Local advertising: the key figures!

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Local digital advertising corresponds to geolocalized advertising aimed at consumers in a given catchment area. These include, for example, local Google Ads campaigns and local campaigns on social networks such as Facebook, Instagram, LinkedIn or TikTok. Local advertising allows you to present local content to prospects that more easily generates engagement. The objective of this content is of course to attract customers to points of sale . In this article, discover precisely the key figures for advertising at the local level!


1. The rise of digital advertising
2. Local advertising media
3. Local advertising to generate traffic to points of sale and develop your turnover
4. Geolocalized advertising to develop your local notoriety and your brand image
Conclusion


The rise of digital advertising

1. The rise of digital advertising
Let's start with some global data. In 2023, the poland mobile phone number list communications market is estimated at 33.8 billion euros in France 1 . It is growing by + 3.2% 1 . Digital communications are particularly doing well, recording the strongest increases.

Indeed, digital advertising revenues will record between 2021 and 2022 1 :

+ 13.4% for internet search (with 3,698 million euros)
+ 9.5% for social internet (2,228 million euros)
+ 9.5% for internet display (1,662 million euros)
Comparing 2020 to 2022, the increase is even more significant with respectively +45.2%, +33.3% and +50.8%.
To develop your business, it is therefore essential to implement a digital communication strategy.



Local advertising media

2. Local advertising media
We recommend that you alternate text, image and video formats using a multichannel media plan . You can also rely on Dynamic Creative Optimization (DCO) technology to adapt your content in real time based on the location and tastes of your prospects. Different formats are available to you, depending on the distribution network of your geolocated ads .

On Google you have access to:

To the search network : text link that appears in the search results list.
On the display network : visual format which is broadcast on 3 million websites and 650,000 applications 2 .
On video : ad shown before YouTube videos.
A Google maps : ad visible during navigation or search.

On social networks you can decline your local advertising in the form of:

Posts : image or short video format, with text. Posts appear in the feed of Internet users who follow your local page or through geolocalized ads.
Real : Longer video format.
Stories : image or short video format. Stories are ephemeral and disappear within 24 hours.


Example of a DCO campaign on Facebook

Example of a DCO campaign on Facebook


On GPS navigation systems (Waze, Google Maps, Apple Maps, etc.), you have the choice between different formats:

Geolocated pins : they highlight your point of sale on the map when someone passes nearby.
The Search format : it displays your establishment at the top of the search results
Zerospeed format : banner that appears when the driver stops for more than 5 seconds.


Example of a DCO campaign on Waze

Example of a campaign on Waze


By establishing a media mix and a local communication strategy on all these media, you ensure a significant ROI!



Local advertising to generate traffic to points of sale and develop your turnover

3. Local advertising to generate traffic to points of sale and develop your turnover
By working on your local visibility , you reach consumers in their daily lives. Indeed, thanks to geographic targeting, you present information and promotions to consumers present in the catchment areas of your points of sale.

Thanks to this local communication, you optimize the conversion rate of your local advertising and attract customers to the store .

For example, you can offer exclusive promotions, competitions, etc. All this in the local establishment located two streets from your customers!

Here are the key figures for local advertising on in-store traffic and turnover:

55% of online advertising investments generate in-store sales 2 .
19% of mobile users have made an unplanned purchase after seeing a local ad 3 .
68% of smartphone users have used the “Get Directions” or “Click to Call” options in local mobile ads 3 .
63% of Internet users say that the ads displayed by Google actually correspond to their needs 4 .
Businesses earn an average of $ 2.5 in revenue for every $ 1 spent on Google Ads .
49% of consumers aged 18 to 29 say they have made a purchase after seeing an ad on social media 5 .
78% of marketers consider Facebook to be the most effective platform to achieve their business goals 4 .
Marketers spent €60 billion in 2022 on social media advertising 6 .