The state of local advertising: Evolving messaging and strategies for more effective audience targeting and engagement

This State of the Industry report, sponsored by Locality, dives into how brands, agencies and media buyers are engaging with local advertising across CTV, streaming and broadcast TV, and how their allocations have shifted. 

Continual audience and media fragmentation have led brands and agencies to seek more efficient ways to reach their target audiences. One approach is local advertising, which allows marketing teams to utilize targeted planning, buying, messaging and measuring strategies for engagement and flexibility. While personalization has been an advertising strategy for years, local advertising tactics focus on geographical factors when forming specific messaging to establish a sense of community for audiences. 

However, as budgets shift and channels and consumer behaviors evolve, how teams utilize local advertising strategies has also evolved. 

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