Nextdoor Unveils Neighborhood Intelligence
The hyperlocal social network launches a new tool for advertisers, using a 'neighborhood graph' to target specific geographies with ads based on local conversations about their brands
Nextdoor, a hyperlocal social network, has launched a new tool for advertisers called Neighborhood Intelligence. This tool uses a 'neighborhood graph' to help marketers target specific geographies with ads based on local conversations about their brands. The company has mapped 350,000 individual neighborhoods to create this graph, which includes roughly 12 neighborhoods per ZIP code.
The neighborhood graph allows marketers to see how people in different neighborhoods are talking about their brands. This information can be used to target specific geographies with ads on Nextdoor that speak directly to local conversations. For example, an internet service provider might serve different ads to a neighborhood that's complaining about its reliability than to another that's griping about its fees.
Nextdoor CEO Nirav Tolia believes the company's data will be more useful for businesses whose sales vary from one physical location to another. He thinks that the company's data advantage, based on neighborhood gossip, can't be matched by other digital ad rivals like Meta, Google, and Reddit.
Pepsi is one marketer that has expressed interest in using Nextdoor's Neighborhood Intelligence. The company can use the graph to identify 'lookalike neighborhoods' that resemble the characteristics of communities where its products already sell well in stores.
## Why it matters The launch of Neighborhood Intelligence is significant because it allows marketers to target specific geographies with ads based on local conversations about their brands. This can be particularly useful for businesses that have varying sales performance across different physical locations. By using Nextdoor's neighborhood graph, marketers can create more targeted and effective ad campaigns.
## What happens next As more marketers begin to use Neighborhood Intelligence, it will be interesting to see how effective this new tool is in driving sales and revenue for businesses. Nextdoor's ability to provide targeted ad campaigns based on local conversations could give it an edge over other digital ad platforms. With its focus on hyperlocal social networking, Nextdoor is well-positioned to help marketers reach their target audiences in a more effective and efficient way.
