When it comes to Local Yokel Media’s business focus, it’s all about 15 miles. That’s because 80 percent of consumer spending is done within 15 miles of home. CEO and Founder Dick O’Hare shared that fact at this afternoon’s session on “Local Targeting: Getting the Bull’s Eye.” O’Hare added that geo-contextual relevance is the key to optimal ad performance. “With the right targeting on display, the traditional marketing funnel can collapse and go from awareness to purchase in one step,” O’Hare said.

Co-Panelist Jeff Minich, senior product marketing manager for Yahoo, agreed. But he also zoomed in on the importance of addressability by targeting the right users and measuring the full impact of every impression. “It’s all about finding the optimal radius around brick and mortar locations for achieving offline performance objectives.”