Local Search Association Adds Leadership and Insights to Better Serve Local Advertising Members

TROY, Mich., April 28, 2014 /PRNewswire/ -- The Local Search Association (LSA) today announced the addition of Ben Wood of Google, Andrea Cancro of Starcom MediaVest Group, and Katy Hunter of Microsoft to its board of directors. The new board members represent the growing diversity of companies participating in the local advertising market, including listing management companies, digital agencies, mobile and social media companies, video service providers and web design and hosting firms. With their vast expertise and experience in local, the new board members will work closely with LSA's existing board to help deliver greater value and benefits to the Association's more than 300 members around the world.

Additionally, in an effort to provide deeper perspective on how all types of local advertising work together to drive results for local advertisers, LSA announced the debut of the LSA Metrics that Matter Database. The new platform will provide insights on real campaign results across local media platforms to offer a comprehensive view of local media performance.

"We are the only organization that represents the full spectrum of local advertising companies, regardless of platform or channel," said Neg Norton, president, Local Search Association. "And that's why we're committed to providing partnerships and insights that will drive success for the local advertising community."

Industry Veterans Join Board of Directors
In a meeting at the 2014 LSA Annual Conference currently taking place in Huntington Beach, Calif., the LSA Board of Directors voted to approve the expansion of its membership seats from 9 to 12.

The Board also approved the instatement of three new directors:

• Ben Wood, Director of Channel Sales Americas, Google. Wood runs the team responsible for selling Google AdWords, display, video and mobile products to small- and medium-sized businesses through partners in the Americas region. He has spent the last 16 years working in the local and national advertising industry and has wide ranging experience in print, digital and events sales and marketing.
• Andrea Cancro, Executive Vice President and Managing Director, Starcom MediaVest Group. Cancro is a seasoned communication veteran with experience in myriad categories, though finding her greatest passion in local and in retail. She is focused on performance marketing, leading SMG's Local Spectrum and Halogen brands. During her tenure at SMG, she has led notable brands including Coca-Cola, Walmart, and Comcast.  
• Katy Hunter, Senior Director of Partner & Channel Marketing, Microsoft. Hunter leads global marketing for Bing Ads. She is a 25-year Microsoft marketing veteran with broad leadership experiences, spanning from product planning to field execution. She is focused on delivering marketing solutions to small and medium sized businesses.

"We are thrilled to welcome Ben, Andrea and Katy and their collective industry insight to the LSA board," said Norton. "We look forward to their contributions, ideas and perspectives on ways that LSA can further elevate the local advertising market and support local businesses."

In addition to these new members, the board currently includes representatives of DAC Group, Dex Media, Fairway Group, hibu, Marquette Group/USMotivation, Telmetrics, The Berry Company, Yellow Pages Group Company and YP Holdings LLC.

LSA Metrics That Matter Database Delivers Valuable Insights to Members
The LSA Metrics that Matter Database is an easy-to-use, self-service tool that provides cross-media performance data that helps users navigate the local advertising market. The database will initially offer insights and reporting at the campaign and category level for mobile display, mobile search and print Yellow Pages advertising. Later phases will feature search, Internet Yellow Pages and other local media advertising results.

LSA members that contribute their own local media performance data for anonymous incorporation into the system will be granted access to the database. The database's performance data and ROI calculator will be useful to local media providers by helping to improve their decisions on products, performance and growth opportunities. Additionally, advertising agencies will benefit from use of the data to engage new and existing clients, optimize client programs and evolve their offerings. 

"Local insights are key to enabling our members to develop effective advertising solutions and make smarter decisions for their clients," said Norton. "Our LSA Metrics that Matter Database builds on our existing portfolio of research reporting and tools to help our members succeed in the marketplace."

For more information the LSA Metrics that Matter Database, contact Jason Peaslee at [email protected].

About the Local Search Association
The Local Search Association (www.localsearchassociation.org) is the largest trade organization of companies engaged in local advertising and marketing. LSA members provide local businesses with innovative and strategic offerings that drive consumers to take an action in the last mile – or the final steps – of their path to purchase. The Association is focused on elevating the industry through thought-leadership, advocacy, research and insights, and partnerships.

LSA has more than 300 members in 30 countries. Members include listing management companies, digital agencies, mobile and social media companies, print and online directory publishers, video service providers, and web design and hosting firms.

The Association offers industry news and perspective on its blog, Local Search Insider, as well as resources on its SlideShare page. Follow LSA on LinkedIn, Twitter, and Facebook.

CONTACT:
David Fishman
FleishmanHillard
[email protected]
212-453-2115

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SOURCE Local Search Association

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