My morning commute always finds me passing up New York's endless stream of breakfast options for the same deli just a few blocks from my apartment. While I am limiting myself, I know what I'm getting when I walk through that door each morning.
I know that my bagel will be fresh. I know the friendly faces behind the counter (a family from the neighborhood). And by now, they know me -- and my order. Everyone can appreciate the value of having a trusted go-to in his or her daily routine, right? Having that built-in assurance is precisely why consumers turn to local media as a preferred outlet for news and information.
People will always have the need and desire to be connected to what's happening in their own communities. In the last few years we've seen a rising interest in and focus on local audiences and communities. It has manifested in location-based recommendation engines such as Yelp that empower audiences to explore locally; advances in location-based targeting technology (such as geo-fencing down to areas the size of a football field); and an increasing need for advertisers to deliver "here-and-now" relevant messaging.
Brands have long recognized the value of local. From local newspaper ads, to radio and TV spots, to display, video and mobile placements, advertisers have continued to invest in local media as it has evolved across platforms. There's no better outlet for brands to reach local audiences than through local media, and no more organic way for national advertisers to get involved.
By following this tried-and-true strategy of tapping into favored local sites, brands have an immense opportunity to build a foundation of relevancy in a variety of local environments and communities. When placed in the company of trusted and relevant local content on these sites, a brand has the ability to gain credibility and connection with consumers. It could be a home improvement retailer's home-page takeover surrounding content on spring cleaning, a toy store's video ad leading into a news report about Black Friday shopping or a health food store locator near a mobile story on the clean-eating trend -- it's all building brand equity.
Local digital media allows for national advertisers to step into the shoes of their local counterparts with a more hands-on approach. It provides the ability to be more nimble with messaging and deliver location-based creative. While local targeted messages will vary based on area, purchase power and behavior, it will in turn offer national brands rare and unique insight into the marketplace beyond the top 25 DMAs.
And now more than ever is it clear that national advertisers are seeing their brands continue to grow by keeping a stake in the local digital media space. A BIA/Kelsey forecast predicts that local media's digital advertising revenue is expected to see a jump from last year's total of $133.2 billion to $158.6 billion in 2018.
With this shift toward digital delivery in the local media space comes a new and more efficient opportunity for brands to be in communities of every size across the nation, thanks to changing buying methods. Advertisers no longer need to create relationships with hundreds of publishers across dozens of markets to make an impression in the local space. Instead they can turn to trusted vendors with direct pipelines to local media partners that can create custom, premium media packages.
The growth of digital media has lowered barriers in the media ecosystem, leading to time and money being spent more efficiently these days. It's keeping the door open for national advertisers to gain relevancy in communities, providing more opportunities for local media to partner with national brands and grow revenue, and enriching consumer trust in national brands.
LIN Digital creates highly customized and effective digital marketing campaigns for some of the nation's most respected agencies and brands. Leveraging the established footprint and relationships of one of America's largest broadcasters, LIN Media, its leading premium comScore-ranked network of publishers and its own proprietary technology, LIN Digital empowers agencies, captures the attention of target audiences and delivers results.