Industry Insights | Think Local, Sell Big: Winning Customers with Targeted Advertising

Entering 2025, as consumer behavior continues to evolve, dealers are facing profound adjustments in advertising strategies. More and more car buyers are moving research and transactions online, and traditional marketing methods urgently need upgrading. In this context, a hybrid strategy combining broadcast and streaming will become the mainstream for local advertising, while data-driven targeted placement is bringing dealers higher returns on ad spend and stronger user engagement.

The Power of Local Advertising

Dealers sit at the bridge between consumers moving from "consideration" to "purchase," making local advertising crucial. Broadcast can seamlessly integrate with digital and streaming platforms to deliver highly relevant content to local buyers.

Broadcast television still holds significant value, especially in local news programs. According to a report by Locality,Local Lift43% of viewers have a more positive view of brands that advertise during local news. This trust and credibility make broadcast an indispensable part of dealers' localized advertising strategies.

By using broadcast within a broader cross-platform strategy, dealers can enhance user engagement and drive measurable results.

Local vs. National Advertising Strategies

Many dealers mistakenly apply national advertising strategies directly to local campaigns, focusing on broad brand awareness while neglecting targeted engagement at the community level. Research shows that localized ads highlighting dealer locations, regional promotions, and community involvement outperform generic national messages.

A study comparing local dealer video ads with national automotive brand ads found that localized ads delivereda 6-point increase in brand favorability, a 5-point increase in advertiser trust, and a 9-point increase in community connectionNational advertisers who incorporate localized, authentic content into their ads can build trust and drive purchase intent.

Balancing Broadcast and Streaming for Maximum Impact

While streaming video enables precise targeting, broadcast remains the cornerstone of consumer trust and broad reach. Viewers spend an average of3 hours 46 minuteson broadcast television daily, followed by3 hours 12 minuteson streaming. For dealers, balancing the use of both platforms ensures maximum advertising effectiveness.

Broadcast builds broad awareness and ties to trusted local programming; streaming reaches in-market buyers through addressable ads. Using both mediums together helps dealers capture attention and guide buyers through the purchase journey.

Embracing Cross-Platform Video

Dealers must embrace cross-platform video advertising, which enables real-time testing, dynamic storytelling, and creative optimization. This approach ensures maximum reach and relevance in an ever-changing market.

Cross-platform analytics driven by automatic content recognition (ACR) data are setting new standards for campaign measurement. ACR data captures viewing behavior across broadcast, streaming, and linear TV, providing valuable audience insights. Locality's partnership with Inscape unifies these data sources, helping dealers measure impact and optimize strategies using location-based insights.

By combining local broadcast television with targeted premium streaming video inventory, dealers can create seamless, high-impact cross-platform campaigns.

Standing Out in a Competitive Market

Localized advertising gives dealers a unique advantage in a crowded market. Unlike broad national campaigns, localized ads highlight dealers' specific strengths, such as community involvement or superior customer service.

Combining targeted streaming with broadcast television maintains consistent brand messaging while ensuring effective audience reach. This dual-track approach helps local dealers stay competitive even against national rivals with larger budgets.

Key Takeaways for Dealers

To succeed in today's evolving advertising landscape, dealers should focus on:

1. Adopting localized strategies—Shift from generic national messages to tailored ads that address local buyer preferences.
2. Leveraging cross-platform campaigns—Combine the precision of streaming with the broad reach of broadcast to create impactful campaigns.
3. Investing in data-driven tools—Use advanced analytics to dynamically optimize creative assets and maximize return on investment.
4. Adapting to changing viewing habits—Deliver personalized, addressable ad messages to in-market buyers across multiple platforms.
5. Highlighting local value—Differentiate your dealership through unique promotions, community involvement, and personalized service.

By refining local advertising strategies, dealers can gain a competitive edge, enhance brand loyalty, and drive measurable results. As consumer demand for localized messaging grows, investing in cross-platform local video campaigns has become an opportunity that national advertisers cannot afford to ignore.

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