Think locally scale globally: Google's hyperlocal mobile ad service

Google strengthens its ad platform by improving mobile-based hyperlocal ad functionality:

Google Mobile Ads’ new hyperlocal advertising feature which serves locally relevant ads and displays distance information to help users understand how close they are to a business. This powerful ad feature delivers down to the block level information about your business at the right place and at the right time. Hyperlocal distance information enhances the location extensions ad format with a marker providing the distance between the user and your business location.  This visual cue instantly helps customers who are on the go and close to a point of sale know that your business is nearby which can drive more traffic to your store and generate more revenue for your business. 

Campaigns must also be opted into showing on iPhones, Android OS phones or other mobile devices with full Internet browsers. The ad format is available only on the Google search network and in countries supporting location extensions ad formats.  Advertisers are only charged when users click to visit the website or on the phone number shown in the ad

Nice. This benefits businesses and end users. Given Google's size, reach, search and mapping functions, it's hard to see how they will be unseated in traditional online advertising, even on mobile, anytime soon. Yet, as companies like Groupon and Gowalla have shown, offering real-time deals or leveraging the crowd to create a virtuous circle between business-group-user are both high-potential opportunities that Google has not and probably will not dominate.

Still missing? Values.I am a big believer in: "values equal profits". As such, there remains a tremendous opportunity for a new entrant to integrate real-time plus hyperlocal, like a Groupon, with user recommendations, like Yelp, and then extend that by leveraging the values of the user.

My smartphone, or an app or other service will know not only my lcation and preferences but also my values. Is there a place near me, whether I *search* for it or not, that is kosher? That supports organic farming. That works for peace. That is sanctioned by the young Republicans? Or some odd combination of these or other *personal* values. How I spend my money is a reflection of my values. No one has yet cracked the hyperlocal-hyperglobal values-based recommendation platform. To whomever does, untold riches await.