Think Local!
This snapshot was taken of a Lexus TV commercial when I was in Houston this weekend. If you look closely you can see that when the ad showed the in-dash weather functionality, it was a Houston weather forecast. I haven’t been able to confirm whether this national Lexus ad shows Houston in all markets or if it shows the market in which the ad is airing. Location-based social software startups, such as Moximity, are particularly well positioned to capitalize on this hyperlocal advertising trend. An article in today’s WSJ titled Niche Web Sites Buck Media Struggles suggested media buyers are still purchasing ads in startups that feature narrowly targeted content. Mashable recently reformatted their home page to host fewer but more targeted ads. For those that rely on advertising revenue, the lesson is a classic one: quality not quantity.
