June 11, 2006
"Next generation" advertising has been an area of keen interest for me over the last few years, and one way or another has had something to do with pretty much every investment I've made in the Digital Media sector.
Most of the activity in this sector has focused on large national advertisers.
Recently, however, it seems like a bunch of startups are starting to go after the more elusive, but gigantic, market for local advertising. Most would agree that there is lots of opportunity for whoever figures out how to crack the local advertising nut, and take a chunk of the billions of dollars spent every year on Yellow Pages, local broadcast and local cable advertising.
A bunch of early efforts in this vein were failures, but my hunch is that this time around there are going to be some pretty big winners. Spotrunner (quick and cheap ads for local cable), Jingle Networks (ad supported Directory Assistance) and MerchantCircle all are early stage companies doing some pretty interesting stuff with local advertisers.
I think I am willing to take a bet or two here. Stay tuned to see what happens…
And, more importantly, let me know if you are doing something interesting with local advertising on the digital platform, and/or if you know of interesting projects/people/research I should know about. Feel free to comment or send me an email at email@example.com.