• Purpose: To understand the potential for and stimulate a diverse & sustainable UK base of hyperlocal media services that create public value.

• Hyperlocal media definition: We define hyperlocal media as “online news or content services pertaining to a town, village, single postcode or other small, geographically defined community”.

Nesta’s Destination Local July 2015…

Nesta research & resources• December 2014 - Exploring Online Democratic Platforms for Young

People to Effect Positive Change nesta.org.uk/blog/report-exploring-online-democratic-platforms-young-people-effect-positive-change

• April 2014 – A Survivors’ Guide to Hyperlocal Media nesta.org.uk/publications/survivors-guide-hyperlocal-media

• June 2013 – Destination Local: Our lessons to date nesta.org.uk/publications/destination-local-our-lessons-date

• May 2013 – Local advertising markets & hyperlocal media nesta.org.uk/publications/local-advertising-markets-and-hyperlocal-media

• May 2013 - Understanding the Use of Hyperlocal Content Through Consumer Search nesta.org.uk/publications/understanding-use-hyperlocal-content-through-consumer-search

• April 2013 - UK Demand for Hyperlocal Media nesta.org.uk/publications/uk-demand-hyperlocal-media

• March 2012 – Here & Now: UK hyperlocal media today nesta.org.uk/publications/here-and-now-uk-hyperlocal-media-today

Important distinction - two types of online local advertising

1. Location–based advertising – online advertising delivered to consumers’ devices based on their geographic location. Estimated to grow to £1.1 billion by 2018

2. Hyperlocal advertising – advertising that targets a specific town, village or postcode area. Estimated to grow to £32m by 2018

• O&O’s research on local advertising markets and hyperlocal media suggests that advertising spend in this area is likely to be relatively small in comparison w/ traditional media Research on local advertising markets, Nesta, May 2013

Hyperlocal challenge: Making it pay

Hyperlocal challenge: Findability

Capturing audience attention• Hyperlocal publishers

competing with a range of other online information sources, therefore, being discovered among these requires using the sametechniques as other online content owners

Understanding the Use of hyperlocal content through consumer search, Nesta, May 2013

Automated sourcing and aggregation of relevant hyperlocal content is also a challenge in so far that there is no tool or application currently doing this in the UK

The current Destination Local picture - what we’re doing…

Four priority areas• Building on our partnership with Innovate UK

– Three Destination Local Demonstrators projectsnesta.org.uk/blog/destination-local-demonstrators-competition-and-winners-are

• Stimulating policy debate– Inc. media plurality, role of search engines, audience metrics,

local government (i.e. statutory notices)

• Encouraging industry-led research – Action research in audience analytics– Research into revenue streams & business models

• Encouraging collaboration between established and new, emerging players– Inc. work with BBC

nesta.org.uk/blog/bbc-strengthens-links-local-publishers-positive-step-hyperlocal-media

• Encouraging cross-sector collaboration between grassroots arts organisations and hyperlocals in Wales via listings API

The future hyperlocal media picture…

• The greatest impact so far – to attract much-needed public investment into hyperlocal media as an emerging field

• In total, Nesta’s investment has helped to bring in more than £3m of additional support from the Welsh Government, Creative Scotland and Innovate UK

• Looking beyond April 2016, we’re looking at where the opportunities are for us – collaborating with other strategic organisations – to still support this sector.

http://www.nesta.org.uk/project/destination-local

Kathryn Geels, programme manager, Destination Local

Twitter: @girlondon and @nesta_uk

Email: kathryn.geels@nesta.org.uk

Keep in touch…