Magazine article Editor & Publisher

Mediabrands Gets Hyperlocal with 'Geomentum'

Magazine article Editor & Publisher

Mediabrands Gets Hyperlocal with 'Geomentum'

Article excerpt

In a bid to help marketers execute highly targeted strategies across the fragmented media landscape, Interpublic Group's Mediabrands has launched a practice called Geomentum.

The new unit offers consulting, research, planning and activation for traditional and emerging channels in the so-called hyperlocal sector. Basically, hyperlocal media include all outlets that allow clients to target customers in regions smaller than a Nielsen TV market (DMA). Specific ZIP codes, city blocks or even individual households come into play, with ad messages delivered via interactive TV, zoned editions of newspapers, Yellow Pages, outdoor media and local search.

Dave Walker (pictured above) has been appointed CEO of Geomentum. He will continue to oversee sibling newspaper planning and buying specialist NSA, which now becomes part of the Geomentum operation along with several other specialty units such as outdoor-advertising shop OSI and Wahlstrom, a firm that focuses on directory marketing, mobile, search and social networking.

In July, Mediabrands hired John Ross for the new position of president of its Emerging Media Lab. In addition to running the lab, Ross is tasked with developing a broader retail practice, and he will work closely with Geomentum to reach that goal.

Combined, the specialty units under Geomentum's purview account for $2 billion in annual spending by IPG clients, or about 20 percent of those clients' total media expenditures.

According to Walker, about a half-dozen IPG clients have signed up for Geomentum services, and the unit will pitch other current accounts while also aggressively pursuing outside prospects ranging from national corporations to neighborhood businesses. …

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