Friday
Feb122010
Online Display Advertising's Newest Market: The Local-Nationals
Friday, February 12, 2010 at 07:39AM 
I've brought up localization many times, because it's a key benefit to AdBean's customers to be able to handle localized campaigns using our platform. AdBean users can leverage creative and interactivity against their localized buys in very efficient ways. What would otherwise be a workflow nightmare becomes easy for advertisers and agencies to stay on top of with our AdStudio.That's great news for the display channel as a whole, because if there's a theme to the recent industry developments, its that huge names are taking display more seriously than ever.
Even the language struggles to catch up with the market. Yahoo!'s VP of Channel Sales, Lem Lloyd this week introduced a new bit of jargon describing newcomers to the display channel: the "local-nationals".
Such advertisers are "the most underpenetrated area of local in the online space," said Lem Lloyd, VP of channel sales at Yahoo. "Local-national" advertisers include retailers like Walgreen's, Kohl's and Best Buy, restaurants such as McDonald's and Dunkin Donuts, and home services like security system firm ADT.
Home services represent a "huge opportunity," Lloyd told ClickZ News.
Agreed entirely. Earning 6.5 times as much revenue in display as Google, Yahoo! is positioned to get these local-national advertisers to take the display channel more seriously. They're using a grassroots approach and independent sales teams who know the lay of the land - a great strategy that will likely earn big dividends.
Why not? Users spend maybe 10% of their time online using search. 90% of time spent online is a sweet plum to reach for.
Reader Comments (2)
[...] month’s moves and announcements by Yahoo! and Google have made it clear that both giants are re-thinking how they see the online banner [...]
[...] annonces faites dans les dernier mois par Yahoo! et Google rendent claire qu’ils sont à revoir ce que représente pour eux la publicité [...]