Early Ad Pilots: Darien High-End Retailer; CT Lawn Care Specialist
by: Dick OHare, on Aug 8, 2011 in Case Studies
Overall Takeaways
- Targeting @hyperlocal level not available at scale in the market today
- Hyperlocal targeting can outperform search engine marketing at a fraction of the cost
- Massive price inefficiencies at hyperlocal level
- Local advertisers need expert help buying and optimizing digital media
- LYM better solution than Google Ad Sense for local publishers
CT Green: Summary
OBJECTIVES:
- Drive phone calls/inquiries through online-only special offer
- Compare the effectiveness of hyperlocal content targeting through Local Yokel Media display ad marketplace with that of Google’s Content Network and search keywords.
RESULTS: hyperlocal display ads outperformed search by 30%, at 14% of the cost.
Darien Retailer: Summary
OBJECTIVES:
- Drive in-store coupon redemption of a Father’s Day coupon for a high-end department store
- Compare the effectiveness of hyperlocal content targeting through Local Yokel Media display ad marketplace with that of Google’s Content Network and search keywords.
RESULTS: hyperlocal display ads drove over 8X the click volume of search, at 37% of the cost.
Considering hyperlocal ad targeting for your next local event or promotion? Curious to know what hyperlocal sites are available in the area(s) you wish to target?
