State of Local

CBS Outdoor has got a pretty cool new hyper-local, multi-platform test going on in New York that bears watching. CBS created a free 20-block WiFi area in Manhattan using billboards and bus stops to support the zone. Anyone accessing the WiFi on laptop or cellphone gets an ad-supported home page with local and national news, sports, weather, etc., and allows users to perform uber-local searches for area businesses, entertainment options and more. From an advertising perspective, only people within this somewhat limited geographic radius are going to see your ads, so the potential for conversion–or action–on behalf of the consumer should be at a premium. Health and weather permitting, all of these consumers are practically within walking distance. A deli could post a “half off on a Reuben” ad at 11:00AM and by 1:00PM be able to see the ROI on it’s investment. Can’t get much more immediate feedback than that.