Browser technology has allowed location detection for many years based on ip address. But it is only in the last few years that this technology has become accurate enough to justify betting marketing money on its ability to display ads only to those web surfers in your market.

Most Rent to Own companies operate fewer than 5 locations. National online advertising is ineffective if your target market exists only in a single market or region. Enter locally targeted online ad campaigns.

Browser technology has allowed location detection for many years based on ip address. But it is only in the last few years that this technology has become accurate enough to justify betting marketing money on its ability to display ads only to those web surfers in your market. Learn more about city-level or regional targeting.

According to the US Online Local Advertising Forecast, 2007 – 2012, released by JupiterResearch, local display and search advertising are poised to grow 18 percent and 16 percent, respectively, during the next five years.

Locally targeted online advertising will add exposure incrementally, it will not replace traditional media. "Although traditional media such as newspaper and local broadcast are facing new challenges regarding their business models, local advertising in these media mainstays is not a dying market," explained Lead Analyst Barry Parr, Media Analyst for JupiterResearch. "The ability to assemble relatively larger general audiences will remain a principal advantage of traditional media."

As search engines, local sites, and local businesses continue to improve their use of simple search engine optimization techniques, the use of search to find businesses and services in the local market will continue to grow. Because the local online market is fragmented and depends on search engines for traffic, local media must learn to work in an environment increasingly dominated by the search bar and prepare for an eventual face-off with national competitors. During the next five years, JupiterResearch believes local advertisers will become increasingly aware of online advertising as an option, have more opportunities, and gain access to improved tools for creating and managing their online marketing.

"At this point, most local advertisers are not marketers and do not have the time or resources to manage, let alone optimize, online advertising campaigns," said David Schatsky, President of JupiterResearch. "Although search is increasing its impact on the local market, it still demands a degree of sophistication unavailable to most local advertisers."