Letters: Meet the locals

Your article ‘New leverage in local media?’ rightly highlights the massive opportunity presented by the local TV revolution for brands seeking to reach new audiences.

Over the past year we have worked closely with the Local TV Network to create a sustainable model for local channels that has broken down prohibitive barriers to entry such as high infrastructure costs and difficulties commercialising output with advertising.

Through this collaboration, local TV is being revitalised, bringing new value to over 12 million homes across the country – but also opportunities for large brands that want to focus on regional audiences and local SMEs looking to expand their reach.

Ed Hall, chief executive, Comux 

iBeacons need to shine

After reading ‘Youths discern a discord in digital’ I was interested to see that store integration wasn’t an option in the ‘Most popular future technologies’ chart, especially as discounts and offers are the most useful to a young audience. Bluetooth in the form of iBeacons is the platform to allow brands to push location-specific data to trigger content display in their own native apps. Of course, the user could delete the app, turn off Bluetooth and change settings, but will they, for fear of being excluded from their social circle? After all, the fear of missing out both informally and socially is the teenager’s true addiction.

Jonathan Lovatt-Young, head of service and experience design, Tribal Worldwide

 

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here