Gannett (parent of WKYC) and Yahoo! today announced a local advertising partnership that brings together Gannett’s strong local media organization brands, sales capabilities, and leading website audiences with Yahoo!’s high quality audience and display advertising leadership.
All of Gannett’s 81 local publishing organizations and seven of its Broadcasting Division sites will sell Yahoo! advertising inventory as part of Gannett’s local advertising solutions. As a result, local advertisers will benefit from expanded digital reach and audience targeting capabilities based on geography, user demographics, interests, and more against that expanded audience. In addition, Gannett will be leveraging the targeting and ad ordering capabilities of the APT from Yahoo! platform for local sales.
This partnership will extend Gannett’s local media organization reach to cover as much as 80% of the total digital audience in each market.
“This partnership builds on the strength of Gannett’s growing digital business and powerful local brands,” says Gracia Martore, president, chief operating officer and chief financial officer at Gannett. “Working with Yahoo! will allow us to offer targeted advertising messages with unmatched local audience reach.”
As part of the agreement, Gannett may also provide select local content for programming across Yahoo! properties in the U.S., including the Yahoo! homepage. A phased rollout will begin this quarter and will continue into 2011.
“Local advertising continues to be an important area of focus for us, and Yahoo! is committed to helping local businesses reach high quality target audiences,” said Hilary Schneider, executive vice president, Yahoo! Americas. “This partnership significantly expands our local offering and gives advertisers the technology and scale they need to reach online consumers.”
