Targeting Key To Online Ad Growth
The growth of locally targeted online ad sales will be continually stunted until it becomes easier for advertisers to reach consumers.
That was the word Tuesday morning from Payam Zamani, founder-CEO of Reply.com, the online auction site, who spoke at Borrell Associates’ Local Online Advertising in New York.
As it stands now, processes for connecting businesses with local consumers -- search engines, for example -- are often muddled “potentially to a point that could make online advertising a novelty,†he said.
Reply.com, Zamani said, has developed a process of connecting businesses and consumers based on a relatively simple premise: asking them what they want.
Reply.com users, he explained, basically input what they want to buy and where they want to get it. That, in turn, creates very targeted groups of consumers that companies can reach.
That reaps opportunities for companies like Ford, for example, which uses the site to promote dealerships among car buyers in specific markets, Zamani said.
And with more than $100 billion in total local advertising dollars up for grabs, creating the means for getting more of those dollars is well worth it, he said.
“If given the right solutions, the local piece can grow much more rapidly on the Web,†he said.
Zamani said creating such solutions should pique the interest of the range of sectors of businesses that stand to benefit from increased online advertising.
“The evolution of online marketing hasn’t ended,†he said. “We need to come up with ways that can make it consumable for local advertisers, and locally targeted advertisers, who find it too hard.â€
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