Ad network Addiply teams up with About My Area hyperlocals

Local digital advertising exchange Addiply has partnered with About My Area, a network of commercial community news and what's on sites.

The move has dramatically increased Addiply's offering, providing an additional 2,600 advertising opportunities targeted at particular postcodes. 

Addiply now maps and geolocates every publisher in the About My Area network, a network of hyperlocals launched in 2005 that allow so-called citizen journalists to add content and offers franchises to those wanting to make money from advertising.

People clicking on any of the hyperlocal areas in About My Area (such as Bishop Auckland ) will now see an opportunity to buy Addiply ad space, providing companies with a chance to target particular communities.

"Now TescoExtra or the Co-op can 'see' an advertising opportunity in every postcode; hyperlocals are now 'visible' to national brands seeking local spaces," Rick Waghorn founder of Addiply told Journalism.co.uk.

Waghorn said the model has possibilities for the health service, allowing campaigns to target a message at a specific postcode, perhaps a very local area with high teenage pregnancy or heart disease.

James Rudd, a franchisee (running this site for Towcester) who last month took over as managing director of About My Area, said: "What makes the offering unique is you can target advertising and content just in those postcodes."



The map showing the 2,600 advertising opportunities, roughly the same number as postcodes in the UK, shows a blue pin for each About My Area advertising opportunity, the hyperlocals previously using Addiply are shown in red.

"What we are trying to demonstrate is transparency and simplicity that stretches from Land's End to John O'Groats," Waghorn said.

Waghorn hopes to "re-route spend by national ad agencies" by offering a "cost effective, highly efficient solution that as a by-product can start to sustain local journalism."

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