The document discusses how local advertising is shifting from print to digital channels like mobile, email, and online marketing. It argues that digital advertising allows targeting based on location data from devices and profiles. The document outlines strategies for local SEO, listings, search, and display advertising. It provides examples of how display advertising can be made local through geographic and IP targeting, as well as dynamic local messaging and maps.

1. LOCAL IS GOING DIGITAL
DIGITAL IS GOING LOCAL
How to Market Online to a Local Audience
Copyright 2012 Vantage Local, all rights reserved

2. LOCAL IS GOING DIGITAL
35%
30%
Share of Local Ad Spend
25%
20%
15%
10% 2011
2016
5%
0%
Local advertising spend on Mobile, Email and Online Marketing will each increase >
50% over next 5 years as focus moves away from print
Copyright 2012 Vantage Local, all rights reserved

3. DIGITAL IS GOING LOCAL
National Brands are Investing in Local Marketing
Not
Investing
34%
Investing
66%
73% of online activity is local searches and content
Copyright 2012 Vantage Local, all rights reserved

4. WHAT DOES LOCAL DIGITAL
MEAN?
Intersection of location data for
Advertisers Customers
• Physical address • IP address
&
• Map location • Mobile location
• Local phone • Social data
Copyright 2012 Vantage Local, all rights reserved

5. THE LOCAL STRATEGY
Optimize
• Local SEO
• Navigation & Mapping
List
• Social Review Sites
• Local Listings
Target
• Local Search
• Local Display
• Mobile
Copyright 2012 Vantage Local, all rights reserved

6. WHY DISPLAY ADVERTISING?
• 63% increase in ad awareness
• 64% increase in brand favorability
• 44% increase in purchase intent
• 130% increase in branded search
• 21% lift in offline sales
• 26% increase in aided brand recall
• 300% increase in site visitation
• 72% of online conversions follow exposure to display ads
Copyright 2012 Vantage Local, all rights reserved

7. HOW DISPLAY WORKS
The Simple Version
Copyright 2012 Vantage Local, all rights reserved

8. HOW DISPLAY WORKS
The Complex Version
Copyright 2012 Vantage Local, all rights reserved

9. MAKING DISPLAY LOCAL
Hyper-local geographic targeting
• Traditionally targeted a DMA
• Now, target single city, even a single
zip code
IP addresses used to target the ads
• Catch people at the office, too
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10. CREATIVE GETS LOCAL
Dynamic local messaging
• Change text based on viewer location
Smart Maps
• Maps nearest business location
• In-banner, so no click required
Copyright 2012 Vantage Local, all rights reserved

11. FOLLOW US ONLINE!
www.VantageLocal.com/blog
@VantageLocal
(Ask about our reseller partner opportunities)
Copyright 2012 Vantage Local, all rights reserved

12. APPENDIX
• JumpStartAutomotiveGroup.com “Improve Purchase Funnel
Effectiveness” 2008
• ComScore “Media Placement Strategies” 2010
• Dunhumby & ComScore “Research Shows Online Advertising
Lifts In-Store CPG Brand Sales” 2011
• IAB Europe “Brand awareness and digital: An IAB Europe White
Paper,” 2010
• Eyeblaster “Search & Display: Reach Beyond the Keyword” 2010
• Ad Age Insights: "Smart Strategies for Local Advertising" 2012
• Luma Partners Display Lumascape, 2012
Copyright 2012 Vantage Local, all rights reserved