Marchex`s Adhere is Here Ad Last - From Domains to Websites
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Ten years ago, there simply wasn't enough traffic on the Internet to expedite the development of local search. But now, the Internet is mainstream in every developed country in the world and high-speed connections are the norm. Businesses are desperate to advertise locally on the Internet and right now, there is no dominant platform to do so, not even via Google or Craigslist. And with online local ad spending estimated to go from $5 billion to $25 billion in the next decade, Marchex is in a prime position to capitalize.
The more traffic their sites generate, the more advertisers they will attract. They're hoping to create a more practical way for people to search for local services than a traditional search engine. For example, their site NewYorkDoctors.com allows you to refine you search for a doctor in several ways on a platform specifically designed to target New York doctors. “We're trying to empower people and local advertisers in underserved markets,” Horowitz says. “We have the chance to do something profound.”
Obviously local search is a completely different entity from general search because small, local businesses don't want to spend the time and money advertising through a general search engine, especially when their company name is so specific that it likely won't show up in a relevant search query. Marchex's Adhere aims to make local online advertising easier than it's ever been, and because they already have the traffic, businesses have no reason to shy away from such an opportunity.
Along with placement on hundreds of premium publisher websites, with several new locally focused sites yet to be added, advertisers will be showcased on their OpenList network as well. It will benefit national advertisers by allowing them to purchase ads online the same way they do offline, which is all in one lump sum. Smaller businesses can reach local customers through the OpenList search engine and gain a national base through the individual publisher sites. With Adhere, the focus is narrow, but the reach is great.
Next: OpenList >>
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