Geotargeting (Old School)Link to December 2 ClickZ article, "Geo-Targeted Display Ads Set for Growth".
Excerpt: The market for geo-targeted display ads is poised for aggressive growth over the next few years, from $897 million in 2008 to more than $1.9 billion in 2013, according to digital media consulting firm BIA/Kelsey.
Geo-targeted ads -- banners that are presented only to people logging on from a particular region, or that appear different depending on the location of the user -- currently represent only about 10.2 percent of display ad units, according to BAI/Kelsey, which is based in Los Angeles.
But that share will increase to 15 percent by 2013, the firm says, as advertisers look for cheap alternatives to search ads and publishers and ad networks look for creative ways to unload a glut of display inventory.
"Resellers like AT&T and the Yahoo Newspaper Consortium...are going to start to sell these geotargeted display products because the search CPCs are really high," said Matt Booth, SVP and program director at BIA/Kelsey. "If you're a reseller, you're buying a search click for $2 and you can get 1,000 impressions for 45 cents, the economics are in favor of shifting to this market."
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