During a long drive through rural North Carolina last month, my wife and I stared at countless billboards and makeshift roadside signs touting the local products and wares of that particular area. While the outdoor advertising world has to compete so heavily for audience attention in a heavily-trafficked area like Times Square, out in the North Carolina countryside—this might be the only game in town. Got a concert coming up? Better get a billboard. Selling fresh watermelons on the interstate—you ain’t using television or. So it’s all an outdoor game, right? As marketers we must recognize the development and continuous growth of local advertising tools that have been around for a while but are growing.
While there may be more, there are certainly three areas that have grown exponentially for marketers in terms of targeting those hard-to-reach local audiences. We’ve seen tremendous growth for our brands in these local and hyper-targeted areas—with the ability to drill down to zip code and DMA levels…
