How Can I Grow My Business?
While there are various ways in which hyperlocal content is being created and published, blogs have become a key part of the hyperlocal ecology. Their basic roles evident in the space include individual blogs, blog networks, and aggregators.
Hyperlocal websites can focus on very specialized topics—i.e., stories and issues of interest only to people in a very limited area. So, for example, school board meetings,restaurant, community group meeting, and garage sales can receive prominent coverage. For example, Forumhome.org focuses on issues likely of interest only to the few thousand residents of the small New Hampshire towns it serves.
Hyperlocal sites may also focus on particular issues. For example, NewWest.net focus on issues relating to balancing economic development and environmental concerns in quickly growing towns in the Rocky Mountain West such as Boulder, Colorado, and Bozeman, Montana.
In recent years hyperlocal websites have been created to enable the concepts of the Sharing economy or Collaborative consumption. These websites allow peer communities to share human or physical assets. Examples include Yelp, Airbnb, TaskRabbit, eBay, Craigslist and Krrb. Many of the best-known hyperlocal news sites have sprung up independently, with the battle cry “local doesn’t scale,” but larger media companies have been interested in the concept as well. Formerly a much-vaunted subsidiary of AOL,Patch Media runs a large US based hyperlocal network of sites. Another model for a national company running hyperlocal sites is franchising, such as was being done by 2010 startup Main Street Connect.
So what all that means to you? How Hyperlocal advertising works in a real life?
When a person uses an app on their smartphone, the app may ask for permission to access the location data of the phone. For check-in or dating apps like Foursquare’s Swarm and Tinder, the app is essentially unusable if you do not accept. For other apps, like Flixster, which allows you to find movies playing nearby, it’s not crucial to enable location sharing, but, it definitely makes the app more useful.
If an app user accepts this location-sharing request, the app will basically be aware of their GPS coordinates at all times. If the app also happens to be supported by ads, it’s highly likely that these coordinates will be passed along to the ad network or ad exchange that sells the ad space to advertisers.
Based on our company’s view into multiple marketplaces, about 44% percent of mobile inventory in programmatic ad exchanges is location-aware. That amounts to over 7 billion impressions per day — a tremendous amount of ad inventory with which to reach audiences in a hyperlocal manner.
The reasoning behind basic radius hyperlocal is the same as the reasoning for targeting a particular website: you are essentially targeting a location where you believe a specific audience congregates. Targeting an audience by proxy might seem crude, but is actually quite effective in both cases.
An additional use case would be for a local business with a physical location within that basic radius to target ads to people in its proximity, with the aim of driving foot traffic.
What’s next in Hyperlocal?
As technology advances, you can safely assume that the volume of information about locations will only increase, especially as we move closer to a quantified world of “smart” devices and “wearables”. And the potential applications for this targeting technology is bound only by your imagination.
For example, you could target a conference center hosting an industry trade show at a hyperlocal level. Doing so would allow you to serve mobile ads to everyone in the conference center. You could then capture the device IDs of everyone in that radius for subsequent retargeting.
This is the world we live in today, and we are still in the early days of it. As the adoption of location-aware apps grows, and smartphone proliferation continues, the possibilities and potential for growth in hyperlocal mobile advertising will only continue to expand.
But Don’t worry. You do not need to memorize all that. We know that at the end of the day, all you care about is, how much cash you have in your cash register at your business. And we’re always here to help. We got you covered. Our team of highly skilled developers and analysts is working every day to assure you the best ROI for your investment.
Call us today: 212-256-1127 so you can start tomorrow !