The Kelsey Group

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Kelsey ILM Coverage: We have money to spend; help us spend it!

Thursday, November 29th, 2007

This was the resounding message from a session titled, ‘National Advertisers Going Local’. The session raised many interesting questions and challenges for online Local media.
So why are national advertisers at a Local conference?
1. They have big budgets - national advertisers currently account for 15% of local ad spend (not including Franchise or Co-Op money)
2. They […]

Kelsey ILM Coverage: The Cambrian Age of Search

Thursday, November 29th, 2007

Today finds me in Los Angeles, at Kelsey’s ILM’07 event, listening to a session titled “Convergence of Local Media and Directories”. The convergence, it turns out, is all about how consumers search for local services. The panel’s doing a great job hashing through what it might mean to have effective local search, and there’s disagreement […]

Kelsey ILM Coverage: Facebook Pitches Local Story

Thursday, November 29th, 2007

Facebook VP of Product Marketing and Operations Chamath Palihapitiya shared a powerful message for local advertisers today at ILM: We’re as big as the US newspaper audience, we’re doubling every six months, and you can setup a homepage in five minutes and reach our users for free.
In addition, the message to the big three search […]

Kelsey ILM Coverage: Convergence of Local Media and Directories

Thursday, November 29th, 2007

Giving users and consumers the opportunity to search the way they want while delivering the experience they want with the most relevant results is a continuing focus for IYPs. Combining local print media, portals, local listings & social networks, among others, has proven difficult when trying to gauge which of the many sources is more […]

Kelsey ILM Coverage: Highlights from the Kelsey/comScore UGC Study

Thursday, November 29th, 2007

Today’s session covering the Kelsey/comScore study on user generated content (UGC) was further evidence of the Internet influencing offline purchases.
The study asked participants how online user reviews found on most local sites (Citysearch, Open List, and Yelp) influenced their offline purchase behavior. Here are the results:

24% of users referenced using an online review to […]

Kelsey ILM Coverage: Tidbits from the Analyst Overview

Wednesday, November 28th, 2007

During this session Kelsey analysts Neal Polacheck, Matt Booth, and Peter Krasilovsky spoke about their recent 3 week excursion around the world with a “simple” mission of answering a couple key questions regarding online local advertising. Some of these lingering questions included:

What is Google doing with local?Is Yahoo! back on track?
Portals, friend or foe?
Can […]

Kelsey ILM Coverage: Let’s Talk SMB Adoption

Wednesday, November 28th, 2007

The Kelsey ILM show started out strong with its first session on why and how local businesses should be taking advantage of online SEM. The panel of speakers from Google, ReachLocal, Localeze, and Zvents and Topix brought a broad overview to the topic.
Zorik Gordon, the President and CEO of ReachLocal answered the “why” question succinctly: […]

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