2 Reasons to Consider Digital Media for a Local Media Branding Message

Historically, local media advertisers have avoided online tactics for their branding message, but research shows higher engagement helps the brand resonate with consumers.

Many marketers have considered the online platform to be more of a direct response medium and have hesitated to put their branding message in the online space. [Read more...]

How Increased Digital Media Usage Can Impact your Local Media Campaign

Consumers are continuing to increase their time spent with digital media, but how does this research impact your local media campaign and should you incorporate it into your media plans?

For the first time in history, the average time spent with digital media per day is expected to surpass TV viewing. [Read more...]

3 Ways Generational Differences Can Impact Your Local Media Campaign

Millennials and Baby Boomers represent two very influential generational groups that are vastly different in the way they process information and local media messages.

In a previous article, I discussed how Millennials are a unique generation that consumes media very differently from other generations. A new study by Nielsen, found Millennials and Baby Boomers to be neurologically hardwired to process information differently.

[Read more...]

4 Reasons to Add Digital Video to Your Local Media Campaign

Consumers continue to increase the time spent streaming online video, which represents a huge local media opportunity to increase campaign effectiveness.

The amount of time consumers are spending in the online space is continuing to increase, as more compelling content moves onto digital platforms –including social networks with mass appeal and an expanding selection of online video content.

[Read more...]

4 Mobile Stats You Need to Know for Your Local Media Campaign

Mobile devices are playing an increasingly larger role in the way consumers are making purchase decisions.

New statistics are being released daily showing how consumers are using their mobile devices for everything from researching products and comparing prices to actually taking action and making the purchase on their mobile device. [Read more...]

How Market Differences Affect Your Local Media Campaign

If you are a retailer with multiple locations across multiple markets, you may need to do some market research before finalizing your local media plans.

You might think that because two markets are similar in size and population that the same marketing plan will work for both markets.  Even in markets that are geographically close to each other, you may find you need to tailor your plans to the specific nuances of each market.  Simply making “cookie cutter” plans across multiple markets may not be the best use of your marketing dollars. [Read more...]

Why Teens Matter to Your Local Media Campaign

The better you understand the local media habits of your future customer now, the better you will understand who they will become later.

You may think, because you are not currently targeting teens and young adults with your product or service, you can ignore that segment of the population. But, young adults are a crucial segment for businesses and advertisers to understand, no matter who you are targeting. [Read more...]

How Consumer Multi-Tasking Behavior Affects Your Local Media Campaign

The best way to reach multi-tasking consumers is through a multi-layered local media approach.

Consumers no longer just sit and watch television or play video games. They are also multi-tasking simultaneously with laptops, mobile phones, tablets and gaming consoles. They are looking for information, communicating with others and enjoying alternative entertainment all at the same time. [Read more...]

3 Considerations for Including Public Radio in Your Local Media Mix

Public radio is not for every client or every local media campaign, but it can be an effective and efficient media tactic to reach a niche audience. [Read more...]

Nielsen vs. Rentrak: How to Use the Data in Your Local Media Campaign

When evaluating television proposals, it is important to know how the ratings data is collected, in order to understand why the ratings provided by each service will differ.

The Nielsen Company has provided the television advertising currency for many years.  Rentrak began capturing local television viewing in 2009, and now has 210 stations across the country subscribing to its data in addition to or in place of Nielsen data. [Read more...]