Author Archive

  • Hyperlocal Publishing, Publisher Tips & Tricks, Resources

    6 Costly Mistakes Hyperlocal Publishers Make When Planning For Online Ad Sales

    by: Nicole Lyons, on Oct 31, 2013

    As we mentioned in our recent interview with StreetFightMag, “Hyperlocals and Scale: How a ‘No-No’ Can Be Turned Into a Win-Win,” we believe that hyperlocal can scale, and that publishers have a much better chance at sustainability if they keep an eye toward global standardization regarding things like ad sizes, pricing models, ad servers and traffic … More »

  • Hyperlocal Advertising

    5 Reasons Content Targeting is the Hyperlocal Holy Grail

    by: Nicole Lyons, on Oct 10, 2013

      To date, advertisers trying to reach residents of tightly-defined service areas across multiple communities have relied upon “mostly-accurate” geo-targeting methods like IP address codes and cookie data that is largely based on registration information. They have relied upon such methods because the 100% accurate solution, which is to place display ads directly on hyperlocal … More »

  • Case Studies

    Case Study: Hyperlocal Ad Targeting “Clicks” For Universities

    by: Nicole Lyons, on Jul 7, 2013

    Whether targeting rural communities with satellite locations, or neighborhoods within the heart of a big city campus, our University marketing clients have found local digital content targeting through the Local Yokel Media to be both efficient and effective. CASE 1: LOCAL COLLEGE WITH SATELLITE CAMPUSES IN NEIGHBORING COMMUNITIES, AS FAR AS 50 MILES AWAY FROM … More »

  • About

    How’s Your (Hyperlocal) (Hyper-local) (Hyper Local) IQ?

    by: Nicole Lyons, on Jun 12, 2013

    To hyphenate or not to hyphenate: that is the question. (Or is it?) In celebration of the the AP Style Guide having finally condensed ‘Web-site’ into a single word, we thought it would be interesting to more thoroughly explore the grammatically correct (as opposed to popular) way to spell hyperlocal/hyper-local/hyper local.  Because if you’ve seen … More »

  • Market Musings

    Geo-contextual Relevance: A 6-Second Twitter Vine Tutorial

    by: Nicole Lyons, on Jun 4, 2013

    What is geo-contextual relevance? Hyperlocal audiences are the people who live within 15 miles of a store location, where 85% of household spending occurs.* Hyperlocal content is specific to the communities where these audiences live, and is therefore highly relevant and engaging to the local audiences it serves. If you are an advertiser trying to … More »

  • This Week In Hyperlocal

    This Week in Hyperlocal: May 31, 2013

    by: Nicole Lyons, on May 31, 2013

    Foot traffic beats online traffic when it comes to driving local sales, pureplays steal local ad sales reps from legacy media companies, and more in this week’s roundup of hyperlocal bits and bytes from around the web. Users Clearly Prefer Local to E-Commerce — Great news for local brick-and-mortar businesses: a recent survey shows that between 60% and 80% … More »

  • Hyperlocal Publishing, Publisher Tips & Tricks, Resources

    5 Facts About Fill Rates

    by: Nicole Lyons, on Apr 24, 2013

    Feeling a little bit lost in the language of digital advertising automation?  This is the first of a series of posts we’ve got planned to help define and/or simplify commonly used terminology in and around the topic. 5 Facts About Fill Rates 1) The Fill Rate Formula Within the context of online advertising, the fill … More »

  • Hyperlocal Advertising, Resources

    Programmatic Primer: 8 Articles On Automated Ad Buying

    by: Nicole Lyons, on Apr 3, 2013

    The automation of digital ad buying and selling is a wildly hot topic right now, especially as more and more publishers realize they can sell higher quality inventory sets (at a potentially higher premium) through this very efficient and automated channel. We at Local Yokel Media continue to grow and package our own unique, highly-valuable … More »

  • Hyperlocal Advertising, Market Musings

    National Brands That Don’t Get Local Risk Getting Lost

    by: Nicole Lyons, on Mar 28, 2013

    Loved this commentary by Debora Lance, EVP/Managing Director at Wahlstrom, entitled “National Brands Need to Market Local or Bow to Small Business.” In it, she states that “in order to be successful, national brands need to shift both strategy and focus to a localized approach. This method requires advertisers and their agencies to deliver highly relevant, localized … More »

  • About

    Our Story, in 6 Seconds, On Vine

    by: Nicole Lyons, on Mar 27, 2013

    … And here it is, Local Yokel Media’s first foray into the social video-sphere! What you are viewing are 50-some-odd individual frames, captured in sequence, with zero room for error or you have to start back all over again from the beginning.  The sounds you hear were the background sounds in our office as each … More »