When planning national campaigns, marketers should be thinking locally, too.
A recent study from The Harris Poll and Locality found that 68% of U.S. internet users think marketing from national brands with local messaging makes ads more relevant and demonstrates that advertisers are investing in local communities.
A majority of respondents to the October 2024 study also said they are more likely to trust – and purchase from – national companies advertising with local messages.
For example, when Verizon partnered with Nextdoor to promote research that the company had done on combating loneliness through neighborhood connections, according to a report in Ad Age, “The campaign resonated because it felt personally relevant to each local community, demonstrating how national brands can achieve both broad reach and local authenticity.”
And yet, despite proven results, just 26% of marketers consider strengthening local advertising a top priority, per NewtonX and Material+.
Mediaspace can help bridge the gap between national and local advertising campaigns.
Mediaspace supports clients with local print, digital and OOH campaigns, offering strategic, hyper-localized strategy, planning and buying, with targeting capabilities by DMA and even more granularly by zip code.
Mediaspace can help:
- Leverage customer demographic data set to target high-value ZIP codes
- Identify which publications are best to reach those communities
- Recommend frequency
- Develop community-specific creative
Reach out to Mediaspace for more information about the local advertising possibilities for your next national brand campaign.