Skip to main content

Citysearch Unleashes CityGrid, A Massive Local Advertising And Content Network




The momentum around local online advertising is growing, especially with the expansion of the Web to mobile devices and flowering of Geo-mobile apps which need a way to make money. Today, Citysearch is throwing its hat into the local advertising ring with teh launch of CityGrid, a set of APIs which makes all of Citysearch's local listings content and advertising available to other Websites and mobile apps. The APIs include more than 15 million local business listings, 3 million user reviews, and access to 500,000 local advertisers looking to reach people near their places of business.

I sat down with Citysearch CEO Jay Herratti at IAC headquarters in Manhattan to get an overview of CityGrid (watch the video interview above). Citysearch itself is a 12-year-old site which Herratti has been updating, but it is not really growing much anymore and it is feeling considerable competitive pressure from Yelp and, even more so, from Google Local.

To counter that pressure, Citysearch already distributes its local listings content to about 100 sites and mobile apps with a collective reach of 100 million people (about a quarter of that is Citysearch.com). "I thought what if I took all the tools that we put together to build Citysearch and put it on a platter, an API and web services layer," says Herratti. Specifically, he is referring to all the descriptions of local businesses, the reviews, photos, videos, hours of operation, offers, menus, metered phone numbers, merchant messages, and more. "What if I open that up to publishers big and small?" he asks. "I let them take it and enhance their experience, and get more pageviews."



The momentum around local online advertising is growing, especially with the expansion of the Web to mobile devices and flowering of Geo-mobile apps which need a way to make money. Today, Citysearch is throwing its hat into the local advertising ring with teh launch of CityGrid, a set of APIs which makes all of Citysearch’s local listings content and advertising available to other Websites and mobile apps. The APIs include more than 15 million local business listings, 3 million user reviews, and access to 500,000 local advertisers looking to reach people near their places of business.


I sat down with Citysearch CEO Jay Herratti at IAC headquarters in Manhattan to get an overview of CityGrid (watch the video interview above). Citysearch itself is a 12-year-old site which Herratti has been updating, but it is not really growing much anymore and it is feeling considerable competitive pressure from Yelp and, even more so, from Google Local.


To counter that pressure, Citysearch already distributes its local listings content to about 100 sites and mobile apps with a collective reach of 100 million people (about a quarter of that is Citysearch.com). “I thought what if I took all the tools that we put together to build Citysearch and put it on a platter, an API and web services layer,” says Herratti. Specifically, he is referring to all the descriptions of local businesses, the reviews, photos, videos, hours of operation, offers, menus, metered phone numbers, merchant messages, and more. “What if I open that up to publishers big and small?” he asks. “I let them take it and enhance their experience, and get more pageviews.”


You can see elements from Citysearch listings already scattered throughout the Web. A New York City bar like The Ainsworth, for instance, will have a CitySearch page, but the same summary description and reviews will show up in a Bing search, on Local.com (with a Citysearch photo), Urbanspoon, Yellowpages.com, MerchantCircle, and so on. Other existing partners include Mapquest and mobile apps like Loopt and Buzzd.


Tons of Websites and mobile apps would love to have access to this database of content to build out their own sites and apps, and now they can via CityGrid. But much of this content is also advertising. Citysearch operates on a pay-per-action model. Local merchants can sign up to get sponsored spots in search and elsewhere, and they pay for things like every time someone clicks on their menu, a video, their own merchant description, or makes a phone call for a reservation. They are paying for leads, and the same actions trigger payments on partner sites as well. But in that case, Citysearch is splitting the ad revenue with the publisher.


Many of the ads come from other local advertising sites as well, such as Superpages, Yodel, Spafinder, and limos.com. In that case each advertising dollar is split three ways. But ever since Citysearch opened up to those 100 partners, it went from 150,000 paid listings on its own site to 500,000 across its network. “My goal is to get to one million,” says Herratti. Now that it is an open API, he might just reach that goal. Developer who sign up for the API can create local directories on a self-serve basis and will start getting paid once they meet a minimum threshold of ad impressions or actions.


While Yelp’s rise is certainly something to worry about, CitySearch’s biggest competitor is actually Google, which is driving a lot of local search to its own Local Pages and has been making a big push lately to sign up local merchants. Herratti positions CityGrid as a way fro local advertisers to reach consumers everywhere else. There is search marketing on Google and then there is the rest of the Web and mobile apps. Ironically, if you look up the Ainsworth on Google Local, the pictures and some of the reviews are also from Citysearch, but Google isn’t a paying partner (the content is made available through an older deal). It makes money off the search ads on the side.











Comments

  1. Thanks for publishing such a great post about geo mobile apps. Through this post I got some useful knowledge which is essential for me. If you are looking for geo attendance app, then you can consider palgeo.

    ReplyDelete

Post a Comment

Popular posts from this blog

How to find ideas to post new article in your blog

How to find ideas to post new article in your blog    阅读原文»   It is true that sometimes being a blogger may face situations where I would personally like to call it your brain juices got dried up as you have pretty much ran out of topic to blog and you are in crisis as your readers are anxiously waiting for your new posts but you are unable to give in. That’s when you will probably come with excuses like I just posted last week although that post was more directly towards the newbies who stop themselves from making money but it’s still pretty much the same even though you consider yourself not a newbie. The fact is that ideas are everywhere and I mean everywhere if you know where to find it and know how to leverage it. You may be surprised that sometimes these ideas are just right in front of you but you are not observant enough to convert these ideas and turn it into your blog post. Today I will share some tips on where to get these ideas and most of it is part of your dai

Over A Year After Android Launch, ShopSavvy Finally Comes To The iPhone

ShopSavvy was one of the best early Android applications. It launched in October of last year after winning one of the initial Android Developer Challenge top prizes (when it was still known as GoCart). But despite the success it has seen on Android, one question remained: When would it be available for the iPhone. Today, it finally is. Developed by the guys at Big In Japan , ShopSavvy is an app that allows you to use your device as a portable barcode scanner. You point your phone's camera at any barcode and it will read it, do a product look up, and give you information about the product, as well as where you can find it online or at nearby stores and for how much. Obviously, something like this is a window shopper's dream. ShopSavvy was one of the best early Android applications. It launched in October of last year after winning one of the initial Android Developer Challenge top prizes (when it was still known as GoCart). But despite the success it has seen on Android, o

Lindsay Lohan Breakup Confirmed by Lohan, Locksmith, Police [Gossip Roundup]

Farewell, last season's Suri Cruise fashions. Goodbye, Amy Winehouse's bathing suit. Adieu, humanoid version of Lauren Conrad. And so long, LiLo and SamRon's fairytale romance. Lindsay Lohan confirmed her split with Samantha Ronson and insisted the decision was part of a very healthy and mature effort to " focus on myself ." Upon hearing this, Ronson changed her locks and discussed a restraining order with police, so confident was she in Lohan's ability to turn productively inward. Lohan promptly had a run-in with the police . Who would have imagined such a messy breakup for this model relationship? Courtney Love's lawyer, on her client's drug-fueled plunge into broke-ness: ""Courtney noticed the money was gone when there wasn't any left." Deadpan gallows humor: the only possible response to having Courtney Love as a client. (Besides asking for a hefty retainer.) [ P6 ] Before Lauren Conrad's contract expired in March, MTV