Defining Local: Last Mile Advertising
March 25, 2014 | Contributed by: Neg Norton
After interviewing executives from a range of advertising agencies, platforms and experts including R/GA, Sears, Twitter, Microsoft, YP, Groupon, Mashable and the IAB , we found that there is still a lot of confusion around what “local” actually means. Overall, the feeling is that the local space isn’t clearly distinguishable from advertising as a whole, but there is a strong conviction that it could and should be.
This is where we believe “Last Mile” can bring some clarity. In my blog post on Street Fight, I define the Last Mile Advertising space and explain the three pillars that make up this space: Seek, Discover and Consider.
Tags: advertising, Consider, Discover, Groupon, IAB, last mile, Last Mile Advertising, local ad space, local advertising, Local Search, Local Search Association, Mashable, Microsoft, R/GA, Sears, Seek, Street Fight, Twitter, YP