Source: BIA Kelsey, January 2019
Local advertisers from the small local cleaners to franchisees all have a similar challenge – getting their message in front of customers on many screens and places. On average, a local business uses at least 9 different ad channels. That means working with multiple companies and salespeople. Cross-media campaigns can be a great way for traditional sellers to help their customers with digital, save time and money. According to our Survey of Advertising and Marketing (SAM)™, while some businesses are purchasing their digital ads through the traditional channels like (TV, newspaper, cable, radio, direct mail, yellow pages, etc.) they trust, it is still a small amount. A lot of money is being left on the table by sales. Social media ads were the main channel that businesses purchase through traditional channels. As you can see in the chart, after social media, the top digital ads vary by seller.
What other digital ad products should traditional sellers offer? In our survey, email marketing is the most popular digital channel. For social media, targeted social ads. Six out of ten advertisers are using targeted social ads. Targeting capabilities are central to businesses’ spend on advertising. Make sure your targeted offers are not just
geographic based but behavioral. Sellers should show them how their ads can catch the right customers at certain points in the buying process.
Traditional media sellers should not overlook the benefits of digital to complement and extend spend. BUT – don’t offer a digital product just because an advertiser asks for it or because your competitor offers it. Make sure the product is something you can not only execute, but one that you can execute well.
