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interactive local media


Interactive Local Media Advisory

Local Match' Expands the Reach of Geotargeted Search
Greg Sterling and Neal Polachek , 6/30/2004

Summary: Overture, the company that originated performance-based online marketing, has introduced its long-awaited local paid-search product, Local Match. The offering is designed to deliver more locally relevant commercial search results to consumers. It will do this through a network of distribution partners that includes Yahoo!, MSN and InfoSpace. Overture also seeks to simplify the process of geotargeting paid search campaigns for both large national brands and small-business advertisers. The most novel aspect of the program is that it allows potential advertisers without Web sites to participate in paid search.

Together with recent initiatives by Google, FindWhat and numerous online directory publishers, the launch of Local Match illustrates the increasing attention being paid to "local," a category worth US$90 billion in the offline world. But getting advertisers - especially small businesses - to sign on will be at least as challenging as building the back-end technology and getting distribution partners to make the necessary efforts to show consumers the way to a better local online shopping experience.

Copyright � 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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