broad street interactive

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 is proud to announce our support of Austin’s 23rd Annual AIDS Walk. This year’s walk is October 17 and you can sign up to create a team here or donate directly to the cause here.

Broad Street Interactive has turned our blog “Red” for the remaining days until the walk. We have donated creative services for the online ads and donated ad space on our site as well as providing nearly 1 million online ad impressions on various media web sites in Austin through October 17 to help raise money for this worthy cause.

Would you like to turn your site red? Join us in our effort and We have multiple ad sizes and can get these ads running on your site right away. If you are an Austin web site and would like to help out the 23rd Annual AIDS Walk Austin by spreading awareness and generating support for this cause, you can get started by emailing us at mediaATbroadstreetinteractiveDOTcom or calling us at 512.275.6227 to obtain the code package to insert into your site.

Go ahead, turn your site red for a good cause!

Miss America will join us in Austin for the walk. Find out why she walks and why you should, too.

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.

Spending on digital media for local advertising will grow about 19 percent through 2014 and will be 25 percent of total local advertising, while money spent on traditional ads will continue to decline, according to new research from BIA/Kelsey. This “steady shift toward digital media” will see online/interactive media expenditure, at about $15 billion last year, reach nearly $37 billion four years from now, the study said.

What this means for our traditional media outlets dependent on print advertising revenue: Those who already have an online presence should ensure their sites are (a) advertising/code friendly, (b) inventory ready, and (c) maintaining or increasing user traffic/impressions. Traditional media outlets can make up for a loss in print advertising revenues with online revenue, but they must be able to accept ad codes and have the inventory and traffic (and an online media kit). It’s a new world out there and with an increasing number of people getting their news and information online, advertisers are heading straight for the web.

At Broad Street Interactive, we are strong advocates for local online publishers. We represent a network of over 2,000 local news content publishers and bring them together with advertisers trying to reach the important local audience. We are certainly “bullish” on the growth of online advertising budgets in the local space. If your brand is trying to reach the local audience, nationwide contact us for a proposal. We will show you how local can work for your brand.

We continue to see great results using our hyper-local ad distribution channel. Just this week, we’ve added over 150 new sites and 100 new cities to our network.

When our clients tell us they want to “go local” we know how to deliver. If you are an advertiser seeking penetration into local markets and brand lift in local communities, ask us how to deliver. We are negotiating above the fold, premium ad placements at CPMs that are competitive and fair for both the advertiser and the publisher.

Here’s out latest Coverage Map. See a geographic area where you have customers?

One of my favorite presentations about emerging technology and the rapid rate of change it creates in business and our world was recently updated and set to music. It’s a compelling story that I use to open the conversation about what it all means and how is your business embracing the change while at the same time sifting through the clutter to make sound business decisions.

Just because it’s flashy and new, doesn’t mean it will generate ROI for your business. For all of the change and fast pace of new media, sound business decisions and strong business acumen are at the root of successful companies.

That being said, watch the show.