• by Mark Walsh  @markfwal, September 27, 2010

In the last panel of the day focusing on hyperlocal marketing, Joan Gillman, president, Time Warner Cable Media Sales, pointed out the company is extending geo-targeting from TV to its online properties. One automotive brand is using that capability to target geographic zones where household incomes are $175,000 or more. Sounds like a high-end brand. She also mentioned marketers including financial services companies are using Time Warner's on-demand video offerings to cut back on telemarketing costs by combing local messaging with lead-generation through video pitches.

Looking ahead, Gillman added that structural changes are leading people to get local news from different sources, with attention shifting online. That trend is accompanied by demand for national advertisers to localize media to try to capture a fragmenting audience. “I think national is moving to local and local is moving to different pots of media depending on each performs.”