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Case Study: San Jose Sharks Hyperlocal Ad Campaign

by: Dick OHare, on Jun 3, 2014 in Case Studies

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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 than through more traditional IP based geo-targeting.  And, we continue to see this play out in better ad performance.

As a recent example, we conducted a test campaign with the San Jose Sharks NHL hockey team in March 2014.  We compared hyperlocal site targeting in the communities around San Jose to those same zip codes targeted through IP address code.  We ran this campaign on sites like Palo Alto Online, The Almanac (serving Menlo Park, Atherton, Woodside and Portola Valley) and others.  The results of the campaign were astounding.  Here are the top line results:

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*Communities compared: Palo Alto, Mountain View, Menlo Park, Portola Valley, Woodside and Atherton
** Total conversions represented ticket sales, landing page visits, season tickets sales landing pages, etc.

 

Here are the net increases of hyperlocal website targeting vs. IP based geo-targeting….

Click volume increased 320%
Click through rate increased 242%
Overall conversions (ticket sales, season ticket landing page visits, etc.) increased 233%
Online ticket sales increased 104%

We thought this was a compelling testimonial to the value of targeting hyperlocal audiences through authentic content vs. traditional IP based geo-targeting.

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