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Marchex Aims For Local Advertisers With ZIP Code Sites
by Shankar Gupta, Wednesday, Aug 10, 2005 6:00 AM EST
ONLINE MARKETING AND SEARCH OPTIMIZATION firm Marchex flipped the switch this week on 52 beta sites with highly populated ZIP codes as their domain names, including 10041.com for Manhattan and 90210.com for Los Angeles, in a bid to create ad inventory for local ads.
The idea is that consumers, hoping to find a useful site, will simply type their ZIP codes into the URL field and hope for the best. Admittedly, said Peter Christothoulou, Marchex's chief strategy officer, not many people navigate the Web this way. He added that Marchex, which owns more than 73,000 ZIP code domain names and populates each page with ads and local content, hopes the trickle of traffic to each site will add up to a torrent. "This is the power of a lot of small numbers--we don't really have that many people typing 90210 into their URL bar, but you do have some," he said. "These small numbers add up over time."
FULL STORY
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=32993&Nid=14862&p=297336
by Shankar Gupta, Wednesday, Aug 10, 2005 6:00 AM EST
ONLINE MARKETING AND SEARCH OPTIMIZATION firm Marchex flipped the switch this week on 52 beta sites with highly populated ZIP codes as their domain names, including 10041.com for Manhattan and 90210.com for Los Angeles, in a bid to create ad inventory for local ads.
The idea is that consumers, hoping to find a useful site, will simply type their ZIP codes into the URL field and hope for the best. Admittedly, said Peter Christothoulou, Marchex's chief strategy officer, not many people navigate the Web this way. He added that Marchex, which owns more than 73,000 ZIP code domain names and populates each page with ads and local content, hopes the trickle of traffic to each site will add up to a torrent. "This is the power of a lot of small numbers--we don't really have that many people typing 90210 into their URL bar, but you do have some," he said. "These small numbers add up over time."
FULL STORY
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=32993&Nid=14862&p=297336
