Local advertising

Local advertising refers to all advertising actions targeting consumers in a specific geographic area, with the aim of driving them to a nearby point of sale or encouraging local purchases.

Unlike national campaigns, local advertising is personalized for each geographic zone and aims to generate immediate, measurable actions: store visits, phone calls, online reservations.

Forms of local advertising

• Digital advertising: Geolocated social media ads, Google local campaigns, programmatic display.
• Out-of-home (OOH): Billboards, bus shelter posters, DOOH screens near the store.
• Audio and connected TV: Broadcast in specific geographic zones.
• Door-drop leaflets: Distributed within a defined radius around the store.

Local advertising delivers superior ROI compared to national campaigns because it targets only consumers likely to visit a specific point of sale.