Bing (and yes, Yahoo!) search advertisers are now able to target advertising to appear when consumers search around a specific geographic location - up to a 100 mile radius.
Bing expects radius targeting (which enables advertisers to create local ads around an address, the center of a zip code or a lat/long coordinate) to increase relevancy for users - and it's easy to see how. It will likely have some positive effects for campaign efficiency and ROI as well.
Expect savvy advertisers to jump on board in droves. Bing provided a few examples of how the feature might be used, from "encircling the competition" to "driving shopper loyalty" and repeat visits.
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.