Local Social Ads Are Driving Growth
Targeted social and mobile channels are the most popular with local businesses, which isn’t surprising given consumers use of social and mobile. Social and mobile are quickly taking over as the preferred method for digital advertising and there’s an increasing need for that digital message to be personalized. When it comes to targeted advertising, location targeting was the most used factor. When we look at what types of targeting of location, local businesses cast a big digital net with over half of the businesses surveyed saying they primarily target by city or county, with postal codes and state/regions the next most popular.
BIA’s U.S. Local Advertising Forecast 2019 offers a five-year forecast of the top media including direct mail, local video, online/interactive (i.e,. local search and local display), newspapers, mobile, radio, out-of-home/OOH video, directories (i.e. PYP and IYP), social and local magazines.