{"id":462398,"date":"2010-03-23T14:05:13","date_gmt":"2010-03-23T18:05:13","guid":{"rendered":"http:\/\/gigaom.com\/2010\/03\/23\/google-and-yahoo-face-off-over-local-ads-2\/"},"modified":"2010-03-23T14:05:13","modified_gmt":"2010-03-23T18:05:13","slug":"google-and-yahoo-face-off-over-local-ads","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/462398","title":{"rendered":"Google and Yahoo Face Off Over Local Ads"},"content":{"rendered":"

Yahoo this week described itself to Forbes.com<\/a> as “laser focused” on bringing local brand advertisers online. Meanwhile, Google’s director of mobile advertising, Diana Pouliot, told<\/a> an audience at a CTIA<\/a>-related event that a third of mobile Google searches are now related to the location of the searcher.<\/p>\n

\"\"<\/a>It’s no secret<\/a> that local and mobile advertising are growth areas — Borrell<\/a> recently projected that location-based mobile spending would grow to $4 billion in 2015 from $34 million in 2009 — but now both giants and startups are rushing to get their ducks in a row. Yahoo says it wants to bring on national chains like fast food restaurants that advertise regionally, but often spend just 1-2 percent of their budgets online. “Local display is about to take off,” Lem Lloyd, Yahoo’s VP of channel sales for North America, told Forbes.<\/p>\n

At the same time, Google wants to expand advertising formats to accommodate local intent and incorporate interactive features like navigation. For instance, the company recently added<\/a> in-stock local inventory indicators to mobile product search, similar to what Milo.com<\/a> offers. Yet online ad categories are often won by new entrants<\/a>, as was pointed out in a GigaOM guest column this weekend.<\/p>\n

Now would be a good time for one of the hype-y mobile social networks like Loopt, Gowalla and Foursquare to cut a favorable ad deal — or something tighter than that — with Google or Yahoo.<\/p>\n

Related research from GigaOM Pro (sub req’d):
\n<\/strong><\/p>\n

Location: The Epicenter of Mobile Innovation<\/a><\/p>\n

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\n<\/img><\/a> <\/img><\/a> <\/img><\/a> <\/img><\/a> <\/img><\/a>\n<\/div>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Yahoo this week described itself to Forbes.com as “laser focused” on bringing local brand advertisers online. Meanwhile, Google’s director of mobile advertising, Diana Pouliot, told an audience at a CTIA-related event that a third of mobile Google searches are now related to the location of the searcher. It’s no secret that local and mobile advertising […]<\/p>\n","protected":false},"author":673,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-462398","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/462398","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/673"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=462398"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/462398\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=462398"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=462398"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=462398"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}