This week LocalMediaInsider released four reports on one topic: Audience extension.
But the most exciting part of audience extension is the recent availability of mobile GPS-targeted ad networks: That is, media can now sell campaigns that allow merchants to reach people nearby, who may be looking at a variety of different media on their cell phones, even if the destination site is not owned by the media company.
It could be a weather app they signed up for in a different state, or even ESPN. But ad networks now allow media to infill premium inventory in very specific areas - and that means gps-targeted zones within DMAs.
Robert Granfeldt, President and Publisher, Montgomery Advertiser, said he got a "yes" on every call when he asked merchants if they wanted an opportunity to reach everyone within a two mile radius with ads on their phones. It was a great lead in to sell multiple products, starting with, but not ending with, geo-targeted campaigns.
This month's Top Ad winner, The Naples Daily News, also understands the possibilities, selling a $126,000 campaign to a group of 30 local restaurants, by geo-targeting areas around their stores, also via a partnership with ad network Centro Lift.
And more companies are catching on.
Propel Marketing, the digital agency of Gatehouse Media, Inc. leads with mobile on almost every new sales call.
At the recent Social + Mobile Conference, Propel's regional sales director, Mike Martin, said he advises reps to simply check local businesses mobile web site before walking in the door.
93% of SMB's do not have a mobilized web presence, so that provides an instant opportunity to get the attention of a business owner, a "yes" to build a mobile site, and maybe more: a basic SEO and reputation management package, and, well, you get the drift. This a huge opportunity in a highly competitive space.