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3 Ways to Improve the Value of Your Local Media Added Value Schedules

While most local advertisers are aware that they should request “added value” from all their media partners, implementing this requirement effectively is often a rarity or afterthought.

Securing high-quality “extras” can be a challenge when your media partners see Added Value as penance.  But utilizing a few key guidelines will help you maximize added value offerings and truly put the “value” back in Added Value. Read more

6 Tips for Selecting Primetime TV Shows for Your Local Media Campaign

Developing a strong primetime TV schedule is an important part of your local media campaign to enhance your brand’s image and reach your target audience.

Every summer the networks release their primetime schedule for the upcoming season including new programs, which is called the “upfront.”  While the upfront is an opportunity for national advertisers to purchase inventory for the next year, local media advertisers use the new program information to finalize their 4th quarter schedules. Read more

3 Considerations When Using Bus Advertising in Your Local Media Mix

Depending on your local media campaign objectives and creative message, bus advertising may be a good fit for your media mix.

Transit is a broad category that can include various forms of transportation like buses, trains and air travel.   Similar to other out-of-home tactics like outdoor billboards, transit advertising is usually considered to be a reach medium, which is great for a branding or an awareness campaign.  Most transit executions are used to reach the general public as well as those using public transit. Read more

How Market Differences Affect Your Local Media Campaign

If you are a retailer with multiple locations across multiple markets, you may need to do some market research before finalizing your local media plans.

You might think that because two markets are similar in size and population that the same marketing plan will work for both markets.  Even in markets that are geographically close to each other, you may find you need to tailor your plans to the specific nuances of each market.  Simply making “cookie cutter” plans across multiple markets may not be the best use of your marketing dollars. Read more

Top Free Online Resources for Local Media Buying

Free tools to help find traditional media vendors and place your local media schedules.

Once you have completed the media planning process and have identified which mediums will achieve your goals and objectives, it is time to place your local media campaign.   Read more

3 Ways to Use Ratings Data in Your Local Media Campaign

Ratings play a critical role in determining the best television or radio schedule for your local media campaigns.

Without a basic understanding of how ratings are measured or why ratings delivery matters, it is difficult to know if the station proposal is a good investment or a waste of valuable local media dollars. Read more

When to Use 15-second Commercials in Your Local Media Campaign

The use of 15-second spots has increased in recent years as advertisers search for effective ways to cut costs, while still achieving their local media objectives.

There are three standard television commercial lengths: 30-seconds (:30), 15-seconds (:15) and 10-seconds (:10).  While :30’s are the most common television unit, :15’s are gaining in popularity with clients.  Keep in mind, :15’s may not be the best fit for all clients and all messages. Read more