Local Hero

Local Hero is the public system of placement of hyper local Internet advertizing. She allows to publish instantly banners on millions of the largest websites of Runet, limiting their demonstration by the small territory up to a quarter (the minimum radius – 500 meters). While traditional advertizing on the Internet is targetted a maximum to the city or even the region, using Local Hero advertisers can be focused on promotion in certain residential districts, avoiding demonstrations on inappropriate territories and need to overpay for them.

The AlterGeo company, the resident of Skolkovo Foundation, opened the system of placement of the hyper local Internet advertizing Local Hero which allows to publish instantly banners on all Runet in December, 2014, limiting their demonstration by the small territory up to a quarter.

Tightly geotargeted campaigns are started from the website http://www.localhero.ru in a self-service format: it is enough to designate a point on the map and to specify advertizing demonstration radius (from 500 meters – record accuracy). Local Hero instantly publishes the customer's banner through RTB systems (exchanges) on millions of the largest websites of Runet where it is seen on a desktop - and mobile devices only those Internet users who physically are in the preset area.

"Traditional Internet advertizing is targetted at most to the city or even the region. Local Hero allows to be focused on certain residential districts, avoiding demonstrations on inappropriate territories and need to overpay for them", – Baranchuk Anton, the CEO of AlterGeo company explains.

Exact geotargeting is provided by the hybrid system of positioning AlterGeo in the Russian market of technologies of a geolocation. It is already used by a number of advertizing agencies and networks within the complex campaigns. A new solution of Local Hero – a retail product which opens advantages of hyper local promotion of the widest audience and to any budgets. In particular, it is of special value for local business: the bulk of potential clients of restaurants, fitness centers, hairdressing salons, shops and other similar enterprises live, work or just happen near them.

It is expected that Local Hero will find broad application and in other spheres, for example in election campaigns. So, the technology was successfully tested on autumn elections to the Moscow City Duma: banners with the image of candidates were shown only in the territory of those districts on which they stood.

"Local Hero will attract in Internet advertizing a great number of new customers – the enterprises and the organizations which were earlier not gaining from it serious effect because of impossibility accurately to limit the target territory of promotion. Therefore it is possible to expect a new wave of growth of this market", – Anton Baranchuk believes.

Hyper local advertizing becomes more and more demanded in the world. Most often it assumes demonstration of declarations on mobile devices while Local Hero allows to place banners also on the PC and notebooks. In October Facebook announced in the fall of 2014 plans after start of hyper local advertizing on the website and started its testing in the USA. Local Hero does not limit clients to any specific platform and a framework of its audience thanks to integration with RTB systems and is already available in Russia.