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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.

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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?

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