Earlier this month, Ad Age reported there has been a rise in “focus on local advertising … as marketers see higher returns on those investments and consumers increasingly expect relevancy.”
“Anytime we can get more specific with our offers, that’s a win for our customers,” Maggie Schmerin, chief advertising officer at United Airlines, told Ad Age.
The story cites recent research, also previously covered here our blog, from Locality and The Harris Poll, which found that most individuals are more likely to purchase from a brand advertising locally.
In addition to United Airlines, Ad Age also referenced campaigns from big national brands like Jiffy Lube, Spectrum, Verizon and AT&T, designed to reach local communities.
These brand marketers understand the power of local advertising in making consumer connections and delivering ROI.
“All Businesses Are Local”
Why is local advertising so impactful? It’s because, as stated in the U.S. Chamber of Commerce’s 2025 State of American Business report, “All business is local.”
In her State of American Business keynote address, U.S. Chamber of Commerce President and CEO Suzanne P. Clark said “Wherever a company, a service, a product, or a solution originates, its impact is always local. Because local is where we live our lives.”
“If you think about it, that makes all business local,” she added. “That’s true, of course, of the small businesses that line Main Streets … It’s also true of the national chain restaurant … the tech company …, and the energy producers that power your vehicles so you can drive across town.”
The Chamber cites benefits of local marketing including building trust, creating a personal connection, and finding a unique competitive advantage.
How Mediaspace Can Help
At Mediaspace, we see first-hand how investing in local advertising yields cost-efficient, high-impact increases in brand affinity in key markets.
Here’s how:
- We leverage data and analysis to identify publications that index high against clients’ key target audiences.
- Our team evaluates cost and waste to streamline frequency and identify inefficiencies in media buys.
- We deliver tailored guidance for targeted community-based publications.
The results: Clients have seen double digit growth in brand awareness – and hundreds of thousands of dollars saved through added value and bonus opportunities.
Reach out to Mediaspace for more information about the local advertising possibilities for your next campaign.
