Did you know that a staggering 54% of viewers suspect brands of “pandering” when local ads feel inauthentic?
This surprising revelation from The Local Lift white paper, conducted by Locality and The Harris Poll in November 2024, highlights a critical pitfall most businesses overlook: authenticity is non-negotiable in marketing.
The study shows 71% of Americans expect localized messaging, with 81% of 18-34-year-olds prioritizing it.
Local video ads far outshine national ones in relevance (68% vs. 13%), trust (47% vs. 12%), and purchase intent (63% vs. 13%). Viewers are 6x more likely to see brands in local ads as community members (63% vs. 11%), forging stronger bonds.
The report underscores the power of combining local streaming, broadcast, and social media video with over 70% of viewers agreeing local ads enhance relevance (74%), trust (73%), and curiosity (73%).
Using local news and sports as part of your marketing campaigns – and regular social posts – are an even better way to localize your content. – R. Michael Brown
Brownie Bytes 