Local audiences
Reach local audiences in the towns and cities that matter to your brand.
Sometimes the audience that matters most is a local one. That might be your own town, or it might be a city you have never had a presence in, a region you are expanding into, or a handful of specific places where your customers are concentrated. You do not have to be a local business to want a local audience.
We plan targeted regional and local campaigns that concentrate your spend on the exact areas you want to reach, whether that is one town or twenty, so far more of it works where your audience actually is.
The strength of local advertising is proximity. A bus rear, a roadside 48 sheet or a shelter on a busy high street all map onto real streets and real journeys, reaching people close to the point of decision. Outsmart research found 46% of people search for a brand and 26% visit its website after seeing an out-of-home ad (Outsmart, using Route data).
We concentrate formats around the exact catchments you want to reach, and can plan geo-targeted digital and local audio right down to postcode level. With 18+ years of local buying, we know which specific sites and routes actually deliver, and because we are independent that advice is honest.
Channels we plan for local reach
Why brands book their local campaigns with us
The value of local advertising comes from getting the geography right. Put your sites in the wrong place and much of your budget reaches people outside your audience. Put them in the right place and far more of it works.
We have extensive experience helping brands with local campaigns across the UK. We know which sites and routes are worth having in a given area, what is available, and how to get the most from each media owner. You work with an experienced buyer directly rather than through a chain of account managers.
FAQs
How local can you actually target?
Very local. We can concentrate outdoor formats around specific catchments and neighbourhoods, and plan geo-targeted digital and local audio down to postcode level, so your budget stays focused on the areas that matter to your business.
Is local advertising affordable for a small business?
Yes. Because a local plan reaches a defined area rather than the whole country, the cost of entry is lower and the budget stretches further.
Can you combine local advertising with a wider campaign?
Absolutely. Local activity works well on its own and as part of a regional or national plan. If your reach needs to stretch further we can scale up, and if your customers belong to a specific community we can build that in too.
What data do you use to plan local targeting?
We use industry standard sources including ONS, Route, BARB and RAJAR, alongside our knowledge of local routes and sites, to place your campaign where it will work hardest.
