How valuable is hyperlocal to marketers?

The hyperlocal ad segment continues to expand with new offerings from specialty firms, such as ZipLocal, which has unveiled a new LocaLeads tool, as well as major online players, such as AOL and Yahoo! However, Gordon Borrell, CEO of Borrell Associates, questions whether hyperlocal’s emphasis on news content will offer ROI to marketers, whom he says are more concerned with reaching a specific “audience” with “certain [consumer] characteristics.”  Brandweek


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