Geolocation, Local and Mobile:
The #1 trend in 2010
Chris Tolles
CEO
Topix
@tolles
Agenda
• Introductions
• What’s in it for me?
• Industry Overview
• Localized Online Advertising
• Takeaways
What is Topix?
• Topix is a platform for
participation, built on top of
zip-code-level local news
aggregation
• Designed f...
Reach untapped, local audiences – nationwide on a single platform
Topix is local
0
10,000,000
20,000,000
30,000,000
40,000...
What’s in it for me?
The fastest-growing segments of
online advertising are the local
sector, anything targeted, and
every...
Online drives offline results
* Forrester, December 2009
**Kelsey Group, March 2010
Online-influenced offline sales will r...
Audiences are Tuning in Differently
Mobile Internet Ramping Faster than Desktop Internet Did
Source: Morgan Stanley
Mobile Will Be Bigger Than Desktop Internet in 5 Years
Source: Morgan Stanley
40% of US Adults now surf the web on their s...
Topix Mobile Pageviews Confirm This
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
Dec-08
Jan-0...
Who Should Care Today?
• If you want to understand the latest trends in
local, geo-location and mobile marketing
• If you ...
Geolocation Applications
• $100M in funding at a $475M valuation (Jan 2010)
• 38M unique users; 12M user generated reviews...
Foursquare is Popularizing Geolocation
Lots of Local Players
• Partnerships with Travel Channel and H&M (virtual goods)
• 3M users (up from 500k in Jan, 130k new...
Innovation & investment
• AOL & Patch
• Acquired for $7 million in June 2009
• Invested $50M in April 2010
• As of August,...
Geo-targeting Delivers Best ROI
Local ads in a local context are 4X more effective*
* Mindshare Interactive Sprint case st...
Consumers Trust ads on Local Media Sites
Source: Online Publishers Association Local Media: From Advertising to Action, Au...
Advertising on Local Sites Generates Action
Online Maps Help Customers Find Your Product
Dynamic Local Advertising: Great for Automotive
YuMe
Placecast
Put National Campaigns in a Local Context
Topix localized Pep Boys’
ad creative for 573 locations in 35 states
Geo-localization Examples: Sunday Circular
Local Communities Drive National Revenue
$68,000 in teeth whitening – in one day
Mobile: As Local as it gets
Customer service as marketing Direct consumers to purchaseDirect consumers to purchase
Takeaways
• Local Online increasing over next 5 years
• Mobile usage is here today -- and getting bigger
• Geolocation is ...
Thank you!
Contact Info:
Chris Tolles, CEO
Topix
tolles@topix.com
@tolles
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Geolocation, Local and Mobile Advertising | Chris Tolles, Topix | iStrategy, Chicago

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How advertising on local websites with high levels of user engagement is an integral part of today’s advertising strategy.

Presented by Chris Tolles, CEO of Topix during iStrategy Chicago conference 2010.

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Geolocation, Local and Mobile Advertising | Chris Tolles, Topix | iStrategy, Chicago

  1. 1. Geolocation, Local and Mobile: The #1 trend in 2010 Chris Tolles CEO Topix @tolles
  2. 2. Agenda • Introductions • What’s in it for me? • Industry Overview • Localized Online Advertising • Takeaways
  3. 3. What is Topix? • Topix is a platform for participation, built on top of zip-code-level local news aggregation • Designed for real Americans • Who are looking for honest, local talk online Topix is the best place online for real, local conversations
  4. 4. Reach untapped, local audiences – nationwide on a single platform Topix is local 0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 70,000,000 80,000,000 90,000,000 100,000,000 110,000,000 120,000,000 130,000,000 2004 2005 2006 2007 2008 2009 1H2010 Internal Site Stats • 14.8 million unique visitors • 123 million pageviews • 125,000 comments/day Source: Google Analytics, Jan – June ‘10 Third Party Stats • 7.877 million unique visitors • 52% female, 48% male • 35% HHI $75,000+ • 69% are ages 18 – 49 Source: comScore, Media Metrix, June ‘10 Highlights • Top 10 newspaper web site • Local community, nationwide • Complementary audience to traditional local media AverageMonthlyPageviews
  5. 5. What’s in it for me? The fastest-growing segments of online advertising are the local sector, anything targeted, and everything involving social media. --Borrell Associates, Aug. 2010 Indeed, a steady shift toward digital media continues…. Spending on online/interactive media is projected to grow [a] CAGR of 19.3 percent. --BIA/Kelsey Group, Feb. 2010 BIA/Kelsey Group Local Ad Forecast 2009 - 2014 $115.0 $15.2 $36.7 $108.2 $- $40.0 $80.0 $120.0 $160.0 All Local Media Online Local Media Billions 2009 2014
  6. 6. Online drives offline results * Forrester, December 2009 **Kelsey Group, March 2010 Online-influenced offline sales will reach $1.4 trillion by 2014* Nearly all consumers (97 percent) now use online media when researching products or services in their local area**
  7. 7. Audiences are Tuning in Differently
  8. 8. Mobile Internet Ramping Faster than Desktop Internet Did Source: Morgan Stanley
  9. 9. Mobile Will Be Bigger Than Desktop Internet in 5 Years Source: Morgan Stanley 40% of US Adults now surf the web on their smartphone* *Source: Pew Research Center, July 2010
  10. 10. Topix Mobile Pageviews Confirm This 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10
  11. 11. Who Should Care Today? • If you want to understand the latest trends in local, geo-location and mobile marketing • If you need to drive offline purchases & behavior • If you have regionally differentiated products • If your message needs to be localized
  12. 12. Geolocation Applications • $100M in funding at a $475M valuation (Jan 2010) • 38M unique users; 12M user generated reviews • Added mobile “check in” feature (Jan 2010) • Added “Daily Deals” feature (Aug 2010) • $8.4M in funding (Dec 2009) • 350K users • Named one of Time Magazines “50 Best Websites” (August 2010) • $20M in funding at a $95M valuation (June 2010) • 3M users, 1M badges, 100M “check ins” • 15K venues offering “specials According to Skyhook Wireless, there are more than 6,400 location-aware iphone apps
  13. 13. Foursquare is Popularizing Geolocation
  14. 14. Lots of Local Players • Partnerships with Travel Channel and H&M (virtual goods) • 3M users (up from 500k in Jan, 130k new users a week,) • Averages 70 minutes of playtime per user per day • Presence for 1.1M online local merchants • Backed by IAC • 100M comments from 20,000 towns and cities across US • 7.8M unique users (Top 10 online newspaper site) • Backed by Gannett, Tribune and McClatchy • Presence in 88 cities; 22 countries • $135M in Series C funding with $1.35 billion valuation in April 2010 • 13 million subscribers
  15. 15. Innovation & investment • AOL & Patch • Acquired for $7 million in June 2009 • Invested $50M in April 2010 • As of August, launched more than 100 communities; 400 more in next 6 months • Yahoo & Associated Content • Acquired in May 2010 for a rumored $100 million • Thousands of contributors to cover local content • SimpleGEO company indexing 1M+ locations per hour – launching Fall 2010 • Facebook launched Places August 18 • 500M active users; 150M access the site via mobile device • The day after launch, FourSquare had it’s biggest check-in day ever
  16. 16. Geo-targeting Delivers Best ROI Local ads in a local context are 4X more effective* * Mindshare Interactive Sprint case study
  17. 17. Consumers Trust ads on Local Media Sites Source: Online Publishers Association Local Media: From Advertising to Action, August 2008
  18. 18. Advertising on Local Sites Generates Action
  19. 19. Online Maps Help Customers Find Your Product
  20. 20. Dynamic Local Advertising: Great for Automotive YuMe Placecast
  21. 21. Put National Campaigns in a Local Context Topix localized Pep Boys’ ad creative for 573 locations in 35 states
  22. 22. Geo-localization Examples: Sunday Circular
  23. 23. Local Communities Drive National Revenue $68,000 in teeth whitening – in one day
  24. 24. Mobile: As Local as it gets Customer service as marketing Direct consumers to purchaseDirect consumers to purchase
  25. 25. Takeaways • Local Online increasing over next 5 years • Mobile usage is here today -- and getting bigger • Geolocation is driving awareness of all local online • Local audiences + local context 4X more efficient Everybody online lives somewhere
  26. 26. Thank you! Contact Info: Chris Tolles, CEO Topix tolles@topix.com @tolles
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