Agreement Creates Unique Opportunity for National Advertisers to Reach Local Consumers Through Neighborhood Digital Platform
In a move that will make it easier for national advertisers to reach customers digitally in their own neighborhoods, Geomentum, the largest hyperlocal advertising agency in the nation, will partner with AOL’s Patch, giving Geomentum’s clients access to new digital solutions available on Patch’s network of over 800 news, information and community sites.
Under the agreement, Geomentum, a division of IPG’s Mediabrands and a specialty local media practice focused on driving customers into local stores and driving leads to service providers, will align with Patch to deliver scaled digital advertising solutions to its clients through the creation of locally versioned, hyperlocal advertising campaigns on Patch sites.
“Establishing partnerships with agencies is one of the pillars of our strategy for monetizing the remarkable platform we’ve created with our sites,” said Warren Webster, President of Patch Media. “We want to help marketers connect directly with engaged and passionate customers in Patch communities. We are particularly pleased that Geomentum, with its impressive list of clients and keen understanding of the local market, is our first national agency partner, and we look forward to working with them to serve both their clients and our communities.”
“Combining Geomentum’s precise, ZIP-level planning and targeting with Patch’s rich neighborhood content gives us a unique vehicle for delivering localized, digital messaging in an engaging way to thousands of neighborhoods,” said Sean Finnegan, CEO of Geomentum, “We’re looking forward to working with Patch to deliver a local digital solution that scales to meet the needs of our national clients, and we’re equally eager to align our retail experience with AOL’s local digital expertise through the Patch partnership.”
Over the past three years, Patch has grown to be one of the premier providers of local news, information and community sites. Patch is now in more than 800 communities, in 20 states and the District of Columbia. It recently announced the launch of Patch Latino in late 2011, as well as 33 new sites in Iowa, New Hampshire and South Carolina (the first caucus and primary states of the 2012 presidential election season).
Patch is a natural fit for Geomentum, which specializes in media planning for major advertisers with national networks of stores, restaurants and service areas. Geomentum is the largest North American local media agency and has decades of experience creating momentum for global brands with a local presence. Together Patch and Geomentum will work to produce research and analytical tools that highlight the effectiveness of using local online media as a sales tool and lead source. By adding a digital news and information component to its other local services, such as mobile, social, newspaper, radio, addressable television and out-of-home ad placements, this partnership with Patch will accelerate the newspaper-to-digital migration process that Geomentum is leading for the nation’s most active retail clients.
Specific terms of the agreement were not disclosed.
Geomentum (linkedin.com/company/geomentum), a division of IPG’s Mediabrands, is the largest hyperlocal advertising agency in the nation, managing two billion in local billings annually for the most active national retail, restaurant, hospitality and CPG brands. Geomentum delivers intelligent local activation, enabling national brands to deepen their local presence through full-service media solutions such as Grand Opening and Site Selection. As part of the Interpublic Group of Companies, Geomentum has seven U.S. offices and employs 400 creative local strategists and innovators. With the mantra, “Own the Neighborhood,” Geomentum offers a full spectrum of localized media services that can be scaled across thousands of neighborhoods and business locations. Geomentum was recently awarded “2010 Hyper-Local Agency of the Year” by the editors of MEDIA magazine.
Patch.com, part of AOL Huffington Post Media Group, is a platform of hyperlocal news, information and community sites managed by professional local journalists, photographers, and videographers. The premier online destination for residents who want to participate in discussions, post information and announcements, and get involved in their communities, Patch features comprehensive and trusted local coverage as well as user interaction and engagement between business owners and consumers. Patch is now in over 800 communities in 20 states plus Washington, D.C..