As part of its focus on delivering solutions that serve the emerging areas of opportunity for GroupM clients and beyond, GroupM Search has announced the launch of GMS Local.
It is a digital solution that allows brands to connect with consumers in the neighborhoods where they live, work and play, says the company.
GMS Local is an advanced solution that utilizes a combination of paid, earned and owned media offerings. The solution delivers to advertisers the ability to be accurate and authentic in local conversation without solely depending on paid media to increase exposure.[ Also Read: Digital Gains amid Slow Ad Market ]
Additionally, through social listening and community activation, GMS Local will allow brands to shape a tailored response that will be genuine to a specific market, believes GroupM.
“What was once represented in a yellow book that arrived on your doorstep is now a fragmented mesh of digital outlets, each presenting opportunities and challenges for brands,” said Chris Copeland, CEO, GroupM Search.
“The current local search marketplace is filled with vendors focused on small to mid-sized business with a heavy dependency on paid media and search listings. GMS Local is constructed to focus on national advertisers that are focused on achieving authenticity and accuracy through their owned and earned media as much as their paid placements.”
As consumers turn to digital devices to access local information, consumer engagement in the local space is increasing, dramatically. This change in behavior has created new business opportunities that advertisers can take advantage of with the help of GMS Local, the company says.
GroupM Search is the search marketing specialist division of GroupM, the media buying and planning arm of WPP.