Name of local targeting product:
Local Media Network (LMN) (www.localmedianetwork.com)
What types of local properties do you work with, and in what size markets?
LMN works with local TV stations primarily, but has expanded into newspapers, cable systems and other local media companies that use internet technology, such as content management systems, video solutions and/or auto classifieds products. LMN also has relationships with local media companies that simply want to be part of the LMN network. LMN has more than 180 sites in its network and covers more than 85 percent of the United States. Its media partners cover markets one to 200.
What level of targeting can you do beyond geo?
In addition to Designated Market Areas/site/ZIP code targeting, LMN offers content/site section targeting, behavioral targeting and dayparting, as well as run of network.
What types of special advertising "products" or unique campaigns can you get for advertisers?
Its local media partners are the largest producers of local news text and video content. These stories are managed by news directors in the market, so the content is extremely relevant to the community. LMN offers banner advertising adjacent to this content as well as significant pre-roll opportunities.
Since LMN hosts most of its local sites, LMN is also in a position to offer advertisers unique content sponsorship and integration opportunities. LMN has a national content team that centrally produces and publishes national stories, as well as sponsor content and sweepstakes, across more than 120 local news websites.
In addition, this year LMN will be producing national lifestyle video channels that will be available for sponsors.
What types of ad units do you sell?
LMN offers IAB standard units, video, rich media, content sponsorships and custom content integration. In addition, LMN provides advertising in 400,000 daily emails that consumers opt-in to receive. This includes news, weather and traffic updates. Mobile advertising is in development and will be launched soon.
What benefits can you deliver the properties that you work with?
LMN brings them national advertisers which would not have the staffing to contact each station individually. Its sales organization provides the quick turnaround that agencies demand, and stewardship/performance and maintenance that would be difficult for a local team to manage. LMN also centrally serves and administers all advertising and incurs all additional costs to maintain client relationships. LMN manage the entire process from presales to campaign launch and optimization.
What types of advertisers do you work with?
Pharmaceutical, travel and tourism, auto, financial, retail, insurance, consumer packaged goods, restaurants, telecommunications, consumer electronics, home furnishings, entertainment, as well as online classifieds.
How do advertisers know where their ads are showing up?
LMN is transparent, providing an updated list for the advertisers who run across the network and for those who are looking for specific regions or markets they pick from a list.
How can you slice up your network?
Any way the advertiser wants. You can buy LMN nationally, regionally, market-by-market or by site.
How do you differ from your competitors?
"Our relationships with our local media partners go beyond a simple rep agreement. In fact LMN hosts over 75 percent of the sites in our network and serves all the advertising centrally through LMN. Local media companies also use our content management system, video technology and auto classifieds solutions to power their sites, further enforcing our relationship. Therefore LMN is on the publisher side, and owns the majority of the ad inventory LMN offer to the marketplace. Local buying services, such as Centro, or rep firms have to secure inventory from us. In addition, LMN enables marketers to run national campaigns across the entire network (RON) while also allowing them to target specific creative to individual markets should they have geo-specific goals. LMN can therefore be considered for both national and local ad buys," says Allison Bodenmann, EVP national sales for LMN. "Unlike specific broadcast networks such as NBC who are restricted to offering advertisers their local stations, LMN's network comprises affiliates of all networks be they ABC, NBC, CBS and Fox."