{"id":12770,"date":"2023-09-27T11:28:00","date_gmt":"2023-09-27T18:28:00","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12770"},"modified":"2024-05-22T10:25:09","modified_gmt":"2024-05-22T17:25:09","slug":"how-to-advertise-nationally-5-best-practices","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/national-advertising","title":{"rendered":"How to Advertise Nationally: 5 Best Practices\u00a0"},"content":{"rendered":"

\"KinzeyIn the ever-evolving landscape of video advertising, the quest for that elusive but highly coveted national spotlight has never been more challenging or rewarding. National advertising campaigns can transform brands into household names, capturing the hearts and minds of consumers from coast to coast. <\/span><\/p>\n

But to navigate the complexities of reaching a diverse and discerning audience, you need more than just a catchy slogan and an eye-catching logo. Success in national advertising often requires a combination of strategic planning, creative excellence, and the right partner.\u00a0<\/span><\/p>\n

With nearly five years of experience and a handful of notable partners as a National Account Executive at TEGNA, Kinzey Fritz knows what it takes to create a national TV campaign that can propel a brand into the national spotlight. We sat down with her to get her insights on creating a <\/span>national advertising campaign<\/span><\/a> that can generate great results and remarkable ROI for your brand.\u00a0\u00a0\u00a0<\/span><\/p>\n

What is National Advertising?<\/b>\u00a0<\/span><\/h2>\n

Suppose your brand goals include reaching millions of viewers to increase sales. National<\/span> TV advertising effectively<\/span><\/a> reaches a massive audience from coast to coast and is often categorized by 15- or 30-second video ads or commercials.\u00a0 <\/span><\/p>\n

But what makes national advertising different from local or regional campaigns?\u00a0\u00a0<\/span><\/p>\n

\u201cNational advertising is an ad campaign that targets the entire country vs. regions or specific DMAs,\u201d explains Fritz. \u201cThis is beneficial when a company has a service or a product available for purchase that is not isolated to a specific region of the country.\u201d\u00a0\u00a0<\/span><\/p>\n

When creating national advertising media plans, media buys are not geo-targeted & air on national networks (for TV) such as ABC, NBC, CBS, Fox, and ESPN, and air alongside programming such as \u201cThe Masked Singer\u201d or NBC\u2019s Sunday Night Football.<\/span><\/p>\n

What are the Objectives of a National Advertising Campaign?<\/b>\u00a0<\/span><\/h2>\n

The objectives of a national advertising campaign can vary depending on your brand\u2019s specific goals and priorities. Still, they generally encompass a range of strategic aims aiming to maximize the campaign’s reach, impact, and effectiveness nationally.\u00a0<\/span><\/p>\n

\u201cNational plans, like local plans, are used when companies want to increase sales and revenue, build brand awareness, and improve brand perception across a national footprint vs. targeting specific regions or DMAs,\u201d says Fritz.\u00a0\u00a0<\/span><\/p>\n

National campaigns can also be used to:\u00a0<\/span><\/p>\n