This pay-for-performance model for local advertising is what small businesses have been attracted to.
And small businesses can get benefits from a new form of local advertising, he said.
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For local businesses, the services are thought of as a new form of local advertising.
Altman thinks the virtual loyalty card concept is a better model for local advertising than search engines.
Regional managers were empowered to make calls on things like pricing and the message communicated in local advertising.
Yelp, foursquare, and AmazonLocal are all trying to reach the local advertising market, and could over time fill this gap.
Mr McClendon himself acknowledges "local advertising is going to be a critical part of any mapping or local search experience".
While they also have their eye on display advertising, they are clearly making a push to local advertising, as well.
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Yelp generated 70% of its revenue in 2011 from local advertising, 21% from brand advertising, and 9% from Deals and other services.
Google, for its part, is putting out new features in Android that will make it stronger in location services, including mapping, 3D, and local advertising.
The lower screens are dedicated to New York City's local street life and communities, with local advertising and community message boards as well as the telephone.
Mr. CHRIS SACCA (Google): We think San Francisco can be a great test bed for the development of new applications, services, local advertising, all kinds of really cool community-based services.
The removal of neon hoardings along Chang'an, for instance, has pushed some local advertising companies to the brink of bankruptcy as they were obliged to reimburse multinational clients.
To those who think that South African culture has little to offer besides beer, rugby and khaki shorts, the recent record of local advertising agencies offers a stern rebuke.
Unlike some other forms of local advertising, the system would allow Google to prove whether ads targeted at certain groups of people led directly to in-store sales, these people said.
The opportunity to offer targeted advertising based on a user's location should help these and other firms win a slice (or in Google's case, expand its slice) of the huge market for local advertising.
They assumed they had a lock on local advertising to individuals with their papers' classified ad departments, and on major advertisers like auto manufacturers, auto dealers and movie distributors and theaters with their display ads.
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In its fourth-quarter earnings call last week, the company described local mobile advertising as a "huge" opportunity.
Local television advertising in America has been hit much harder, owing to the car industry's woes, especially the bankruptcies of Chrysler and General Motors.
Yelp generates revenue mainly from local business advertising, display advertising and from additional services like Yelp deals, and deals with reservation services like OpenTable.
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Time Warner Cable Media, the advertising arm of Time Warner Cable, offers national, regional and local companies innovative advertising solutions.
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The site specializes in advertising local employment for job hunters in 41 metro areas across the country.
He added that they were also investigating the costs of advertising for local businesses.
It would feature weekly happenings around Philly and include interactive advertising for local restaurants and shops.
It's one that advertisers see, resulting in sections "fat" with advertising from local grocery stores and mom-and-pops.
He now spends on image advertising and local promotions--from trotting out the lobster truck at schools to sponsoring Reba McEntire concerts.
The Hong Kong Tourist Association, for instance, focuses some of its advertising on local people, stressing the economic benefits of making visitors feel welcome.
Ford intends to have a global theme this time, but does not rule out tailoring some advertising to local markets where it is felt appropriate.
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