Localizing ad campaigns via geo targeting and local sales is increasingly important. At BIA/Kelsey, of course, the importance of localization for digital ad sales is an article of faith.
Local Sales are not, however, part of the “A” list of impactful issues for media executives. In a poll of media executives attending Operative‘s Op/Ed 2014 event last week in Palm Desert, Local Sales ranked 7th out of 11 features that impact revenues.
It ranked as less impactful than Effectively Scaling Ad Ops; Changes in buying/RFPs; Consultative Selling; Mobile Monetization; Ineffective Technology; and Cross-platform Selling. Video Monetization; Third-party Data; Buy/Sell Automation; and Real-Time Bidding ranked lower than local.