Last month, Brafton reported that Yahoo had unveiled a new site for users to search for local content, complete with social recommendations. Today, the company has announced that its local search interface will be available for iPhone and Android mobile subscribers, and marketers may like how hyperlocal content can attract nearby consumers to their businesses.
The company says Yahoo Local aims to help users discover local news, deals and events in their neighborhoods. The mobile aspect brings information about nearby deals directly to consumers' mobile devices to help them decide where to shop.
When users access Yahoo Local through their iPhones or Android devices, they get a variety of content. The company offers a screen shot of content offered to a mobile user in the Hayes Valley region of California, revealing local insight on everything from a new class being offered at a local park to a discount for a nearby walking tour.
Yahoo says it is combining its powerful geo-informatics tools and content platforms so consumers can "save cash while [they] support local businesses." For marketers, this is just another of many indications that it's increasingly important to create locally targeted content and ad campaigns that can catch clicks and local commerce – for Yahoo and other major sites.
Earlier today, Brafton reported that Google executives deemed local advertising the company's top priority, which means local content may soon be rewarded by the search giant as well. Senior vice president Susan Wojcicki hinted that Google, like Yahoo, may also be looking to marry mobile and local for effective ad results.
