Presenting Local Market Trends and Data to Advertisers

Local Market Trends: What Advertisers Need to Know

In looking at trends, there are macro and micro. The projections for ad spending are typically at the macro level. When you enhance this with local knowledge, advertisers have more context. They want to understand the shifts and changes at the local level. You can use this knowledge to guide them to the best tactics to reach their targeted audience.

Some data points to share include:

• The state of home buying and selling: This data is critical for advertisers in real estate and the mortgage industry. It’s also a sign of the economic picture for the area. You can find specific information on com.
• New business openings: New companies entering the market can be insightful to many businesses. It can reveal new competitors. It’s also another economic signal. If these numbers increase, it likely means your market is attracting new companies and growing.
• Current demographics: Census data can offer an accurate picture of the makeup of your region. If your advertisers haven’t changed targeting criteria in some time, this can help evolve their ideal customer profile.
• Employment statistics: New job creation was a major theme in 2023, and 57% of companies say they’ll be hiring in the first half of 2024. If your customers need to hire, this data can inform the ad channels and targeting they use. Even if they aren’t recruiting, the health of hiring is another data point that indicates a growing or retracting economy.
• New construction projects (residential and commercial): Building starts are another local market trend to consider. This data offers insights into real estate, economic growth and new areas for business or living. It could shape how you geofence areas, for example.

All this information paints a picture of what’s happening in your region. This business intelligence can be key in shaping campaigns and targeting. It also demonstrates how in tune you are with the market.

How to Present Local Market Trends and Data

For the insights you share to be meaningful, you have to know the advertiser’s goals and challenges. Whether they are an existing customer or a prospect, their objectives will shift and evolve. The local market influences these things and should be part of the discussion. Here are some pointers on presenting these insights to your customers:

1. Define their specific advertising goal: What do they need — customer acquisition? Employees? Help with launching a new location or product?
2. Evaluate their target audience attributes: When did they last update these? Do new demographics align with them? Where are the gaps?
3. Review geographic targeting: Are there revitalized or new areas to include? Have there been ZIP code migrations that would indicate a need to add more to their targeting?
4. Assess the competition: Are new companies taking over their market share? How can advertising tactics win those customers back?

In providing these trends and data, make sure it’s easy for your customers to follow and to connect the dots. The more relevant information you can relay, the more likely they are to increase spending on campaigns.