Sponsored listings firm Kanoodle launched its LocalTarget technology yesterday as a way for advertisers to target local customers via sponsored listings on market-specific Web pages.
Here's how it works: An advertiser looking to target the Seattle market, for example, selects the LocalTarget topic “Seattle.” The listings for Seattle are then mapped to the content pages of a local media property that targets the Seattle market. A national chain could create and target ad content to a local TV station's Web site or other local sites.
“Using LocalTarget, advertisers can better target customers in a specific market, drive additional customers to local brick-and-mortar outlets or increase their brand presence in a particular geographic area,” CEO Lance Podell said.
Most buying and selling happens locally, said Greg Sterling, an interactive local media analyst with The Kelsey Group. National and local businesses “spend close to $100 million annually trying to reach consumers in specific markets.”
Kanoodle is just starting advertiser tests with its LocalTarget technology. Its other products include ContextTarget and BehaviorTarget.
Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters