BIA/Kelsey pegs localized advertising at $139.4 billion this year, with digital media accounting for about 26 percent of that total.
To help advertisers tackle this market, the Interactive Advertising Bureau (IAB) has released its signature media buying guide, this time specifically focused on localized advertising. This is getting increasingly challenging as local media — both traditional and digital — continues to fragment.
Written and co-produced with BIA/Kelsey, the guide’s expressed purpose is a “reference to share with brands and agencies that are learning about the world of local digital advertising,” according to IAB’s Joe Lazlo.* For example, Lazlo recommends not making long-term contracts due to rapid change in local ad formats and tactics.
Other points covered by the report, according to its press release, include:
— Basic statistics on the U.S. digital local market
— A breakdown of digital platforms available for local media
— Factors to take into consideration when planning a local campaign
— Best practices for the design of ads and creative content
— What metrics are available and how to measure success
— Examples of successful campaigns
You can access the entire guide for free here.