AdViking has finally recovered (more on that later) enough from the Local Search Summit in Oslo to put finger to keyboard and round off the Vertical Zoom with a quick rundown on AdViking’s key takeaways.
As written previously Local Search Summit (LSS) is an invite-only session between various non-competitive Publishers who are at different stages of deploying a Local Search strategy.
The main points for AdViking were:
- Search is a Key Business Enabler
- Advertising Growth isn’t Just Search
- Paper is Dead. Long live Digital
- Direct Sales Force Publishers have become SEMs
Search is an Enabler
For the LSS publishers, is maturing quickly from a destination strategy into a key infrastructure play That is by having initially deployed a vertical strategy, people are realising that by having a broad horizontal search infrastructure it can enable Publishers to quickly build and deploy verticals, e.g.: Search driven hyper-local algorithmic digital newspapers.
Advertising Growth isn’t Just Search
Three main points to consider about this topic.
It might be obvious to most in the industry but one important recent penny drop is that Display is still here and not going away. There’s lots of examples out there but here’s one example from the IAB/PWC comparing 06 to 07 ad spending in the US.
One example is some current thinking that AdViking it putting into around Contextual and how it is probably going to be more effective for Contextual ads to move from the typical AdSense model of PPC and apply the inventory management algorithms of Display.
Paper is Dead. Long live Digital
One Publisher shared the fact that driven by demand from China, the cost of stock printing paper has risen to $1000 per tonne and rising. Until recently, it was typically established around $600. Obvious impact of this is that it’s getting more expensive to put anything to paper.
Another interesting point was that there is now an increasingly environmental push that is starting to have an impact. e.g.: The Norwegian government has banned the printing of the Yellow Pages book.
Direct Sales Force Publishers have become SEMs
It’s confirmed that Publishers are leveraging their feet on the street to become SEMs to their advertisers. From evidence at the LSS (e.g.: Directories are selling video ads created through partnerships with companies like Spotzer, Spot Runner) AdViking would go as far to say that they are becoming digital media agencies with a mix of selling directly to brands, agencies and the SME advertiser.
As for recovered, that’s a comment on the night time activities. First of all, due to excellent weather and the time of year – the sun didn’t really set and it was quickly 2am but felt like 11pm. That matched against the fact that AdViking had organised for everyone to stay at the new design hotel Grims Grenka and the nights for LSS was the ground opening parties on the rooftop bar which to quote one of the attendees, “this is amazing, it’s a supermodel party on the roof”!
Post-Script: LSS member, Irish Times have launched their new search service. It’s work going to have a look as they have done some great things with pushing Search forward. A Fuller View has more on A New Local Search Site in Ireland – ireland.com relaunched