3 Ways to Increase the Effectiveness of your Local Advertising Creative

Collaborative creative permits brands to speak to communities by localizing messaging and media through local points of sale. These points of sale might be an independently operated SMB, a chain store, sales agent, or even a vending machine. No matter the front, collaborative creative is all about making the local merchant the hero of the campaign while promoting a brand product. Localization is a term used ad nauseam in ad tech these days, but what does it really mean? Is it just inserting a city name and tightening your targeting radius? It can be. But do it well, and it will be that and much more. True collaborative creative is scalable, relevant to the consumer, and still tied to ROAS.

There are three components to effective collaborative creative:

1. Locality and Community 

People like to buy things from stores and merchants they are already familiar with; therefore, it’s easier to move someone towards a transaction from a store they visit regularly than to try to convince them to buy something from an unfamiliar shop. This is why location- specific information is so important. The benefit of local advertising is being able to connect a brand’s product to a specific place to drive consumer activity, this can only happen if you tell them where. 

 

2. Relevance

Collaborative creative can also be used to ensure you’re featured products or services are presented most effectively to local consumers. This means allowing specific stores to choose which products to feature in their ads or running multi-variant campaigns which present multiple different products at the same time — enabling real-time creative optimization to discern which to display in each local market.

3. Proximity 

No collaborative creative is complete without the proper delivery vehicle. While the behind-the-ad targeting may not always be thought of as “creative” in the classic sense, social targeting should always be inextricably linked with your imagery and copy; therefore, targeting is an important element of collaborative creative. This means always linking hyper-localized images and text with hyper-targeted campaign concepts. An ad that says “Buy this product right here and right now” is only effective if it reaches consumers within a reasonable distance to do so. What’s more, the efficiency gains from collaborative creative come in part, from the hyper-localized targeting. 

 

Bringing Cohesion to Your Collaborative Creative

You can have all the components, but how does one take some localized components and make into a cohesive ad unit? Specialized analytics can help here. Understanding performance retroactively can guide future creative development. Furthermore, scalability is also of great import with collaborative creative because it works best with many differentiated ad units and campaigns that are based on your sales network of stores, merchants, and agents. With Tiger Pistol, not only can you get the best creative analytics for collaborative advertising, with analysis that crosses nearly 200 billion data points, but you also get a powerful publishing engine that can deploy thousands of localized ads with a single button click. Tiger Pistol’s platform allows you to speak to consumers in their local communities, pointing them to their nearest point of sale, with relevant brand messaging showing them products they desire.