According to a study from The Harris Poll and Locality, 68% of US internet users believe that marketing from national brands with local messaging enhances ad relevance, indicating a supportive perception towards localized engagement.
A report by NewtonX and Material+ shows a stark contrast where only 26% of marketers prioritize strengthening local advertising, whereas 48% focus on enhancing national advertising, highlighting a significant misalignment with consumer preferences.
Localized messaging not only helps brands connect with consumers but also strengthens out-of-home advertising. Retail media ads that reference local sports teams or reflect current weather conditions effectively demonstrate a brand's relevance to its audience.
Marketers can leverage the findings from the chart to advocate for local advertising investments and emphasize the importance of team or event sponsorships, particularly for businesses with multiple locations.
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