“Targeting Local Markets,” New IAB Interactive Advertising Guide Premieres at MIXX 2010

Supplies Critical Tools for Advertisers to Tap Into Power of Local Audiences

MIXX Conference & Expo 2010
NEW YORK – Brand marketing and advertising have been transformed by digital media’s capability to target consumers, nationally and locally, with precise messaging. But many have not yet fully exploited the power of interactive to reach geographic segments. The Interactive Advertising Bureau (IAB) released “Targeting Local Markets: An IAB Interactive Advertising Guide,” a comprehensive resource designed to help marketers and agencies target local audiences through interactive advertising. The announcement was made at the IAB’s sixth annual MIXX Conference and Expo in New York City where leaders from across the marketing and advertising industry converge for the industry’s largest digital media summit.

“There is a huge, untapped opportunity in local online advertising,” said Randall Rothenberg, President & CEO, IAB. “‘Targeting Local Markets’ will provide critical guidance to the industry on localizing advertising efforts which quite simply allows brands to connect with consumers where they are most likely to buy them and that’s a benefit to everyone.”

Targeting Local Markets” examines methods offered by online publishers and includes:

IP-Based Geo-Targeting
Search Targeting
Explicit Profile Data Targeting
Behavioral Targeting (Implicit Profile Data Targeting)
Mobile/Location-Based Targeting
Contextual Targeting
“There is a large percentage of consumer spend that happens within a few miles of the home, which means there is a real benefit for the online ecosystem to continue to develop better tools to drive local advertising,” said Victor Wong, CEO, Paper G, and co-chair of the IAB Local Committee. “‘Targeting Local Markets: An IAB Interactive Advertising Guide’ is an important first step in providing marketers and agencies with the tools needed to grow those opportunities.”

“In developing ‘Targeting Local Markets’ we provided examples for both national and local advertisers to implement various strategies to reach local audiences,” said Ed Darmanin, VP Sales, The Weather Channel, and co-chair of the IAB Local Committee. “These are illustrations of targeting techniques that marketers can use in their own local efforts that will drive growth and demonstrate how digital media can be deployed in new ways to reach local audiences.”

About the IAB’s Local Committee:

The mission of the IAB Local Committee is to communicate the value of online local interactive advertising to national and local marketers and to provide tools for publishers to effectively monetize their local ad inventory. A full list of Committee member companies can be found at: http://www.iab.net/local_committee

This document can be found on the IAB website at: http://www.iab.net/targeting_local

About the IAB:

The Interactive Advertising Bureau (IAB) is comprised of more than 460 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.