Local television is the largest segment of local video advertising with local television station revenue estimated to reach $27.70 billion this year, up from $26.2B in 2017. Additionally, of the local advertising mix – TV, radio, newspapers, digital and OOH – marketers spent 31.8 percent of their local budget on television, the highest allocation. In BIA’s survey of small and medium-sized businesses (SMBs), Local Commerce Monitor
, 59 percent give television the highest ROI ratings of any media.
While local television provides the broadest audience reach among media channels, location intelligence adds value to a television campaign by layering in audience-targeting and the ability to tie outcomes to the campaign. As the technology, data and business processes around mobile advertising using location targeting have expanded over the last several years, location targeting provides a performance-based buying model for marketers that ties offline and online media together in an integrated campaign execution.
“Location intelligence allows marketers to define actionable consumer personas based on the premise that, ‘where you go is who you are,’ said Eric Hadley, CMO at GroundTruth. “If you’ve been to a gym, a sporting goods store, and a recreational park within days of each other, it’s a better indicator that you’re a Fitness Enthusiast than any content you may consume but never action upon. Thus, when you combine location’s ability to find and target consumers at the right place and time in local markets with TV’s massive reach and frequency, marketers are able to build and measure highly impactful advertising solutions.”
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