ad network

Online advertising news sites are buzzing about “tapping into the hyperlocal market – like in Fast Company’s recent article, “Can Anyone Tap Into the $100 Billion Potential of Hyperlocal News?” Broad Street Interactive has been doing it since 2007, and here’s how and why:

As this article in Media Transparent states, “National advertisers ignore the hyperlocal markets because they are too sales labor intensive in their focus on mom & pop SMEs.” Exactly. Agencies like ours, while we include national sites, CPC, and other types of engagement in our campaigns, began with a hyperlocal focus. Our network of sites for CPM campaigns was built on hyperlocal engagement.

We believe in relationships with hyperlocal publishers and web sites, have built those relationships over the past few years, and manage them intensively. We have a network of publishers exceeding 2,700 on the hyperlocal level. These publishers are the players in their local communities and are trusted sources of local information. It’s these relationships that allow  us to buy premium inventory on these web sites and obtain high visibility and good results – without having to resort to buying “remnant” or large “ad network” inventory to fulfill our clients’ campaign goals.

Because local online advertising has grown on average 45% a year in the last five years, big media companies are finally catching on and setting up “local” shops and hoping to win advertising dollars, according to iMedia Connection. We certainly don’t overlook “local” sites owned by large online publishers, but we find we get better results by going directly to trusted media outlets in local markets to get exactly what out client is looking for and what we’ve spent the past few years building: Local engagement.

Broad Street Interactive has run successful campaigns on the hyperlocal level not just based on small DMAs in the marketplace, but also based on congressional district, zip codes outside of large cities, and small community newspapers and networks. Because we have strong publisher relationships and a large network of more than 2,700 hyperlocal sites to choose from, we’re also able to optimize campaigns and be nimble when managing online campaigns.

Want more information on how you can maximize your online spending through hyperlocal advertising? Contact us here!

Broad Street Interactive’s full transparency and premium placement are two examples of why not.

 

We’re always hesitant to describe what we do at Broad Street Interactive as an “ad network” for many of the reasons cited in this article. Broad Street Interactive is a different animal and it shows in the results we get for our clients. We’ve been ahead of the ad network game since the company was founded, focusing on partnerships and results rather than simply providing impressions or clicks for our clients. We offer hyper-local targeting, marketing, and reports for our clients that analyze each campaign’s results down to the last impression so that we can share information with our clients, such as which ad size was the most successful, which targeted market garnered the most impressions or clicks, and fully transparent reporting.

 

There are all kinds of ad networks—and Broad Street Interactive strives to be the best of the best by using our relationships with publishers and web sites to leverage the best results for our clients’ goals.