{"id":12757,"date":"2023-09-19T16:34:15","date_gmt":"2023-09-19T23:34:15","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12757"},"modified":"2024-03-08T09:16:11","modified_gmt":"2024-03-08T16:16:11","slug":"choosing-the-right-local-media-for-your-advertising-campaign","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/local-media-advertising-options","title":{"rendered":"Choosing the Right Local Media for Your Advertising Campaign"},"content":{"rendered":"

As brands navigate the web of consumer preferences, market dynamics, and economic trends, it becomes increasingly clear that a localized approach to advertising is not only beneficial; it’s a strategic imperative.<\/span>\u00a0<\/span><\/p>\n

Whether you\u2019re a mom-and-pop shop on Main Street or a national brand on Madison Avenue, a robust local media strategy will connect you with consumers on an important level. Not only does a local media strategy recognize the significance of community and the subtleties of regional culture, but it also taps into the halo effect by aligning your brand with trusted and familiar voices. <\/span>\u00a0<\/span><\/p>\n

No one knows local media better than your local TV news stations, so we\u2019ve enlisted the help of expert local sales managers at TEGNA, including Becca Monroe-Hardy at WLTX<\/a> in Columbia, South Carolina; Michael Clifford at 11Alive<\/a> in Atlanta, and Jeff Burrell at WWL<\/a> in New Orleans.<\/span>\u00a0<\/span><\/p>\n

They\u2019re providing tips and tricks to help elevate your brand\u2019s local media strategy to drive engagement, build loyalty, and ultimately carve out a unique space for your brand in the hearts and minds of your local audience.<\/span>\u00a0<\/span><\/p>\n

Let\u2019s get started with the basics.<\/span>\u00a0<\/span><\/p>\n

What is Local Media?<\/span><\/b>\u00a0<\/span><\/h2>\n

\u201cLocal media is any media, whether it be TV, radio, or local websites, that serves the communication needs of the local community, which includes delivering news, information, and entertainment content tailored to people within a particular region,\u201d says Burrell.<\/span>\u00a0<\/span><\/p>\n

\u201cAnd it often holds a special place in the hearts of community members. In New Orleans, we have a lot of local pride, and you see just how big the appetite is for local content.\u201d<\/span>\u00a0<\/span><\/p>\n

While local media is crucial in keeping residents informed about local events, issues, and businesses, Monroe-Hardy adds that it\u2019s also an excellent platform for brands to align with.<\/span>\u00a0<\/span><\/p>\n

\u201cWhile local media focuses on serving the local community, it can also provide businesses with a marketing platform to reach local audiences.\u201d<\/span>\u00a0<\/span><\/p>\n

How Do I Advertise Locally?<\/span><\/b>\u00a0<\/span><\/h2>\n

Advertising is all about reaching the right audience in the right way at the right time. To do so effectively,<\/span> creating a media plan<\/span><\/a> is one of the most critical components of your marketing campaign. However, there are many factors to consider when crafting your strategy.<\/span>\u00a0<\/span><\/p>\n

\u201cModern-day media consumption is multi-faceted,\u201d says Monroe-Hardy. \u201cJust as viewers don\u2019t watch stations, they watch programs. Media consumers don\u2019t just get their news and entertainment from one source. To reach these consumers, we want to put our clients\u2019 marketing messages where they are.\u201d<\/span>\u00a0<\/span><\/p>\n

Where is your target audience consuming its media? Using customer data to build persona profiles is one way to gather insights, and a<\/span> cross-channel marketing campaign<\/span><\/a> may be the answer to reaching viewers where they are.<\/span>\u00a0<\/span><\/p>\n

\u201cIn the last few years, I have not found anyone who only consumes media through broadcasts or streaming OTT. So a well-balanced media plan helps clients effectively reach their target audience and segments,\u201d says Clifford.<\/span>\u00a0<\/span><\/p>\n

\u201cInvesting in Broadcast, OTT, and Digital is important because this mix appeals to different audiences and user behaviors and maximizes exposure with enough frequency to leave an impact on the target audience,\u201d Clifford adds. \u201cThis is best practice because it enables our clients to strategically allocate resources, reach the right audience, and optimize campaigns accordingly as needed.\u201d<\/span>\u00a0<\/span><\/p>\n

Burrell breaks this down even further, explaining, \u201cWhen an advertiser has more of a broad or defined audience, we can tailor the campaign and messaging to specific programming to reach the masses. With OTT streaming and digital, we can get niche and target by geographies and specific demographics, so we recommend that our partners take a holistic approach.\u201d<\/span>\u00a0<\/span><\/p>\n

Industries That Benefit from Local Media<\/span><\/b>\u00a0<\/span><\/h2>\n

With any marketing and advertising campaign, there\u2019s no one-size-fits-all approach. Each campaign must take the brand\u2019s unique voice, differentiators, brand goals, and measures of success into consideration. However, local media alignment can benefit all brands of any shape and size.<\/span>\u00a0<\/span><\/p>\n

\u201cI think certain industries are more prevalent with local advertising (legal, healthcare, education, QSR, automotive). However, I truly think that any industry, including B2B, can see great success with local advertising if they have a sound strategy, good creative, proper spending, and good attribution mechanisms,\u201d says Monroe-Hardy.<\/span>\u00a0<\/span><\/p>\n

Clifford agrees.<\/span>\u00a0<\/span><\/p>\n

\u201cThe honest answer is that almost all industries perform well. With targeting capabilities, we can reach almost any audience and build a successful campaign for almost all verticals.\u201d<\/span><\/p>\n

Below is a snapshot of some of these industries:<\/p>\n