The move to “hyper-local” is picking up steam with companies like Outside.in announcing Radar and Google’s new Map Maker, not to mention diversification of geotargeting technologies (see Skyhook Wireless) and a growing range of local-mobile applications that offer very precise location capabilities.
Neighborhood data and databases are also becoming an important part of online local and mapping applications. Yahoo is the latest to add neighborhood information (from Urban Mapping):
Yahoo! has licensed Urbanware: Neighborhoods, Urban Mapping’s database product of more than 40,000 neighborhood boundaries covering more than 2,000 U.S. cities and towns.
Having this level of data will become important to all mapping and local sites. Maponics and Zillow also provide zip or neighborhood level data.
Urban Mapping also offers an add-targeting product (“geomods”), which is ahead of where the market is today. While consumers value this kind of location and local information, advertisers don’t really know how to effectively utilize it yet.