlocal publishers, you know how valuable your content is to your audience.  Local Yokel Media has built our business around enabling marketers to target geographic markets (big and small) through our publishers’ highly valued content.  It is no news to you that this is a much more authentic way to reach local audiences … More »

  • Market Musings

    How Does Local Yokel Media Fit In The Programmatic Puzzle?

    by: Dick OHare, on Mar 31, 2014

    Many local publishers ask us how we fit into the programmatic puzzle. Fundamentally, the entire programmatic buying ecosystem is based on simple supply and demand. The more demand there is for your valuable ad impressions, the higher price you earn. Local Yokel Media acts as another specialized demand source for your ad impressions. And, as … More »

  • Market Musings

    When It Comes To Ad Exchange Inventory, There’s No Place Like Home

    by: Dick OHare, on Oct 12, 2013

    Since its inception, the Internet has been known for its “unlit alleys”. That phrase means that, in some instances, you don’t really know what you are buying for your media investment. For marketers concerned about their brands, that can be dangerous. For example, fast forward to today’s high velocity market of programmatic ad buying.  Target audiences … More »

  • Market Musings

    A “Random Walk” Among Geo-Fences

    by: Dick OHare, on Sep 11, 2013

    The term “hyperlocal” marketing has rapidly become synonymous with mobile-centric, location-based marketing.  Discussion about “mobile” and “data” have dominated the digital advertising industry content air waves, as these two marketing segments have continued to grow ad spend.  Terms like “big data”, “signals” and “geo-fencing” have grown in popularity as marketers work at factoring location into … More »

  • Market Musings

    2 Years of #Winning in Hyperlocal

    by: Dick OHare, on Apr 18, 2013

    Two years ago this week, we launched Local Yokel Media as the premium platform for hyperlocal digital advertising. To reiterate, our mission is to bring efficiency, scale and performance to this market.  Our founding principle for the company was that local and hyperlocal (community-based) publishers do a tremendous service for their local communities by delivering … More »

  • Market Musings

    Delivering a Pure Oxygen Supply of Hyperlocal Ad Impressions

    by: Dick OHare, on Apr 10, 2013

    In response to Douglas de Jager’s article “Display Advertising is a Sell Side Problem,”  we at Local Yokel Media agree that fraudulent traffic is a sell side issue.  As an aggregator of pure hyperlocal websites and content for ad targeting, we take this seriously. And, as Local Yokel Media’s CTO, Rajiv Nigram, points out: “with the advent … More »

  • Hyperlocal Advertising, Market Musings

    For Hyperlocal Ad Targeting, Authenticity Trumps Data

    by: Dick OHare, on Mar 22, 2013

    Audience-based media buying is here to stay in digital media.  With so much supply of ad impressions flowing into ad exchanges, and the evolution of so many data companies able to deliver data overlays to these impressions, it is hard to argue with the efficiency this provides to marketers.  However, similar to manufacturing, mass automation … More »

  • About Version 2.0!

    by: Dick OHare, on Feb 11, 2013

    We have learned a lot since we first launched Local Yokel Media.  The digital media industry moves fast.  New start up companies with new products emerge constantly.  However, with all these revolutionary developments, we still think there are many aspects of digital advertising that are still too complicated.  Examples of this could include everything from … More »

  • Market Musings

    The Business Of Hyperlocal Digital Advertising: Key Learnings From 2012

    by: Dick OHare, on Dec 12, 2012

    2012 was a critical year for the hyperlocal digital advertising market. Last month, Balihoo released a study highlighting some developing trends moving into 2013.  First, national brand marketers continue to look for ways to build their brands with local audiences and embed themselves more in communities close to their retail locations.  Among the top 3 … More »