Be a Media Rock Star: Local as a Strategy
Just like people, no two markets are exactly alike. Each has its own unique DNA of media consumption and buying habits. Take Sacramento, CA and Atlanta, GA—roughly the same population, but day and night when it comes to media usage.
It’s not hard to recognize that a one-size-fits-all approach is not the answer for advertising strategies. We all know that. In fact, it has gotten even more complex with the tidal wave of digital capabilities that has swept the media landscape….programmatic, video, streaming TV and radio, display, and more.
What marketers need to know is that local advertising is not just an option. It has become a strategy that most marketers need to integrate into their planning. For example, here are 3 key ways that local advertising is being considered.
- National companies executing a test market or local initiative
- Emerging brands seeking to hyper target unique audiences
- Regional marketers who only need to target locally
According to BIA/Kelsey, U.S. local advertising revenues are projected to reach $148.8 billion in 2017, up from $145.2 billion this year, representing a growth rate of 2.4 percent. A range of factors will drive local ad revenues higher in 2017 including: an improving U.S. economy, increased spending by national brands in local media channels, extraordinary growth in mobile and social advertising, and the continued expansion and selection of online/digital advertising platforms.
TAKE AWAY: There are plenty of opportunities to rock your media plan and monetize through local advertising. The key is in knowing who your target customers are, where they like to hang out—and thus where to find more people like them—and allocating your resources to those specific channels.
By combining this intel with your budget and ROI requirements, you can develop evidence-based local media plans that get you the most out of every advertising dollar you spend.
Now, who doesn’t want that?
Need a media expert to help rock a local advertising plan? Your fan club awaits.