On TV, local advertising makes up the lion’s share of political ad spending. Again, this is a big contrast to the overall TV market, where local will account for 34.2% of total TV ad spending this year. To view the full forecast, click here. Takeaways for marketers. CTV gives marketers the opportunity to turbocharge tried-and-true TV spots.

The void left by the decline of regional channels means a greater share of spending is shifting to a diverse selection of local advertising channels. According to BIA Advisory Services, 52% of local advertising will go to “traditional” media like cable, radio, and newspapers, while 48% will go to digital channels.

They're extending their tentacles into local advertising as well. They have been rumored to be purchasing some of these Sinclair regional sports networks that have gone bankrupt. That'd be a little bit of a loss-leader, but it'd give them a relationship with some of these local and regional advertisers that they haven't had as much contact with before.

TikTok’s opportunity: The app’s ad revenues are already set to soar past Twitter and Snapchat combined, but adding localized features can help TikTok tap into valuable local advertising markets and aid smaller businesses in reaching consumers. Location-specific content will also open up other opportunities with major advertising partners.

In addition to allowing TikTok to display more relevant and personalized content to users, the feed could open up the possibility of local advertising and make TikTok a better competitor to Google. Commerce Updates. TikTok Tests a Shop Tab. TikTok is testing a dedicated Shop tab where users can browse and buy products across various categories.

The industry’s TV spending dropped 23% in June compared with last year and has shifted away from local advertising, according to iSpot.TV. By the numbers: Car brands spent a hefty $161.3 million on TV advertising last month with a greater focus on national ads and sporting events.

Linear addressable ads have historically been sourced from the 2 minutes per hour reserved for local advertising. Now, as advertisers’ appetites for addressable media swell, sellers are working to meet that demand. A few recent examples:.

Linear addressable ads have historically been sourced from the 2 minutes per hour reserved for local advertising. Now, as advertisers’ appetites for addressable media swell, sellers are working to meet that demand. A few recent examples:.

This is especially true of midterm elections, which are dominated by congressional, gubernatorial, and mayoral races that lean toward local advertising. For the duration of our forecast period, the growth in local TV spending will exceed or match the growth in national spending in even-numbered years, when the US holds high-profile elections that garner heavy local ad investments.

Uber taps in to OOH and self-serve ads as its ad empire expands: Advertisers can now display car-top ads on 3,500 cars in several US cities, targeted by ZIP code.

TikTok swoops in to fill the addressability drought: D2C brand spending increased 231%, but its lead won’t last forever.

Google Maps is closely integrated with local search and local advertising. Maps and Waze both have numerous advertising formats, including pins and search ads. Just prior to the pandemic, roughly 5% of Google text search ads for brick-and-mortar businesses on phones were in Maps, according to the latest data available from Merkle.