Local audiences are a hot commodity, not just for small businesses, but also for national brands and retailers. Local SMBs and national marketers each make up 36% of spending on locally-targeted advertising, with the last 28% coming from larger local businesses, according to a report from IAB. And while online advertising gets the bulk of the attention, a whopping 87% of local ad spending happens on traditional media, like print, direct mail, cable, and radio. Now the race is on to capitalize on this market and bring the concept of location-targeted programmatic to national print and TV channels.
By placing localized ads in national publications, smaller businesses and national chains with physical locations can cut down on wasted spending and ensure their ads are only being seen by consumers in the markets they serve. At the same time, these businesses are getting access to high-quality publications for a tiny fraction of the typical cost.
Here are five examples of tools that businesses can use to place localized ads on national channels and publications.
1. Adverator: Discover new ad products aimed at local markets
Adverator is offering a way for small businesses to discover, purchase, and manage their local advertising. The media marketplace aggregates popular types of local advertising channels and offers them up on one platform for SMBs. Businesses can browse ad space on online and offline channels, including national publications with ad space targeted to local markets. For example, a local event planning service could place an ad in a bridal magazine, but that ad would only appear in issues delivered to subscribers in the business’ own metro area.
2. MediaMax: Local ads in national publications
MediaMax provides a way for local shops, regional marketers, and national companies with local needs to place localized advertising in national print publications. MediaMax offers “category-specific solutions” for businesses in the retail, healthcare, and real estate industries, among many others. Local shops can place ads in Condé Nast and Meredith publications, but those ads will only appear in targeted markets. Essentially, businesses can take advantage of the prestige of national print publications, but without paying for their ads to appear in cities where they don’t offer services. MediaMax can also place ads on websites and at local events.
3. Advent Media Group: Placing print and digital ads in targeted markets
Using local audience targeting, Advent Media Group helps smaller companies share their stories with local subscribers of national magazines and national websites. Advent Media Group works with magazines like Good Housekeeping, Fortune, and Seventeen, with a print ad network that features more than 150 markets. Businesses can choose which metro regions they’d like to target and what publications they’d like to appear in, and Advent Media Group will place their ads. In addition to local print advertising, the Advent Media Group also provides local and targeted display ads, with messaging that’s delivered based on demographics, interests, and behavioral profiles.
4. MNI Targeted Media: Localized ad messaging by market
MNI is a subsidiary of Time Inc., specializing in giving advertisers a range of targeted products across media platforms. The company’s local online advertising product gives businesses access to targeted audiences through partnerships with local television, newspaper, and radio websites. Businesses can place local or regional ads in national magazines, with unique messaging and creative content based on the geographic areas where their ads will appear. Businesses can target 180+ geographic markets with MNI.
5. Placemedia: Delivering programmatic impressions on television
Placemedia is taking a different approach to localizing national media. The supply-side solution for programmatic TV advertising offers a self-serve platform to plan and execute targeted campaigns on television. Placemedia gives clients access to cable network inventory without dayparting restrictions, with campaigns that can be targeted and optimized with additional data sets. Placemedia is also able to serve video impressions across all screens and platforms, including both desktop and mobile.
Know of other tools for buying localized ads on national media channels? Leave a description in the comments.
Stephanie Miles is a senior editor at Street Fight.