Mid-market companies can’t afford to run aground. They just need to navigate the proper channels.
In many cases when looking to run an advertising campaign a mid-market company will strictly look to local or regional opportunities to deliver their message. And while there is plenty of merit in that idea for certain media formats that may not be the only or wisest option for them.
This is especially the case for mobile apps, sites and streaming pure play services. Just because a company is regional doesn’t mean they can’t effectively use a national medium for advertising. Most of the largest apps and sites are effective tools for national companies but with technological advances they have become capable of delivering large local audiences with substantial accuracy. Numbers that can often dwarf local outlets.
Many local companies steer away from national advertising for fear they will waste a majority of their budget in the wrong locations. With third party tracking, a detailed micro marketing strategy and in- depth impression allocation, even the largest apps can provide great connectivity to areas as small as a single zip code, even a single city block. However, this takes tremendous geographical knowledge and a true understanding of the individual tools, goals, subscription data and geotargeting capabilities of each tool.
Often there is only one way to be this informed. The agency must do extensive vetting of every app and site being considered and not just trust RTB programmatic advertising to carry the day. This is often where the ship will run aground and waste much of the budget.
Several years ago, the largest mobile ready companies realized the need for this service and began creating hyper local programs. Companies like Pandora, iHeart, Hulu, Spotify and CBS Radio, to name only a few of the hundreds of others, have developed geo-targeted technology so regional businesses can utilize their mediums, tap into their massive audiences and ensure that the message is only experienced where the product or service is available.
Services like this use IP addresses, area codes and third-party tracking to determine the location of the listener through cell towers or subscription- based information. And in addition to vetting the companies personally an elite agency will also utilize the services of an independent tracking company to verify delivery accuracy, ad viewability and duration of influence.
Mid- market regional companies don’t always need to spend big to be perceived big. They just need to know how to navigate the waters. And, once they do consumers may be surprised to hear their local brand highlighted on a national stage, which may make them take notice of your brand even more.