In the second year of examining franchises in BIA/Kelsey’s Local Commerce Monitor™ (LCM) Wave 19 survey of small and medium-sized businesses, franchisees are increasingly using small agencies for their advertising and marketing. See the infographic below for the highlights.
The report also reveals franchisees are accelerating their adoption of new technologies, using more digital media and platforms, including some of the latest formats, such as sponsored content, native ads and video display ads.
Seven of the top 10 ad formats identified by franchisee SMBs for ROI performance are digital. When asked about ROI performance, 87.2 percent of franchisees surveyed ranked sponsored content as a top performer, followed by native ads (76.0 percent), specialty print directories (70.5 percent), video display ads (70.3 percent), out of home ads (68.6 percent), online deals (66.7 percent), online display (65.4 percent), Facebook news ads (65.3 percent), print coupons (62.8 percent) and online coupons (62.5 percent).
Findings from this report will be highlighted at BIA/Kelsey BRANDS: The Brand-to-Local Marketing Summit, March 22, in New York. This one-day summit will examine the drivers of $61 billion in spending by franchise and brand marketers targeting local audiences, as well as the roles of agencies and adtech/martech companies.