{"id":12946,"date":"2024-02-13T09:02:46","date_gmt":"2024-02-13T16:02:46","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12946"},"modified":"2024-02-19T13:14:36","modified_gmt":"2024-02-19T20:14:36","slug":"7-reasons-for-local-businesses-to-invest-in-video-marketing","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/7-reasons-for-local-businesses-to-invest-in-video-marketing\/","title":{"rendered":"7 Reasons for Local Businesses to Invest in Video Marketing\u00a0"},"content":{"rendered":"<p><span data-contrast=\"auto\">Adopting innovative marketing strategies is imperative for local businesses (looking?) to stay ahead. Video marketing is a critical tool in these efforts and a game-changer in connecting with target audiences and fostering business growth. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">To help us understand the significance of video marketing and explore various aspects that local businesses should consider, we\u2019ve enlisted two of TEGNA\u2019s local media experts, Jeff Beacham, Local Sales Manager, and Deirdre Abels, Account Executive, at TEGNA\u2019s <\/span><a href=\"https:\/\/www.wgrz.com\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">WGRZ<\/span><\/a><span data-contrast=\"auto\"> in Buffalo. <\/span><\/p>\n<p><span data-contrast=\"auto\"><span class=\"NormalTextRun SCXW174722496 BCX0\">From meeting the evolving demands of consumers to establishing cost-effective brand visibility, showcasing unique identities, building community connections, and leveraging the trust-building power of video, here are their tips and best practices to help inform your next video marketing campaign.\u00a0<\/span><\/span><\/p>\n<h2 aria-level=\"2\"><b><span data-contrast=\"auto\">An Overview of Video Marketing for Local Businesses<\/span><\/b><span data-ccp-props=\"{&quot;134245417&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"none\"><a href=\"https:\/\/www.tegna.com\/advertise\/is-tv-advertising-still-effective\/\" target=\"_blank\" rel=\"noopener\">TV advertising has been an effective way<\/a> to market a brand<\/span><span data-contrast=\"auto\">, build awareness, and grow local businesses for a long time. However, how we define \u201cTV advertising\u201d has changed over the last decade, expanding to include streaming and digital channels. These channels all leverage the power of video to engage viewers. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">It should come as no surprise that <\/span><a href=\"https:\/\/blog.hubspot.com\/marketing\/the-hubspot-marketing-blogs-2022-industry-trends-report-data-from-1000-global-marketers?hs_preview=GhWHZoRq-60124244068&amp;_ga=2.53053032.1747782052.1654744338-384341729.1654744338&amp;hubs_content=blog.hubspot.com%2Fmarketing%2Fvideo-marketing-report&amp;hubs_content-cta=highest%20ROI#channels\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">HubSpot\u2019s 2024 State of Marketing &amp; Trends Report<\/span><\/a><span data-contrast=\"auto\"> found that short-form video is now the most popular marketing format and offers the highest <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/calculate-tv-roi\"><span data-contrast=\"none\">ROI<\/span><\/a><span data-contrast=\"auto\">. That\u2019s because there is consumer demand for video content &#8211; even from brands. Findings from a recent <\/span><a href=\"https:\/\/wyzowl.s3.eu-west-2.amazonaws.com\/pdfs\/Wyzowl-Video-Survey-2023.pdf\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">Wyzowl<\/span><\/a> study<span data-contrast=\"auto\"> also back this up:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">91% of people say they want to see more online videos from brands (up from 85% in 2018)<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">79% indicated that they \u201cVery much\u201d or \u201cSomewhat\u201d enjoy watching video content from brands online <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Less than 3% don\u2019t like watching brand video content at all<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">What could be behind this consumer preference? Video helps guide and influence purchase decisions.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">89% say watching a video has convinced them to buy a product or service\u00a0(up from 73% in 2015)<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Channel 66% of consumers have watched video content (product demos, reviews, FAQs, unboxings) to learn about a brand or product<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<h2 aria-level=\"2\"><b><span data-contrast=\"auto\">Businesses that Can Benefit from Video Marketing<\/span><\/b><span data-ccp-props=\"{&quot;134245417&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Video marketing is a versatile and engaging medium that effectively communicates messages to diverse audiences and benefits businesses of all shapes and sizes.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">They include <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/hospital-advertising\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">hospitals<\/span><\/a><span data-contrast=\"auto\"> and health care facilities ranging from <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/eye-care-advertising\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">optometrists<\/span><\/a><span data-contrast=\"auto\"> and <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/7-marketing-tactics-for-cosmetic-dentistry\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">dentistry <\/span><\/a><span data-contrast=\"auto\">to <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/urgent-care-marketing-campaigns\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">urgent care<\/span><\/a><span data-contrast=\"auto\">, <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/tier-3-automotive-advertising\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">auto dealerships<\/span><\/a><span data-contrast=\"auto\">, <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/getting-started-with-video-marketing-for-lawyers\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">law firms<\/span><\/a><span data-contrast=\"auto\">, home services providers like <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/plumber-advertising\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">plumbers<\/span><\/a><span data-contrast=\"auto\">, <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/understanding-todays-leisure-traveler-unpacking-key-findings\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">travel and tourism<\/span><\/a><span data-contrast=\"auto\"> destinations, and more. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><b><span data-contrast=\"auto\">Where to Promote Videos<\/span><\/b><span data-ccp-props=\"{&quot;134245417&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">A strong video marketing strategy has a broad reach that is not limited to one channel or format. It can be used for traditional TV, streaming, and digital channels. Here are a few places to run video for the best business outcomes. <\/span><\/p>\n<h3><b><span data-contrast=\"none\">Television Advertising<\/span><\/b><span data-ccp-props=\"{&quot;134245417&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:320,&quot;335559739&quot;:80,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h3>\n<p><a href=\"https:\/\/www.tegna.com\/advertise\/is-tv-advertising-still-effective\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Broadcast and linear TV have long been effective platforms for advertisers<\/span><\/a><span data-contrast=\"auto\"> looking to reach a large audience and create brand awareness. The platform offers reach to large and engaged audiences, alignment with trustworthy and tentpole content, and, most importantly, high recall. <\/span><a href=\"https:\/\/www.nexttv.com\/tag\/mediascience\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">MediaScience<\/span><\/a><span data-contrast=\"auto\"> found that ads on a TV screen saw a 2.2 times higher unaided recall and 1.3 times higher purchase intent than smaller, digital screens.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cI think TV&#8217;s the most efficient way to use your dollars,\u201d says Abels. \u201cIt\u2019s the absolute best way to reach the most people quickly with your messaging.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cWith the right creative message, TV campaigns will pay for themselves and then some,\u201d says Beacham. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cWhen a brand is in the spotlight and showcased in an ad on TV, consumers automatically trust that personality because they can see them. They become familiar,\u201d says Abels. \u201c<\/span><span data-contrast=\"none\">Video helps brands elevate their business over the competition who do not have a presence on TV. <\/span><span data-contrast=\"auto\">They\u2019re reaching the audience where they are.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 aria-level=\"3\"><b><span data-contrast=\"none\">Streaming\/ OTT<\/span><\/b><span data-ccp-props=\"{&quot;134245417&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:320,&quot;335559739&quot;:80,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">As streaming viewership continues to rise, <\/span><a href=\"https:\/\/www.streamtvinsider.com\/advertising\/consumers-are-warming-ads-streaming-if-it-means-saving-money-hub\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">StreamTV reports<\/span><\/a><span data-contrast=\"auto\"> that audiences are embracing ads on streaming platforms, especially if it means saving money on their subscriptions. But that\u2019s not the only benefit of streaming TV advertising. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cIn many ways, streaming video has the same principles as traditional TV,\u201d says Abels. \u201cIt helps create trust and make an emotional connection, but it also lets you add new layers into the mix regarding targeting and measurement.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For example, streaming television lets advertisers extend their reach by capturing the attention of the cord-cutters and cord-nevers. It also enables brands to narrow target audiences based on market or geography, from regions and states to ZIP codes and consumer trends such as interests, intenders, and in-market shoppers.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">A measurement tool like <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/tv-attribution-guide\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">TEGNA Attribution<\/span><\/a><span data-contrast=\"auto\"> also enables brands to gauge its impact by linking viewership patterns to KPIs, so advertisers can now identify who viewed an advertisement and then visited their website or storefront. This data demonstrates the efficacy of TV\/OTT schedules in generating business outcomes, quantifying the expanded reach of OTT campaigns. Now, advertisers can make informed optimizations and enhance the overall efficiency of their campaigns.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 aria-level=\"3\"><b><span data-contrast=\"none\">Digital Channels<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:320,&quot;335559739&quot;:80,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Digital channels can further extend a campaign\u2019s reach and improve recall. Digital also provides advantages in that it has measurement tools and analytics that provide data to inform and optimize campaigns.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cWith digital, we can tell you which creative is performing better. \u201cIf we&#8217;re running three pieces of creative, we can pull whichever ad isn\u2019t resonating with the audience off of digital and linear channels,\u201d notes Abels. \u201cThen, we can rerun the best creative using <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/breaking-down-the-basics-of-retargeting\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">retargeting<\/span><\/a><span data-contrast=\"auto\">.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Additionally, video can increase engagement and the shareability of your content on digital channels. If you\u2019re running digital video in partnership with your local broadcast news station, consider adding it to your YouTube, Facebook, or other social sites.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><b><span data-contrast=\"auto\">The Power of Video: Why Local Businesses Should Invest<\/span><\/b><span data-ccp-props=\"{&quot;134245417&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h2>\n<p><a href=\"https:\/\/analyticpartners.com\/newsroom\/report-cutting-spend-in-recession-risks-loss\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"auto\">Several<\/span><\/a> <a href=\"https:\/\/investor.xperi.com\/news\/news-details\/2016\/TiVo-Research-and-8451-Show-Decreasing-TV-Advertising-Budgets-Disproportionally-Hurts-Brand-Sales\/default.aspx\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"auto\">studies<\/span><\/a><span data-contrast=\"auto\"> have <\/span><span data-contrast=\"auto\">shown<\/span><span data-contrast=\"auto\"> that <\/span><span data-contrast=\"auto\">brands that decrease their advertising spending also see declining business results. <\/span><span data-contrast=\"auto\">On top of FOMO (the \u201cfear of missing out\u201d), here are a few reasons why local businesses need to invest in video marketing to increase brand awareness: <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 aria-level=\"3\"><b><span data-contrast=\"none\">1. Meet Growing Consumer Demand<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:320,&quot;335559739&quot;:80,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><a href=\"https:\/\/www.wyzowl.com\/video-marketing-statistics\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">Wyzowl<\/span><\/a><span data-contrast=\"none\"> found that 89% of consumers strongly want to see a brand&#8217;s video content and a captivating medium for audiences to help your brand maintain a competitive advantage.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 aria-level=\"3\"><b><span data-contrast=\"none\">2. Cost-Effective<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:320,&quot;335559739&quot;:80,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">There\u2019s a preconceived notion that TV and video advertising is too expensive, but it\u2019s a myth Abels dispels. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cEvery brand has different budgets, but we\u2019re able to work with businesses of all shapes and sizes. Video, specifically TV, is the best way to reach the most people quickly. It works, and it\u2019s an extremely efficient <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/tv-media-buying\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">media buy<\/span><\/a><span data-contrast=\"auto\">. It\u00a0doesn\u2019t necessarily\u00a0cost $100,000 a month to run a television campaign to have it work.\u201d<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">What about video production? Partnering with your local news station to craft your creative is also an effective way to stay within your budget.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cOur production team at WGRZ creates great video assets, and our partners can walk away with amazing creative to represent the brand that works well on linear and streaming platforms, as well as their website or social media,\u201d says Beacham. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 aria-level=\"3\"><b><span data-contrast=\"none\">3. Showcase Your Brand<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:320,&quot;335559739&quot;:80,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Video allows brands to tell their stories uniquely, showcasing their products <\/span><i><span data-contrast=\"auto\">and<\/span><\/i><span data-contrast=\"auto\"> personalities.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cWith TV, viewers get to feel the brand when introduced into the market,\u201d notes Beacham. \u201cSeeing a business owner and their character before ever stepping foot in their store, there\u2019s already that sense of familiarity that makes the sales cycle that much easier.\u201d\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cYou can see the work being done. You hear the story. You see why you should shop there,\u201d adds Abels. \u201cCompare that to a static image with a logo slapped on it \u2026 it won\u2019t have the same effect on a consumer. A consumer prefers to hear the jingle and see the person in action rather than see a static picture.&#8221;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cThere&#8217;s nothing more powerful than a true testimonial, seeing and hearing somebody tell their story and their experience,\u201d says Beacham. \u201cWith sight and sound, video allows you to capture these emotions in visual ways radio, billboards, and print can\u2019t.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 aria-level=\"3\"><b><span data-contrast=\"none\">4. Make Strong Community Connections<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:320,&quot;335559739&quot;:80,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Audiences, <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/mastering-the-millennial-mindset-of-today\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">especially millennials<\/span><\/a><span data-contrast=\"auto\">, are more involved in their local communities than ever before and are increasingly looking to do business with brands that are a part of the local fabric, share their values, and give back to the community.\u00a0\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Roboto\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Roboto&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">The <\/span><a href=\"https:\/\/integer.com\/shopper_culture\/new-issue-of-the-checkout-cause-marketing\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">Integer Group<\/span><\/a><span data-contrast=\"auto\"> says that 57% will support brands that give back to local communities rather than supporting global or national causes.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Roboto\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Roboto&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><a href=\"https:\/\/blackhawknetwork.com\/consumers-plan-spend-more-and-gift-more-holiday-season-according-blackhawk-network-2021-holiday\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">The Blackhawk Network<\/span><\/a><span data-contrast=\"auto\"> found that 60% of consumers want to buy from companies that give back to charitable causes.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Most notably, 40% of consumers hear about a brand\u2019s charitable efforts through advertising, while 28% hear about it through news media. This shows that teaming up with community members &#8211; like your local news station &#8211; can put your video in front of local audiences looking for local brands to support.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cOur station is always so involved with local community events,\u201d notes Beacham. \u201cThat means our clients can be a part of the causes we\u2019re a part of, whether it\u2019s a specific parade, a food drive, military appreciation, or a school backpack drive.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cIt\u2019s a great opportunity to do your part in helping folks in your community that you don\u2019t get elsewhere. WGRZ viewers are involved in the community and want to do business with people who care about local causes.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 aria-level=\"3\"><b><span data-contrast=\"none\">5. Build Trust &amp; Credibility with the Halo &amp; Hollywood Effects<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:320,&quot;335559739&quot;:80,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Trust and credibility are decisive factors in consumers\u2019 purchase decisions, and video helps to apply the <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/halo-effect\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">halo effect<\/span><\/a><span data-contrast=\"auto\">, especially when video leverages local community partners, such as your local news station. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">TVB found that <\/span><a href=\"https:\/\/www.tvb.org\/research-measurement-analytics\/research\/category-studies\/media-comparisons-study-open-member-content\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">local broadcast news is the most trusted platform<\/span><\/a><span data-contrast=\"auto\"> among viewers, and <\/span><a href=\"https:\/\/www.newsworks.org.uk\/research\/ipa-databank-study-2021\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">studies show<\/span><\/a><span data-contrast=\"auto\"> that consumers are more likely to trust \u2013 and buy from \u2013 brands that advertise alongside sources of information they trust, such as local news.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cOur viewers trust our station, anchors, and journalism,\u201d says Abels. \u201cSo when our viewers see a brand advertising on our station, they automatically trust that brand because they trust us. They know we don\u2019t work with problematic or sketchy companies.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">It\u2019s not just news that viewers trust. <\/span><a href=\"https:\/\/www.wyzowl.com\/testimonials-statistics\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">Research shows<\/span><\/a><span data-contrast=\"auto\"> testimonial videos are compelling because the messaging comes from peers rather than the brand itself. As a result, 2 in 3 consumers are more likely to purchase after watching a testimonial video detailing how the brand has helped them in real life.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Video marketing also has the power to turn local business owners into celebrities.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cI have clients who have advertised on TV for years, and they can&#8217;t walk into the supermarket or a restaurant without people recognizing them and asking to take their picture with them,\u201d says Abels.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cSo the trust factor is there from them doing years of TV campaigns with WRGZ. Being in the spotlight brings automatic trust and credibility, which helps to elevate their business over another brand not doing video advertising,\u201d says Abels.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 aria-level=\"3\"><b><span data-contrast=\"none\">6. Cross-Channel Marketing<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:320,&quot;335559739&quot;:80,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">The beauty of video marketing is that it easily lends itself to a <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/cross-channel-marketing\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">cross-channel marketing<\/span><\/a><span data-contrast=\"auto\"> approach.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cIndividuals are consuming media on so many different platforms. It&#8217;s necessary to be on their television, streaming device, and mobile phone so you can stay front and center,\u201d Beacham says. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cYou can get many uses out of one video,\u201d notes Abels. \u201cYou can have one minute, a 30-or-15-second spot, and repurpose that video for linear, streaming, and digital channels. That\u2019s a key component to an effective cross-platform strategy.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cVideo is one of the best marketing values you can get. We want our clients to be empowered with that marketing ammo,\u201d adds Beacham. \u201cThe evolution of marketing now also includes retargeting. Let\u2019s say a viewer watches Sunday Night Football, where they see your ad. The next day, they stream different content and see the same ad. If your ad isn\u2019t in the forefront regularly, it may not have the desired impact. We need more frequency and strategy than ever in our content-heavy environment.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 aria-level=\"3\"><b><span data-contrast=\"none\">7. Increase Measurable Key KPIs<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:320,&quot;335559739&quot;:80,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Investing in video marketing can significantly benefit local businesses. <\/span><a href=\"https:\/\/www.wyzowl.com\/video-marketing-statistics\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">90% of marketers surveyed by Wyzowl<\/span><\/a><span data-contrast=\"auto\"> say video has helped them increase ROI and several KPIs, including brand awareness (90%), web traffic (86%), time on site (82%), generated leads (87%), and directly increase sales (87%). Additionally, local businesses can create impactful content for a cross-channel strategy without breaking the bank.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">How do we know video is working to move the needle?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Video marketing platforms often provide analytics that allows businesses to track campaign performance. Use a tool like TEGNA Attribution to see who viewed an ad and then took action, along with other tools to measure website traffic, conversions, email open rates, phone calls generated, and other metrics outlined in your <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/what-is-media-planning-the-ultimate-guide-to-success\/\"><span data-contrast=\"none\">media plan<\/span><\/a><span data-contrast=\"auto\">. This data can be valuable for refining strategies and understanding what resonates with the local audience.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><b><span data-contrast=\"auto\">Examples of Successful Video Ads<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Giving credence to the fact that all industries can benefit from TV advertising, the creative below from Penn Dixie Fossil Park and Nature Reserve, produced by TEGNA\u2019s <\/span><a href=\"https:\/\/www.wgrz.com\/advertise\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">WGRZ<\/span><\/a><span data-contrast=\"auto\">, shows nothing wrong with using humor to increase brand awareness and recall. Not only did the spot bring smiles to the faces of its viewers, but the brand was also able to benefit from that trust factor and halo effect that local news provides.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/CXlly262IDw?si=q65ZBTlQhSQ8WWxX\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span data-contrast=\"auto\">An example of another partner of WGRZ, Napoli&#8217;s commercials effectively combine the allure of luxury menswear with compelling storytelling, exceptional production quality, a connection to the local community, and strategic advertising placement. These elements collectively contribute to the effectiveness of Napoli&#8217;s marketing strategy, fostering brand loyalty and attracting customers seeking a premium menswear experience in Buffalo, New York.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/kdJ-cDCTDFo?si=jJHaKnt8j_5ykcpk\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span data-contrast=\"auto\">Rustic Buffalo Artisan Market can leverage the halo effect using long-form video to inform and educate viewers on its location, events, and local artists it teams within the community. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" style=\"border: 1px solid #e6e6e6;\" src=\"https:\/\/www.wgrz.com\/embeds\/video\/responsive\/71-a8cefe80-b7a7-4740-b915-f08e80b904c0\/iframe\" width=\"640\" height=\"360\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2 aria-level=\"2\"><b><span data-contrast=\"auto\">Start Benefiting from Video Advertising with TEGNA<\/span><\/b><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Don\u2019t let your video advertising remain a mystery\u2014let\u2019s unravel its impact together.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Our experts at TEGNA specialize in maximizing advertising ROI across broadcast and streaming television and <\/span><span data-contrast=\"none\">digital<\/span><span data-contrast=\"auto\"> platforms. With a history of delivering results for businesses of all sizes, we\u2019re committed to unlocking the full potential of your video advertising efforts. <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/contact\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Contact us now<\/span><\/a><span data-contrast=\"auto\"> to see how TEGNA can supercharge your ROI and elevate your brand to unprecedented success.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><b><span data-contrast=\"auto\">Frequently Asked Questions<\/span><\/b><span data-ccp-props=\"{&quot;134245417&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h2>\n<h3><b><span data-contrast=\"auto\">How do I make a video for marketing my business?<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Creating a marketing video can be a complete and cost-efficient way to connect with your audience. First, you\u2019ll need to define the goals of your video and gain an understanding of your target audience\u2019s wants, needs, and pain points and how you can help solve them. Next, create a compelling story that is relatable, funny, or creates an emotional connection. You\u2019ll want to focus on the most critical information to keep viewers engaged and the video concise. You\u2019ll also need to invest in good lighting, a decent camera, and clear audio because visual appeal is crucial for attracting viewers. You can also consider enlisting the help of your local community partners, like the marketing experts at TEGNA, who can help you craft the perfect creative using data and insights.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">How do I market my business in my local area?<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Video marketing is an excellent option for brands looking to build awareness. The engaging nature of video allows consumers to become familiar with your products and the faces behind the brand. Consider partnering with local community organizations &#8211; such as your local news station &#8211; to create a video for broadcast and streaming TV and digital channels.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">What are some tips for getting started with video marketing?<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Creating compelling video ads requires a thoughtful approach and set goals to reach. First, you\u2019ll want to understand your target audience well and which platforms they choose to watch videos. Next, you can craft your story based on your unique brand\u2019s selling points and the problems your brand solves for the viewers. With your video created, you can create a media plan that details the timeline, platforms, budget, and how to measure the KPIs of the campaign.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consumer demand for video content is strong, influencing purchase decisions for 89% of consumers. The versatility of video marketing has many benefits, and we\u2019ve enlisted the help of TEGNA\u2019s Jeff Beacham and Deirdre Abels at WGRZ in Buffalo to help us understand the significance of video marketing.<\/p>\n","protected":false},"author":4,"featured_media":12949,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[52,87],"tags":[249],"class_list":["post-12946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practice-tips","category-broadcast","tag-local-business-video-marketing","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12946","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=12946"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12946\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/12949"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=12946"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=12946"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=12946"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}