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Case StudiesHyperlocal is increasingly being hailed as the approach that will leverage the strengths of existing mass media, such as print, radio TV and Cable. The Guardian newspaper of the UK pegged it as a major trend in media for 2010. One media analyst told CNN that over 800 community news sites had been launched since 2004. By targeting mom and pop advertisers that were never large enough to advertise anywhere other than local phone directories no-one now is too small for a well targeted affordable local ad. Media analyst estimated that the market of these untapped advertisers could be worth US$32 billion by 2013 in the US alone. But one of the key areas of growth are national and regional multi –site businesses and national service businesses seeking to increase response and conversion rates by localizing the offers. Real world results with national advertisers on the hyperlocal network of sites run by a regional television in Australia showed response rates at 70 times greater than IAB industry average for standard display advertising. Multinational media conglomerates like CNN, MSNBC and AOL are taking note. They are acquiring or investing in hyperlocal initiatives as well as other local-news aggregators. According to Mathew Honan of Wired, knowing the location of users and tageting them “has the potential to change where we shop, who we talk to, what we read, what we search for, where we go – they all change once we merge location and the Web." According to Marian Salzman CEO of EuroRSCGWorldwide “the Web is worldwide, but its emerging power is hyperlocal. This is the space where what's virtual (online) meets what's tangible (offline), with each reinforcing the other” Below are a couple of hyperlocal sites that demonstrate the benefits of combining TV and online through a network of hyperlocal websites.
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