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David Spark here, reporting for ad:tech at ad:tech NY 2009. I spoke with Kevin Ryan, CMO of Webvisible and Gordon Borrell, CEO of Borrell Associates. The two of them gave me some of the highlights from their panel discussion, “The Almighty Local Dollar: How to Reach and Monetize the Local Digital Consumer.” One issue was the need to set realistic expectations. Local businesses think that online advertising is this wonderful panacea that will deliver much higher ROI and they’re always left disappointed. This is necessary to reduce churn with customers. Ryan’s company offers an ROI calculator to set an expectation level so they know what’s going to happen. Interesting discussion about educating customers about the process such as how to navigate a shared inventory system and what your ad looks like when it appears. http://www.adtechblog.com/46304/