{"id":117413,"date":"2019-03-19T21:00:00","date_gmt":"2019-03-20T02:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/loac-2019-3-key-trends-affecting-local-advertising\/"},"modified":"2024-12-21T05:49:34","modified_gmt":"2024-12-21T10:49:34","slug":"loac-2019-3-key-trends-affecting-local-advertising","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/local-search\/loac-2019-3-key-trends-affecting-local-advertising\/","title":{"rendered":"LOAC 2019: 3 Key Trends Affecting Local Advertising"},"content":{"rendered":"

Here at DAC<\/a>, we\u2019re all about local\u2014which means keeping up with the latest and greatest developments in the world of local advertising is essential. Last week, I attended the 10th annual Borrell Associates Local Online Advertising Conference<\/a> (LOAC). With speakers who are leaders in their field from top companies like Yelp, Waze, Facebook, Google and more, there was plenty of opportunity to network with experts in local<\/a>.<\/p>\n

This year\u2019s conference was held in Manhattan on March 11th and 12th and was packed full of presentations. Since online advertising is a constantly evolving business, it\u2019s important to be one step ahead. Here are a few key local advertising trends discussed at this year\u2019s conference:<\/p>\n

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  1. \n

    Advertisers have hundreds of local marketing channels to choose from<\/h2>\n

    When it comes to video advertising, in 1995, there were 20 local marketing channels available. Today, there are an average of 126 local media entities per TV market for advertisers to choose from. Choosing the right channel to maximize the impact of your ads is a lot more complicated than it used to be. Strategies have to have data to back them up and be designed to target the right audiences. That\u2019s why 46% of advertisers are experimenting by choosing a new channel every year.<\/p>\n

    Even though there are more choices, advertisers are sticking to 5-8 different types of media. It takes time for new medias to start catching on and many advertisers prefer the security of the tried and true methods while they set aside a smaller budget to experiment with up-and-coming medias such as virtual reality.<\/li>\n

  2. \n

    Simplifying the process is key: 90% of advertisers are buying bundles<\/h2>\n

    With all the data available and all the options to choose from, ad buying<\/a> can get overwhelming. Digital marketing is becoming too technical for many medium-sized businesses to understand, so 90% are buying bundles, which include digital and traditional mediums, to simplify the process.<\/p>\n

    Developing solid relationships with companies is also becoming more important. Many advertisers are cutting back on the number of companies they buy from both in an effort to simplify and to bring some consistency to their strategy.<\/li>\n

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