Top 5 Local Ad Stats of the Week: National Brands
June 6, 2014 | Contributed by: Joe Morsello
National brands are key contributors to local advertising spend. According to BIA/Kelsey, national brands are responsible for almost 40% of all local media advertising spend. In mobile, which is inherently local, national brands are expected to make up 70% of all mobile advertising by 2018. Yet even with the tremendous spending power of big brands, there are still opportunities for them to improve their local presence.
From the struggles of maintaining consistent and accurate business listing information for thousands of locations, to monitoring and responding to comments and criticisms on social media and reviews sites, national brands could use some help.
Here are some stats that outline how national brands are currently doing in the local space:
- Nearly two-thirds of national brands say that they currently invest in local marketing. (BIA/Kelsey)
- Only 7% of national marketers say they have effective local campaigns in place. (Balihoo/Chief Marketing Officer Council)
- Only 10% of consumers think any given brand is “shared” with them effectively. (Edelman)
- National brands miss 86% of the local consumer feedback published through social networks. (VenueLabs)
- 93% of national brands think data is essential to their overall marketing success. (Experian)
Be sure to check back next Friday for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!
Tags: advertising spend, Balihoo, BIA/Kelsey, big brands, business listings, Chief Marketing Officer Council, Data, Edelman, Experian, local advertising, Local Search, Local Search Association, multi-location businesses, national brands, research, reviews, social media, stats, study, VenueLabs