Kelsey Local Media Blog
Digital players are utilizing call measurement as a way to demonstrate ROI in real time. Along these lines, Telmetrics announced today at the Local Search Association conference in Las Vegas that its digital call measurement programs grew 30 percent year-over-year…
What to drive and where to live. Two important decisions for consumers. And two decisions generally enabled by phone and online leads from vertical search engines. How about chat? Since 2005 Contact At Once has provided online chat software to…
Local display ad provider iPromote has launched a new demand side platform meant to streamline ad placement for SMBs. Known as iPromote Local DSP, it will employ real time bidding to optimize placements and provide SMBs with easier access to…
We recently blogged about Marchex's acquisition of Jingle Networks, a move to own a platform that monetizes mobile voice search. Recently we were able to get a bit more color from Senior VP of Strategic Development Scott Greenberg. According to…
Yellow Pages Group CEO Marc Tellier thinks the next three years will bring more change for the Yellow Pages industry than the past three. And that's why he says he has built an organization that "isn't complacent." Tellier sat for…
When hyperlocal zeroes in on local marketplaces, it makes a lot more sense to me. Witness ShopBuffalo, an attractive new marketplace from The Buffalo News launched as a companion to Buffalo.com. The site has partnered with ShopCity and Hero, a…
The Yellow Pages Association is now the Local Search Association. The industry group unveiled the widely anticipated identity change today at its annual conference in Las Vegas. The logic behind this dramatic move is the association's members are repositioning themselves more broadly, and less…
Yodle, a third-party SMB reseller, was selected by MAACO to serve as its online marketing vendor for all MAACO franchises. MAACO is the largest provider of collision repair and auto painting services in North America. The announcement comes after MAACO's…
BIA/Kelsey moderated a panel on "the Out-of-Home User Experience" (click on image for link to streaming video) at MediaPost's Digital Out-of-Home Forum (DOOH) in New York. DOOH is the third-fastest growing ad medium after mobile and online video. Paul Lindstrom,…
Readers of this blog know we hang our hats on all things local -- search, social, mobile, Yellow Pages, newspapers, radio, TV, etc. But an entirely different (though related) form of local was brought to my attention yesterday as I…
Today at the AdTech show in San Francisco, Ariana Huffington's opening keynote focused on local as the venue where the best of social media and new journalism meet. This comes at a time when social connections are the construct of…
Instant deals designed for mobile consumers on the go look like the next big extension in the deals space. LivingSocial told AllThings D that it is offering instant $1 “Walk In” deals for lunch in its headquarters city of Washington,…
As it turns out, the daily deals landscape is more sophisticated than many first thought. New contours are emerging, each replete with opportunity and threat. Bluntly branding the space as "the next big thing" or a "can't-miss opportunity" lacks the…
Marchex announced today that it would pay up to $62.5 million in cash and stock for Jingle Networks, the 1-800 FREE411 ad supported service. With the addition of Jingle Networks, the Marchex Call Advertising Network will now have an annualized…
Actually, Hotpot isn't going anywhere, it's just shedding its name and being swallowed by Google Places. According to the Official Google Blog: It’s been incredibly exciting to watch Hotpot grow—the community has quickly expanded to millions of users who are…
Groupon has been reaching deep into the verticals, first with home and garden, which launched a couple of weeks ago. Now it is testing real estate leads via a Chicago offer with Dream Town Realty. As first reported by Crain’s…
ReachLocal announced Wednesday that it entered a strategic alliance with SureFire Search, a New Zealand marketing agency that works with small and medium-sized businesses. The move will expand ReachLocal's global presence, which includes online ad campaigns in the United Kingdom,…
After examining the totals for 2010 radio station sales, one could become depressed. Like 2009, the total amount spent on acquisitions hovered around $400 million, even with 2010 considered to be a year of some economic recovery. However, the final…
This is the first in a series of interviews we will be doing with executives focused on Social Local Media
While much has been made of how social media is changing consumer behavior, advertisers are struggling to keep up with and make sense of this shiny new toy. Matthew Goldman is the executive director of product management for subscription ad products at ATT Interactive (parent of YellowPages.com). Goldman is ATTi’s point man on social strategies for its advertisers.
What Products Are You Responsible For?
I am responsible for Consumer & Advertiser Products including IYP products, YP 360, websites, mobile websites and social media products.
How Does ATTi Think About Social Media Regarding Its Advertisers?
Social needs to be interwoven into everything. Three years ago there was hardly any focus on social within the organization, and perhaps in the industry. Now it’s everywhere and we’ve bought into that.
We are providing the basics. For example, when we build a website for an advertiser it will have FB like button and Twitter feeds. If you add video there are video sharing tools and virtual tours. In addition you can add a Facebook Fan page to your site.
What Are You Doing for Reputation Monitoring?
In August 2010 we rolled out our Online Presence Manager, which allows a business to review its reviews from a variety of review sites. We are private labeling Marchex’s platform and integrating it with ATT’s single sign-on. Any ATT customer who buys any ad product, including a bold listing in the book, is provided with ability to sign up for a free/lite version. The lite version limits the number of trends you can track and provides a monthly email summary of activity. For businesses that don’t get a lot of reviews, this is a good way to start. The paid version is about $30/month and includes unlimited history and alerts and competitor comparison view, so you can see how the guy across the street is doing. We are seeing pretty strong take rates and now have over 10,000 customers, many of which are paid.
ATTi’s Online Presence Manager Reviews Dashboard
Groupon gets much of the credit for "making coupons cool again." But it's the smartphone, with its inherent social, geo and touch capabilities, that may make them cooler than ever. By "cooler," we mean discoverable and relevant. The St. Petersburg…
