SOURCE: Zooppa

August 25, 2009 12:54 ET

Zooppa and Fisher Communications Take Social Advertising Hyper-Local With Video Block Party

User-Generated Advertising Network at Forefront of Hyper-Local Marketing

SEATTLE, WA--(Marketwire - August 25, 2009) - Seattle-based Zooppa.com (http://www.zooppa.com) and Fisher Communication's KOMO TV (NASDAQ: FSCI) are teaming up on a user-generated video competition for Puget Sound area residents, asking them to create short videos about the communities in which they live and work. The 'KOMO Video Block Party,' which launched on August 24, is timed with the launch of KOMO's new neighborhood microsites. The competition runs until October 18, 2009.

Zooppa has conducted regionally-focused user-generated advertising campaigns before, but none have been as hyper-localized as the KOMO Video Block Party. To reach out locally, KOMO News has developed a web page for 43 Puget Sound area communities. Residents of these communities will be asked to create short videos showing what they love about their neighborhoods. These videos will be submitted to Zooppa.com and distributed on the web. The videos are expected to drive traffic to KOMOnews.com and help foster KOMO's local engagement.

As Zooppa CEO Wil Merritt explained, "Rather than developing a message that may or may not appeal to a broad segment of consumers, Zooppa's platform enables people to create a wide range of messages micro-targeted to their specific interests and communities."

A recognized leader in user-generated advertising, Zooppa regularly runs campaigns for global brands such as Nike, Microsoft and Google. Zooppa's social advertising platform also enables them to produce hyper-localized ads tailored to regionally specific or, as in the case of Video Block Party, neighborhood specific demographics.

"Zooppa is very active in Seattle's creative community and this project will not only strengthen our new neighborhood network, but also enable us to highlight some of the talented filmmakers in our area," stated Troy McGuire, VP of Fisher Interactive Network.

Hyper-local advertising is a growing trend. According to research by Borrell Associates, 74% of Facebook's total ad revenue for 2009 is expected to be generated by local advertisers. Locally placed search advertising is expected to grow 30% over the next five years, from $4.1 billion in 2008 to $5.3 billion in 2013. Similarly, mobile advertising will increasingly go local over the next five years. Research from the Kelsey Group predicts local mobile ad revenue to hit $3.1 billion in 2013, up from $160 million in 2008.

More details about the KOMO Video Block Party can be found at http://zooppa.com/contests/komo-video-block-party and to see a complete list of KOMO's hyperlocal neighborhood sites visit http://www.komonews.com/communities.

About Zooppa

Zooppa is the world's largest social network focused on user-generated advertising. With a community more than 42,000 people strong, Zooppa offers brands an innovative advertising model for developing creative work that connects with a new generation of consumers actively engaged in the social web.

For more information about Zooppa, visit http://www.zooppa.com. To learn more about Zooppa's user-generated advertising revolution, contact Wil Merritt, CEO, at wmerritt@zooppa.com or (206) 605-7828.

About Fisher Communications, Inc.

Fisher Communications, Inc. is a Seattle-based communications company that owns and operates 13 full power television stations (including a 50%-owned television station), 7 low power television stations, and 8 radio stations (in addition to 2 radio stations not owned by the Company but for which the Company provides programming or sales services) in the Western United States. The Company also owns and operates Fisher Interactive Network, its online division; Fisher Pathways, a satellite and fiber transmission provider; and Fisher Plaza, a media, telecommunications, and data center facility located near downtown Seattle. For more information about Fisher Communications, Inc., go to www.fsci.com.

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