Local display advertising remains a crucial offering for publishers serving regional and local markets. This guide covers best practices for selling and executing local display campaigns that deliver results.
The Local Display Opportunity
Local advertisers need digital reach but often lack the resources to execute sophisticated campaigns:
- Small businesses represent a massive market opportunity
- Local targeting capabilities continue to improve
- Publishers are trusted partners in local markets
- Bundled packages drive average deal size
Targeting Strategies for Local
Geographic Targeting
- DMA: Designated Market Area for broadcast alignment
- Zip code: Precise neighborhood targeting
- Radius: Custom distance from location
- Geofencing: Real-time location targeting
Audience Targeting
Layer behavioral and demographic targeting on top of geography:
- In-market segments for local services
- Demographic targeting for specific audiences
- Contextual targeting for relevant content alignment
Creative Best Practices
Local display creative should:
- Include clear local identifiers (city name, landmarks)
- Feature simple, direct calls to action
- Include store address or phone number
- Use standard IAB sizes for maximum reach
- Develop mobile-first creative for local intent
Packaging and Pricing
Successful local display packages include:
- Fixed impression counts for predictable budgeting
- Bundled services (creative, reporting, optimization)
- Tiered pricing based on targeting complexity
- Clear performance expectations
Conclusion
Local display advertising offers publishers a valuable product for their market. Success requires understanding local advertiser needs and delivering campaigns that drive measurable local business results.
