In a brutal overall online ad market, local is predicted to hold up better then other segments. It makes sense.
Local media companies are pouring all of their efforts into redefining their traditional media business models online. Their survivial depends on it. At the same time mobile and location based services are just starting to become more mainstream and easier to use. In a down economy people begin to ‘cocoon’ more, spending more time around their homes and staying local.
In the next 12-24 months, one potentially big bright spot across the economy, is with the companies that can figure out how to deliver real value to consumers, locally focused media companies, and local businesses at the intersection of local and mobile.
There’s a bunch of companies with potentially scalable platforms doing some interesting things in this space and whoever is able to keep costs low, grab market share now, and make it through the next few years will come out the other end having created alot of value and an incredibly strong market position.
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