Why a Local Ad Strategy Is a Smart Investment

Amrita Hemdev
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By Amrita Hemdev
August 14, 2019
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Brands spend millions on advertising, and those dollars are increasingly shifting to digital channels.

2019 is predicted to be the year that digital ad spend will surpass traditional media channels like television, print, out-of-home, and radio.

Local digital advertising is a powerful way to meaningfully reach consumers with a localized and relevant voice creating a tremendous amount of buzz, whether it’s for a national brand or a small, local company. Here are three reasons you should include local digital advertising in your advertising strategy.

 

1) Buying local ad impressions will help you optimize your ad budget.

Concentrating marketing efforts to a local level puts advertisers in front of audiences that can take direct action, provides a localized narrative to the consumer, and eliminates waste of ad spend. This is extremely important for advertiser’s who are  locally owned and operated, or those who only operate in selected markets. 

Personalizing and localizing your campaign strategy to audiences targeted within a specific service area helps drive ad campaign results. Savvy advertisers know that the key to successful marketing is connecting with people where they live and play.

For example, a local auto dealership can target OTT ads at the household level to reach and engage local customers who are likely to be interested in purchasing a car and can also physically visit the store to make a purchase.

 

2) Local-focused ad campaigns resonate with audiences on a personal level.

Local digital ads effectively target audiences based on their location, giving advertisers the opportunity to craft their messaging and creative to resonate with what is relevant and attractive for people at the community level.

Cities around the U.S. are defined by the unique behaviors and interests of local populations. Local digital advertising can cover several granular local audiences as opposed to one broad target. Consumers can better identify with a business that speaks to them in a familiar tone and offers them local deals. This personalization grabs their attention, driving them to take action after seeing the ad. 

According to ZypMedia’s groundbreaking survey* of more than 2,000 U.S. adults, when it comes to consumers who watch free or ad-supported streaming TV, 62% of consumers who have a preference would rather watch local ads over national ads. That number is slightly more, at 68%, for consumers who watch local streaming services.

Local advertising also resonates with consumers who are interested in the success of small and medium-sized local businesses (SMBs). Even if the business operates in multiple locations, potential customers are significantly more likely to respond to a location-specific ad that fits into their daily world than to an ad with a one-size-fits-all approach.

 

3) Technology makes local targeting possible at scale.

Advertisers can tap into the rising popularity of digital content by including OTT, pre-roll video, and display advertising in their campaign strategies. 

The added variables of local-level optimization may add more decisions to choosing an audience targeting strategy, but choosing an experienced partner with powerful technology and data management can help simplify this challenge, opening up new opportunities for advertisers to test and optimize and reach different local audiences with ad campaigns.

 

Smart advertisers are increasingly investing in a local marketing strategy. According to a BIA/Kelsey study, local marketing spend has been steadily increasing over the last seven years. Consider investing in local digital advertising and targeting consumers on the local level to not miss out on the potential business.


Are you leveraging the power of digital advertising to reach local audiences? 

ZypMedia brings the best local digital options to companies looking to connect local businesses with all local audiences.

Learn more about including localized digital advertising as an element in your overall ad-campaign mix by subscribing to our newsletter.

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*Survey Methodology:

This survey was conducted online within the United States by The Harris Poll on behalf of ZypMedia from March 11-13, 2019, polling 2,043 U.S. adults ages 18 and older, among whom 241 are cord-cutters (used to watch cable or satellite but now only watch streaming) and 681 are cord-shavers (watch both cable TV and use subscription or free, ad-supported streaming services). This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.

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Amrita Hemdev

Amrita is an inbound marketer. She studied marketing and project management at UC Berkeley and proceeded to work in a fast-paced, digital advertising tech startup, with a goal of increasing brand awareness. She is currently the Content Marketing Specialist at ZypMedia. Passionate about digital marketing and having six years of experience in this field, she also started her digital marketing and creative agency, Sociato, based in India.
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