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