OTT Technology: How Over-The-Top Tech Works
by Frankie Karrer
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Local TV advertising revenue is expected to surpass $175 billion in 2024, which, for advertisers, means only one thing: opportunity.
More local businesses are realizing that big companies with nationwide ads aren’t the only ones who can see a high return on their investment with TV. In fact, local TV ads provide many advantages, from better geographic positioning to highly improved cost-effectiveness.
The key to nailing local TV advertising is understanding what works and, even more importantly, what doesn’t. By employing best practices and knowing what results to measure, you can reach the ideal audience for your brand.
Here, we’ll explore the ins and outs of local TV advertising and how to create an ad that motivates your viewers to take action.
Local TV advertising is the process of purchasing airtime on TV channels that cater to specific geographic areas.
On linear TV, these ads usually air during local news broadcasts, syndicated shows, or local sports programming. As 62% of Americans watch local news daily, these showings are prime ground for businesses hoping to score big views.
What stands out about local TV advertising is the ability for businesses to connect with potential customers in their vicinity. As a result, they can tailor their messages to local demographics, interests, and preferences, making it a more personalized (and interesting) viewing experience.
Cable TV ads are delivered over traditional TV networks, and they’re typically scheduled to appear during set time slots on specific channels.
On the other hand, Connected TV (CTV) ads are delivered over the internet via streaming services or apps on internet-connected devices, such as smart TVs, gaming consoles, and mobile devices. The advantage? Businesses can reach cord-cutters who no longer subscribe to traditional cable but still enjoy watching TV.
Both cable TV ads and Connected TV ads can be local TV ads.
Local TV advertising offers local businesses plenty of advantages, including:
Of course, businesses must consider the potential challenges of local TV ads, as well, including:
Now that you know the pros and cons of local television advertising, it’s time to dig into how it all works.
The first step is clearly outlining your ad’s goals and identifying your target audience. Begin by asking yourself what you hope to see from your ad. Is it greater brand awareness? Driving up your website’s traffic? Boosting your sales?
Once you’ve settled on your goals, research your ideal audience. Consider basic demographics, such as age, gender, income level, purchasing habits, and media consumption patterns. You can obtain this data through surveys, customer databases, competitor analysis, or website analytics.
Investing in the creative aspect of your ad goes a long way toward making a lasting impact and communicating your message. Think about local TV ads that have captured your own attention in the past. Was it due to a catchy slogan or jingle? Compelling visuals? Or how about an engaging storyline?
Geotargeting is key to making sure your ad gets in front of the eyes of the right audience. MNTN Performance TV, for example, offers geotargeting capabilities that allow you to precisely target your audience, down to a single city, region, or even ZIP code — the perfect way to ensure relevance.
Next is setting up your campaign objectives and budget parameters. You must determine which key performance indicators (KPIs) will help you track your campaign. These can include impressions, conversion rates, and return on ad spend (ROAS). For your budget, you can allocate your resources based on factors like the cost of production, media buying and placement, and data analysis tools. Be realistic so you know you can achieve your desired outcome.
Last, it’s time to launch and track your campaign. Keep an eye on your KPIs and track your performance. For instance, MNTN’s reporting suite lets you measure your CTV ad results in real time, including your ROI and regional impact. Monitor and adjust your campaigns over time to ensure they’re performing how you need them to.
By measuring your ad’s performance, you’ll be able to understand its effectiveness and optimize your campaign. The key metrics to consider when analyzing your campaign’s performance include:
By following local TV ad best practices, you can create a more engaging viewing experience for your potential customers.
Local TV ads allow you to engage audiences in hyper-targeted regions, and it’s important to capitalize on that to make an effective ad. Try incorporating local references or landmarks that will connect with viewers on a personal level.
Compelling storytelling will always be one of the most powerful ways to capture an audience’s attention, no matter the medium. Consider using customer testimonials, community events, or your own brand’s origin story to evoke emotion and leave a lasting impression.
With any ad, you always want to have an easy way to motivate viewers to take further action. Make sure that your call to action (or CTA) is straightforward and easy to understand, whether it’s asking viewers to call your company’s phone number or encouraging them to visit your website.
Thanks to people’s ability to access whatever content they desire at all times, attention spans are shorter than ever. Aim to keep your ad concise and to the point. Avoid including unnecessary information or drawn-out explanations.
Consistency is key to building brand awareness. Make sure your advertising campaigns maintain the same voice, visual identity, and messaging across all platforms. Building a cohesive story (and customer buying journey) will help maximize your effectiveness across all touchpoints.
Local TV advertising costs can vary widely depending on several factors, including market size, audience demographics, time of day, and whether you’re advertising on linear or Connected TV. However, some common elements will usually contribute to your overall expenses. These include production and airtime costs, ad placement and frequency, agency fees, media buying commissions, and taxes. By breaking down these costs, you can develop a more realistic budget, negotiate deals, and maximize your ROI.
There’s a lot to figure out when it comes to making the perfect local TV ad. Fortunately, MNTN offers a solution with Performance TV, a CTV ad platform with a premium inventory, automation, and precise targeting.
You can reach viewers by selecting precise areas and — even better — retargeting those who have engaged with your brand through website visits. It takes the guesswork out while helping you maximize your advertising ROI and deliver a personalized, engaging experience to local viewers.
Local TV advertising offers incredible opportunities for nearby businesses. It’s a way not only to target local audiences for higher profits specifically but also to build your brand and connect with viewers on a more personal and engaging level. By understanding the nuances of local markets, employing best practices, and leveraging the power of CTV technology, you can create a local TV ad that drives growth and finds success in your community.
Discover how Performance TV delivers revenue, conversions and more through the power of Connected TV. Request a demo today to speak to an expert.
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