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Highly targeted advertising and promotion is an intuitively logical and appealing business model for location based services/apps. So why, after more than a decade of chasing this long tail of valuable advertising inventory is the evidence is always anecdotal and spotty, and not statistically significant or scaled?
Too few people take the time to understand what it REALLY might take to drive a successful local ad ecosystem that can provide a more scalable and predictable monetization engine for LBS. This talk traces and examines the value chain of interactive local advertising by stepping through the key components of creating, tagging, targeting, distributing, measuring and reporting hyper local advertising and promotion. Critical bottlenecks and challenges will be highlighted, to profile what it might take to convert the current trickle of participation (and revenue) into the proverbial fire hose.
Perry Evans will pool from his experience of more than a dozen years focused on LBS, local search and local advertising and promotion businesses. And, he’ll openly discuss his observations on the viability of ad-based service models in online and mobile media.
Founder/ceo of Closely, Inc. past lives include founder/ceo of Local Matters, chairman/co-founder of Jabber Inc. & co-founder/president of MapQuest Publishing Group.
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