Partnering with the local advertising community is at the heart of local ad sales and so our sales team is reaching out to our clients and prospects. “‘We’ll get through this together.’ That was our messaging.” Bartoli also noted that an important component in this conversation was expectations and discussing them upfront. Data is amazing, but data can’t overcome unrealistic expectations. Our addressable capabilities deliver, but what do new advertisers look for? “I think when creating a local campaign, too many times we don’t spend enough on the message itself and make sure it matches the audience.” Bartoli elaborates, “Understanding and finding that audience, but the message has to speak to that audience.” So, working backwards, creating a message that will drive potential customers into our business, and targeting that message to those potential customers.
With changes in viewing habits and overall lifestyle habits, those customers are everywhere. According to Bartoli, for example, News12, an a4 Advertising owned local and regional news network, saw a shift in day part viewing habits, reflective of people staying home. “We’re going to reach your audience on any screen, any device within a home that we have the ability to reach,” Bartoli says.
How are metrics different in local ad sales? “In the local world, measuring success is a little bit different than the major agencies on Madison Avenue in New York City. They have to bring in more customers, bring in a new type of customer, and bring in customers from a different geography that they normally wouldn’t reach. How you measure success in the local world (is a) conversation that needs to be set up front, what those expectations are up front.” This is a conversation our local a4 Advertising team is ready to have. To help facilitate new local business, the agency created the “We’re Open” page as another way small businesses can create awareness in the multifaceted world of a4 Advertising.
Of course, knowing who your customer is, where they come from, and how they see your message, is vital. Driving your message to the right customer, and then analyzing who exactly that customer is will define a successful campaign. Bartoli expands on this, “You know, we can still deliver the cord cutter. They are still subscribing to our online product. And then once (they) cut the cord, we still have access to reach them on CTV and OTT.” He concludes, “Retailers that have those million-dollar budgets to spend are great, (but) let’s get the small business owner in there.”
Paraphrased from an article originally published on Media Village on 11/25/2020 – Media Village