Connected TV (CTV) has quickly become a cornerstone of modern advertising. With premium inventory, non-skippable ads, and completion rates of up to 96%, it offers unmatched brand-building opportunities. In fact, CTV campaigns can deliver up to a +19.8% lift in brand awareness.

But success requires more than reach. It means combining local intelligence and omnichannel activation to deliver the right message, to the right audience, at the right time. Here’s how brands can build CTV campaigns with both local and national impact in six simple steps.

1. Pinpoint Your Audience

Everything in advertising starts with knowing your audience. Locala’s Audience Explorer allows brands to go beyond basic demographics to understand not only who consumers are, but where they are most receptive.

By tapping into localized insights, brands can:

• Identify ZIP-level areas with high engagement and brand affinity
• Analyze purchase behaviors, media receptivity, and competitor trends
• Understand mobility patterns and cross-visitation to pinpoint high-value locations
• Leverage socio-demographic and intent data for deeper audience segmentation

The result: Instead of being wasted on broad impressions, CTV budgets reach the right audiences at every level — global, national, multilocal, and local.

2. Bridge the Gap Between Online and Offline

While CTV is a powerful digital channel, real-world outcomes matter. Locala’s Omni Planner bridges the gap between online and offline by unifying consumer insights into a single planning tool.

With Omni Planner, brands can:

• Compare a brand’s store visits and online trends against competitors, nationally and locally
• Define & activate localized tactics at scale and optimize planning with precision
• Optimize CTV campaigns in real-time to maximize ROI

This connection between digital behavior and physical movement ensures your CTV ads don’t just build awareness but also drive measurable outcomes.

3. Combine CTV and Mobile for Full-Funnel Impact

CTV excels at building upper-funnel awareness, but pairing it with mobile creates a full-funnel strategy that drives action. Studies show this combination can increase brand recall by 60% and boost conversion rates by 30%.

Here’s how the channels complement each other:

CTV: Delivers attention-grabbing, non-skippable ads in a premium, brand-safe environment with 98% viewability

Mobile: Retargets users who saw your CTV ads to encourage immediate engagement or purchase

By combining big-screen storytelling with small-screen precision, brands can maintain continuity across devices while ensuring their campaigns resonate from awareness to conversion.

4. Activate with Precision

Once your plan is in place, it’s time to activate with accuracy. Locala’s activation tools are designed to maximize efficiency and minimize wasted impressions.

Tactics for Precision Activation:

• Mobile Retargeting: Re-engage audiences exposed to your CTV ads and drive them toward action, boosting conversions by up to 30%

• Video on Every Screen: Run unified campaigns across desktop, mobile, and CTV (including YouTube) while managing frequency for optimal reach
• Content Targeting: Match your ads with relevant shows, genres, or themes to ensure your message appears in brand-safe, contextually relevant environments

By activating across multiple screens and optimizing frequency, brands create consistent, omnichannel exposure that builds both reach and trust.

5. Elevate Performance with Dynamic Creative

Creative is the final piece of the puzzle, and it’s where campaigns win attention and drive interaction. Locala supports Dynamic Creative Optimization (DCO) to keep ads relevant, engaging, and performance-driven.

• Interactive QR Codes: Turn TV viewers into customers with a single scan, bridging offline and online
• Dynamic Personalization: Serve tailored creative based on audience segments, location, or context
• Optimized ROI: Continuously refine messaging and visuals to maximize impact across publishers and audiences

With high attention scores and ad recall rates, dynamic creative transforms brand awareness into measurable results.

6. Unlock Insights That Drive Growth

Successful campaigns aren’t just launched, they’re learned from. Locala provides advanced CTV insights that allow brands to refine strategy and prove ROI.

Key insights include:

• Media and Performance KPIs to refine optimization and future strategy

• Brand Insights through Brand Lift Studies to measure awareness impact
• Advanced Audience Insights about who and where your consumers are
  

By unifying data into a single platform, Locala enables brands to track their success, make real-time adjustments, and scale campaigns with confidence.

Locala in Action

Locala’s solutions are already delivering measurable impact for leading brands. 

For example, a fast-casual barbecue chain sought to enhance brand awareness and increase visibility of its restaurant locations to potential diners. To achieve this, the brand leveraged smart audience insights and location-based strategies, targeting barbecue enthusiasts and frequent restaurant-goers who were most likely to engage. 

By focusing on dynamic commerce areas, such as people within a 15-minute drive and those with strong geo-affinity to its restaurants, the campaign ensured its message reached the right audience at the right time.

The results spoke for themselves: 

These success stories demonstrate how Locala combines local precision with national scale to deliver campaigns that not only perform but also resonate.

Ready to Take Your CTV Strategy to the Next Level?

CTV is built for brand impact, but its real power lies in pairing it with deep audience insights, omnichannel planning, and creative innovation. With tools like Audience Explorer and Omni Planner, Locala helps brands achieve both national reach and local resonance.

Book a demo today to see how Locala can unlock growth for your brand with smarter CTV campaigns.

A Year of Momentum, Innovation & Industry Impact.

From introducing new data and activation capabilities to refining our measurement suite and earning industry awards, 2025 was a year of momentum for Locala. We strengthened our global partnerships, expanded our platform, and helped brands bring more relevant, localized strategies to market. Here’s a look back at the milestones that defined the year.

Digiday Award Winner: Best Location Data Platform

In August, Locala was named ‘Best Location Data Platform’ at the 2025 Digiday Technology Awards for our work with IWC Schaffhausen.

The award underscored how our localized approach drives real outcomes. For IWC, we combined precise audience targeting with strategic retargeting to boost brand consideration and increase boutique visits nationwide, reinforcing why brands trust Locala to reach the right consumers at the right moment.

Cannes Lions: Leading the Conversation on Channel-less Commerce

At Cannes, Ed Silhan, Chief Revenue Officer & General Manager of Americas, joined EssilorLuxottica and Momentum Worldwide to explore how shoppers now move fluidly between online and offline touchpoints.

The conversation highlighted a clear shift: consumers no longer follow linear journeys. They research online, explore in-store, and convert wherever it’s most convenient. As digital and physical channels converge, brands must unify their storytelling and ensure every touchpoint delivers a connected, personalized experience. The panel showcased how Locala helps brands plan for this new fluidity.

Consumer Insights & Reports

In partnership with eMarketer, we surveyed 2,850 consumers to learn how they truly shop in today’s evolving retail environment.

Consumers research digitally, validate in person, and choose the fastest or most convenient path to purchase. The findings highlight the importance of relevance, loyalty data, and localized targeting, reinforcing that brands need unified, context-driven strategies that reflect how people actually shop.

Our Annual Retail Barometer, informed by insights from 2,000 American shoppers, revealed three forces transforming retail:</span>

• The End of Channel Silos: Shoppers move fluidly between digital and physical touchpoints and expect consistent information and experiences across all of them.
• The Rise of AI-powered Personalization: Consumers increasingly rely on recommendations and tailored offers that simplify decision-making.
• The Growing Demand for Hyperlocal Relevance: Shoppers want messaging and experiences that reflect what’s happening in their specific market or neighborhood.

Together, these trends show that shoppers now expect seamless journeys, tailored interactions, and marketing rooted in local context. The report gives marketers a clear, data-backed roadmap to plan more effectively in a constantly evolving retail landscape.

Omni Planner Launch: A New Era of Unified Planning

A major highlight of 2025 was the launch of Omni Planner, our new solution for unifying online and offline engagement data.

Omni Planner gives marketers a holistic view of how audiences discover, consider, and choose brands at the market level. It replaces fragmented workflows with localized intelligence that makes planning faster, clearer, and more effective. Early campaigns show increases in attention, brand preference, and store visits—proving the impact of unified planning.

Sustainability Solution Launch: Smarter, Greener Media

To support more responsible advertising, we introduced Carbon Measurement & Offset Solution.

Through partnerships with Scope3 and EcoTree, brands can now measure the true carbon footprint of their campaigns, optimize toward greener supply paths, and offset what they can’t reduce. It’s a practical, transparent way to align sustainability and performance, ensuring campaigns are not just effective, but environmentally conscious.

AdCP Launch Member: Advancing an Open Advertising Ecosystem

This October, Locala became a proud launch member of the Advertising Context Protocol (AdCP), a new standard designed to power agentic advertising across the ecosystem.

With a simple audience prompt, Locala’s Demo Planning Agent instantly translates inputs into standardized planning outputs (reach, price, and attributes) ready to plug into any workflow. It’s a clear look at what happens behind the scenes: how an agent interprets a request, retrieves the right intelligence, and structures data in real time.

PRODU Partnership: Elevating Localized Strategy Across LATAM 

Our partnership with PRODU provided a strong platform to highlight the rising importance of localized strategy across LATAM. Through a series of features, Locala experts explored the shifting behaviors of Mexican car buyers, the launch of Omni Planner, the role of women in leadership, and the ways geolocation data helps brands uncover new opportunities. 

New Creative Formats: The Story & Prime Time

We continued to innovate with the launch of two new ad formats designed to help brands deliver more relevant, engaging experiences.

• The Story brings a social-inspired, multi-frame experience to mobile, desktop, and DOOH, enabling richer storytelling in a format audiences already love.

• Prime Time adapts dynamically throughout the day, delivering the right message at the right moment and driving stronger intent-based conversions.

Looking Ahead to 2026

Heading into 2026, we’re elevating the essentials: omnichannel intelligence, sustainable solutions, interoperable tech such as AdCP, and creative experiences built to stand out. At the same time, we’re gearing up for major leaps across agentic AI, data innovation, and activation. 

These new capabilities will empower brands to move faster, target smarter, and adapt in real time. We’re looking forward to bringing these new capabilities to market in 2026 and giving brands more ways to drive meaningful results.

Contact us to unlock actionable insights and stronger results in the year ahead.

As expectations for sustainable business practices continue to rise, brands are looking for tangible ways to reduce the environmental impact of their media investments. At Locala, we believe that smarter marketing should also be more sustainable. That’s why we’re excited to introduce Locala’s Carbon Measurement & Offset Solution, built to help advertisers measure, reduce, and balance the carbon footprint of their digital campaigns.

Measure with Confidence

In partnership with Scope3, Locala now provides precise, transparent measurement of your campaign’s carbon footprint, capturing the impact of every impression. This level of clarity empowers advertisers to make greener media choices without compromising scale or performance.

Optimize for Greener Impact

With sustainability and performance working hand in hand, our solution automatically optimizes media delivery toward greener, cleaner partners, reducing indirect emissions while improving campaign efficiency. Brands benefit from stronger results, lower waste, and media environments that align with consumer values.

Offset What You Can’t Reduce

When emissions cannot be fully eliminated, Locala helps brands balance their impact. Through our trusted partner EcoTree, advertisers can offset remaining campaign emissions with certified carbon credits that contribute to meaningful climate action.

Why It Matters

Purpose Meets Performance: Choosing greener partners aligns brand values with measurable results.

Build Trust Through Action: Transparent measurement strengthens long-term credibility with consumers.

Cleaner, Safer Media: Campaigns run in high-quality, sustainable environments that reinforce brand integrity.

A Cleaner Path Forward with Locala

Locala’s Carbon Measurement & Offset Solution is more than a sustainability initiative; it’s a smarter way to plan and execute digital media. By accurately measuring emissions, optimizing toward greener supply paths, and offsetting what remains, brands can drive real environmental impact without sacrificing performance.

Contact us to discover how Locala can help your brand build cleaner, greener, and more effective campaigns.

Digital advertising is one of the most powerful tools available to marketers, but running effective campaigns requires a careful balance of strategy, creativity, and data-driven decision-making. Without the right approach, campaigns risk falling flat due to misallocated budgets, poor targeting, or underperforming creative.

There’s nothing worse than pouring resources into a campaign that fails to reach the right audience or drive meaningful results. We’re here to spare you the wasted ad spend.

In this article, we’ll explore five common pitfalls of digital advertising and tips and best practices to overcome them. By addressing these challenges, marketers can drive stronger results, maximize efficiency, and ensure their efforts lead to meaningful business outcomes.

1. Treating Every Location Like They’re the Same

The Problem:

Many marketers overlook differences in local consumer behavior, applying a one-size-fits-all approach that results in wasted ad spend and ineffective campaigns. Consumer preferences, brand affinity, competition, and mobility patterns vary significantly from one region to another. Ignoring these nuances often results in poor engagement, decreased campaign impact, and misallocated spend. 

The Solution:

Successful advertisers recognize that tailoring campaigns to specific markets leads to stronger results. Brands need to leverage localized data to account for the unique context of each area, ensuring their campaigns resonate with the right consumers.  Doing so can help brands:

• Optimize budgets where brand affinity is strong and eliminate waste in low-interest areas. 
• Align creative and offers with local consumer behaviors and preferences.
• Improve engagement by delivering ads that feel relevant to the preferences of each market.

At Locala, our localized approach ensures campaigns are more relevant and impactful, driving better engagement, higher conversion rates, and stronger ROI. The Locala Planning platform empowers marketers to fine-tune their strategies using real-world consumer insights – mobility, brand affinity, intent, sociodemographic, and more, making it easier to reach the right audience in the right place at the right time.

2. Not Aligning Creative with KPIs

The Problem:

Don’t underestimate the importance of aligning creative with KPIs. When they don’t match, campaigns risk falling short, leading to wasted resources and missed opportunities. For example, a brand looking to drive users to physical stores might include a CTA directing them to a website instead of the nearest location. This misalignment can create confusion, reduce engagement, and hinder conversions.

The Solution:

Prior to each campaign, clearly define your KPIs and ensure they align with your creative to guide consumers toward the desired outcome. Ask yourself: Is your creative leading them to take the right action, or is it sending them in the wrong direction? For example:

• Driving store visits: If your goal is driving store visits, ensure your messaging centers around clear calls to action, convenience, and personalized navigation. For example, The Store Navigator format presents users with an interactive map displaying the nearest store locations based on their current position. Users can select a store, choose their preferred travel mode, and receive detailed directions, including distance and estimated travel time, ensuring they have the fastest route to the nearest store.
• Boosting brand engagement: To enhance brand engagement and increase purchase intent, it is essential to deliver personalized offers that resonate with your target audience. With Locala’s Coupon Downloader, marketers can create tailored, location-based promotions that encourage consumers to engage with the brand. By offering exclusive discounts based on proximity and preferences, the Coupon Downloader drives consumer action and leads to increased engagement and loyalty.

At Locala, we believe ad creative should be a path to success, not a roadblock. That’s why we offer added-value creative services and a diverse range of unique, engaging ad formats designed to help advertisers reach their KPIs effectively.

3. Neglecting Audience Segmentation

The Problem:

Generalized targeting often fails to engage the right consumers, leading to wasted impressions, low engagement rates, and inefficient ad spend. Without a clear segmentation strategy, campaigns often target consumers with little interest in the product or service. This reduces effectiveness and wastes ad spend that could be directed toward high-intent customers.

The Solution:

Precise audience segmentation is key to maximizing campaign impact. By leveraging data-driven insights, brands can move beyond broad demographic targeting and instead focus on behavioral patterns, location-based trends, and real-world consumer behavior. When campaigns are tailored to the right audience, engagement increases, media spend becomes more efficient, and business outcomes improve.

Locala’s AI-powered audience segmentation capabilities take the guesswork out of targeting. By analyzing real-world consumer behaviors, preferences, and movement patterns, Locala helps brands identify and engage high-value audiences with precision.

• Building highly specific audience segments: Whether targeting based on location, shopping habits, brand affinities, or mobility trends, Locala enables marketers to refine their audience strategy beyond simple demographics.
• Real-time data-driven insights: Locala continuously refines audience segments using AI, ensuring that targeting evolves based on the latest behavioral trends and campaign performance.
• Optimized engagement and higher ROI: By ensuring ads are shown to the most relevant consumers, brands maximize their media spend and drive meaningful business outcomes, such as in-store visits, online conversions, or brand engagement.

By leveraging advanced tools to segment and analyze consumer data, marketers can create campaigns that resonate with their target audience.

4. Focusing on Vanity Metrics, Not Business Outcomes

The Problem:

Traditional campaign metrics such as impressions and clicks (without context) can often misrepresent campaign success. Relying on these metrics can result in a wasted budget as they do not necessarily correlate with meaningful business outcomes. In an increasingly competitive industry, marketers need to move beyond vanity metrics and focus on those that offer actionable insights. 

The Solution:

Successful campaigns don’t just generate views or clicks, they answer critical business questions:

• How many visits did my campaign drive?
• What was my cost per visit (CPV)?
• How many consumers were genuinely engaged with my brand?

Through advanced measurement and AI-driven insights, Locala provides brands with a clear understanding of their campaign’s impact.

• Foot Traffic Measurement – Go beyond online engagement to track how digital ads influence real-world store visits. Locala’s location intelligence tools provide visibility into how campaigns drive in-store traffic.
• Attention Metrics – Rather than relying solely on viewability and clicks, Locala measures consumer engagement through key indicators such as time spent with an ad, interaction rates, and on-screen visibility. These insights help brands understand whether their ads are truly capturing attention.
• Sales Lift Analysis – Measure the direct impact of campaigns on revenue by analyzing consumer purchasing behavior before, during, and after exposure to an ad.
• Cost Per Visit (CPV) Optimization – Instead of focusing solely on impressions, Locala prioritizes efficiency by optimizing toward CPV, ensuring ad spend is directly tied to consumer action.

By focusing on key KPIs such as foot traffic, conversions, sales lift, and CPV, Locala provides brands with actionable insights that directly tie marketing efforts to business success, ensuring every campaign delivers meaningful results.

5. Ignoring Cross-Channel Harmony

The Problem:

In today’s digital world, consumers interact with brands across multiple touchpoints such as mobile, desktop, digital out-of-home (DOOH), social, and more. When campaigns lack a unified strategy, it leads to inconsistent messaging, inefficient ad spend, and missed opportunities to engage consumers. Without a coordinated approach, brands risk confusing their audience and weakening the overall impact of their marketing efforts.

Cross-channel success isn’t just about harmonizing messaging and creative elements, it’s about understanding media receptivity. Different channels perform better in different environments, so optimizing the media mix is essential for driving business outcomes.

The Solution:

An effective cross-channel strategy relies on finding the optimal media mix that delivers the best store-level results and ensures messages reach consumers at the right time, place, and through the most effective channels.

Locala ensures brands maximize engagement and business outcomes by optimizing campaigns based on media receptivity. By tailoring strategies to the most impactful channels per market. Whether that’s display, DOOH, audio, CTV, or a combination of them all—Locala helps brands reach consumers more effectively and efficiently. 

• Integrated strategies: Locala enables brands to execute campaigns that connect online and offline experiences, reinforcing brand messaging and improving recall across key channels.
• Seamless measurement and optimization: Locala provides real-time insights into how campaigns perform across different channels, allowing marketers to fine-tune their strategies for maximum efficiency and ROI.

Avoiding these common pitfalls of digital advertising is key to unlocking the full potential of your digital ad campaigns. At Locala, we provide marketers with the tools and insights to overcome challenges, optimize strategies, and achieve meaningful results.

Ready to elevate your digital ad campaigns? Discover how Locala’s advanced Planning platform can help you avoid common pitfalls and achieve measurable business outcomes. Schedule a demo today or contact us to begin building smarter, more impactful campaigns.

Black Friday continues to be the biggest retail event in the U.S., and 2025 is shaping up to break new records. In 2024, Americans spent an astounding $17.5 billion in one day, averaging $674 per shopper. More than 152 million consumers made purchases, with top categories including electronics, apparel, and cosmetics.

For brands, this means opportunity but also fierce competition. Discounts alone won’t cut through the noise. Success depends on strategies that connect with the right shoppers, in the right place, at the right time.

Why Consumer Insights Drive Success

To maximize ROI, marketers need to go beyond demographics and uncover real-world consumer behaviors. Data-driven insights help brands:

• Identify where target shoppers spend time, both online and offline.
• Understand which competitors they also consider.
• Uncover lifestyle affinities and purchase motivations.

By leveraging tools like Locala’s Audience Explorer, marketers can design personalized Black Friday campaigns that outperform generic mass messaging.

Black Friday Power Shoppers: Who They Are and How to Reach Them

Different types of shoppers dominate Black Friday. Knowing their motivations is essential to crafting compelling offers and creative.

1. Bargain Hunters: The Deal Seekers

• Profile: Aged 18–55, both male and female.
  

• Behavior: Compare prices online and in-store, use coupon apps, follow brands for flash sales.
  

• Best Strategies:
  

• • Highlight “limited-time” deals in mobile and DOOH ads.
  • Use retargeting to follow them across devices with updated offers.

2. Holiday Shoppers: The Gift Givers

• Profile: Aged 25–65, primarily female.
  

• Behavior: Plan ahead, value holiday traditions, and subscribe to newsletters for festive deals.
  

• Best Strategies:
  

• • Use warm, holiday-themed creative that highlights gifting moments.
  • Optimize mobile experiences for quick browsing and purchasing.
  • Deliver localized DOOH ads near shopping centers and malls.

3. Tech Enthusiasts

• Profile: Early adopters, brand-conscious, often higher-income.
  

• Behavior: Research-driven, eager to test the latest gadgets.
  

• Best Strategies:
  

• • Create interactive in-ad video experiences to showcase product features.
  • Use geo-targeted campaigns around tech stores.
  • Highlight exclusivity and innovation to drive urgency.
    

By tailoring messaging and offers to each segment, brands can increase conversion rates and maximize ad spend efficiency.

How Locala Powers Black Friday Success

Locala helps marketers connect with shoppers by turning real-world behavior into actionable strategies. Using Insights AI, Locala analyzes store-level behavior to craft campaigns that resonate with shoppers in specific locations.

By leveraging Dynamic Commerce Areas to target high-affinity consumers precisely, Locala uncovers fresh brand insights such as foot traffic trends and cross-visitation patterns to identify dedicated customers, brand switchers, and the most promising prospects. This behavior-first approach helps brands align their methods with actual shopper trends and outmaneuver the competition.

To take these insights a step further, Locala’s Omni Planner combines online and offline data on one platform, making it easier to view the full consumer journey, build hyper-local media plans, and benchmark performance against competitors. From planning to activation, Omni Planner helps brands turn insights into action quickly and effectively.

Omni-Channel Campaigns: The Winning Mix

Consumers don’t shop in silos, and neither should your marketing. A strong Black Friday 2025 marketing strategy requires a balanced mix of channels:

DOOH

• Broad reach, especially in high-traffic areas like shopping centers.
  
• Captures attention at moments of intent (near stores).

Mobile & Desktop Display

• Precision targeting with localized creative.
  
• Interactive formats like swipeable carousels and in-ad video to drive engagement.
  

Locala helps brands discover their winning media mix with advanced AI-driven solutions like the Panel Optimizer. The Panel Optimizer transforms DOOH planning with real-time data-driven scoring. Identify who your audience is, where they will be, and the best times to reach them, maximizing impact and minimizing wasted spend.

How Locala Boosted Site Visits for a Tech Retailer 

A leading European tech retailer used this approach to transition into e-commerce during Black Friday. By blending DOOH, display, and SMS campaigns with real-time adjustments, they achieved:

The takeaway: Omni-channel campaigns rooted in local data drive tangible results.

Ready to turn insights into impact this Black Friday? 

This Black Friday, brands that harness localized insights, omni-channel execution, and data-driven optimization will rise above the noise and reap greater rewards.

Want to see how localized strategies can boost your brand this Black Friday? Request a demo today.

Shoppers aren’t playing by the old rules, so why are brands still planning like they are?

Consumers no longer shop in a straight line. They might discover a product on their phone in the morning, test it in-store during lunch, and complete the purchase online that evening. It’s not about “digital” versus “physical”; it’s about what’s most convenient in the moment.

Locala x EMARKETER 2025 Report

To explore how shoppers are navigating this new landscape, Locala partnered with EMARKETER to survey 2,850 U.S. consumers. The results reveal a powerful shift: people are actively blending their experiences across channels, while many marketers are still planning as if those environments operate separately.

70%+ of shoppers move fluidly between online and in-store touchpoints

77% use mobile in-store to check prices or reviews

60%+ pay more attention to ads that reference their city

This is what defines channel-less commerce, a consumer-driven, context-first shopping journey that rewards relevance and penalizes fragmentation. Brands that treat each touchpoint in isolation are falling behind, while those that deliver seamless, locally relevant experiences are rising above the noise.

So, how do you plan for a world like this? Explore the full report here. 

Winning in a Channel-less Commerce World

If consumers are already shopping this way, the question isn’t if your brand should adapt; it’s how fast you can.

To succeed, your strategy needs to reflect how people move through the buying process: researching on one screen, visiting stores for immediacy, and responding to ads that feel personal and relevant.

That means moving beyond disconnected campaigns and toward a planning model that includes:

✅ Unified insights across digital and physical journeys

✅ Localized targeting that meets shoppers in the right place, at the right time

✅ Loyalty data activation to personalize messaging and offers

✅ Consistent brand storytelling across every touchpoint

Measurement also needs to evolve. Traditional attribution models weren’t built for journeys that start with a mobile search, jump to an in-store comparison, and end in an app purchase days later. Without visibility across that full path, performance gets lost in the shuffle.

The brands that win are the ones that:

• Show up early
• Stay relevant through local, personalized ads
• Capture moments of intent, especially in-store
• Use loyalty and behavioral data to keep the experience connected

This isn’t just about better creative or bigger budgets. It’s about aligning strategy with how people shop and using the right solutions to make that possible.

How Omni Planner Brings Clarity to a Fragmented Landscape

Locala’s Omni Planner was built for this exact moment, where traditional solutions fall short and marketers need better ways to turn insight into impact.

By combining digital signals with real-world behavior, Omni Planner gives marketers a unified view of performance across every environment. It eliminates the guesswork of fragmented planning and delivers campaigns that actually match how people shop, whether online, in-store, or in between.

With Omni Planner, advertisers can:

• See how awareness, engagement, and visitation stack up in each market
• Generate localized, insight-led strategies without building plans manually
• Benchmark against competitors across digital and physical touchpoints
• Adapt campaigns to regional behaviors in just a few clicks

Brands using this engagement-based approach have reported:

Download the full report & book a demo to discover how consumer behavior is reshaping the path to purchase, and see how Omni Planner can help you turn channel-less commerce complexity into clarity.

The optics industry is evolving, and so are its consumers. In 2025, American optics shoppers are more comparison-driven and less brand-loyal than ever before. They’re visiting multiple eyewear retailers, weighing options, and leaving room for persuasion. If your brand isn’t visible at the right moment or tailored to local behaviors, you risk losing out on 38% of potential customers who are open to switching brands.

In this post, we break down the latest insights on optics shoppers in 2025, share strategies to increase conversion, and show how brands are using AI-driven tools like Insights AI to maximize ROI.

Shoppers today are more curious and less committed. 41% explore multiple eyewear brands before making a purchase, and on average, they visit 1.6 different brands during their journey. What’s more, 38% of in-store visitors are switch-minded, meaning nearly 4 in 10 people who walk through your doors could be swayed by a better offer if you’re not engaging them strategically.

The Power of Localized Insights

One of the most overlooked advantages in modern optics marketing? Local consumer behavior.Even seemingly small differences like how many brands shoppers typically compare can vary widely from one market to another. Understanding these local shifts allows marketers to:

• Adjust delivery timing
• Customize the media mix
• Tailor creative strategies to specific locations
• Optimize target audiences for maximum relevance

Key Audiences to Watch in 2025

To get the most from your campaigns, it’s essential to focus on the right segments. Locala’s 2025 data identifies several high-potential optics audiences:

• Screen-Time Professionals
• Multi-Brand Shoppers
• Parents of Young Children
• Seniors
• Beach & Sun Seekers

Connecting Online and Offline to Drive Real-World Results

Today’s optics shopper moves fluidly between screens and storefronts—and expects brands to do the same. That means it’s no longer enough to perform well online or in-store. You have to deliver both, and do it in a way that feels seamless and localized.

With tools like the Omni Planner, brands can integrate online signals like search behavior and web traffic with offline metrics such as footfall and store preference. The result is a clear, actionable view of performance across every market, helping marketers adapt strategy, creative, and media mix to match local realities and outmaneuver the competition.

As Caroline Proto, Director of Global Media at EssilorLuxottica, shared during a recent Locala-hosted panel at Cannes:

“We view the online behavior as the research phase, almost like a showroom,” she explained. “Five years ago, the store was the showroom. Now they’re coming in with intent and they have a pretty good idea of the brand or the style they are looking for. It’s a shorter conversion cycle once we get them through the door.”

As the shopper journey becomes more fluid, the need for full-funnel visibility and seamless coordination grows. Proto emphasized that identifying online engagement trends, such as increased interest in a specific brand, should directly inform in-store decisions like inventory planning, staff readiness, and localized content. It’s a smart, data-driven approach that bridges digital discovery and physical conversion for stronger, more efficient results.

Explore more takeaways from the Cannes panel here.

How Locala Helps Brands Win with Localized Insights

With over 300 campaigns across 12+ brands in 10 markets, Locala knows what works in today’s competitive environment:

Ready to Win More Customers?

The optics shopper of 2025 doesn’t wait. They compare, they evaluate, and they choose what feels best in the moment. By leaning into data-driven strategy and powerful AI tools, optics brands can stay top-of-mind and top-of-cart.

Read more about our latest updates or request a demo to see how Locala helps optics brands keep every shopper in sight.

Trust, price, and brand familiarity still matter, but in 2025, so does flexibility. Nearly one-third of home products shoppers in 2025 are actively comparing brands before buying, and one in four are open to switching if they find a better offer. For retailers, this presents both a challenge and a major opportunity.

This blog examines what motivates today’s home products shoppers, which audiences drive the most value, and how brands are leveraging AI insights to stay one step ahead of the competition.

Comparison Shopping Is the New Normal

In the home category, covering everything from furniture to décor to hardware, 29% of shoppers visit two or more brands before making a purchase. They want value, but they’re also influenced by convenience, in-store experience, and marketing relevance.

Even more telling, 25% of store visitors are switch-minded. That means a quarter of your foot traffic could be persuaded to shop elsewhere, unless your brand acts fast with the right offer, at the right time.

On average, consumers in this space visit 1.5 brands per purchase journey. And while that might seem modest, it reflects a willingness to switch that can directly impact conversion rates and loyalty.

Local Strategy Is Essential, Not Optional

Not all shoppers behave the same across the U.S., and national campaigns that ignore regional nuance leave revenue on the table.

Whether you’re advertising in cities or suburbs, understanding local funnel shifts helps pinpoint where and when consumers are most open to messaging. Use localized insights to adjust:

• Media mix by region
• Audience targeting by demographic clusters
• Creative tone and offers based on regional needs
• Budget allocation based on store-level performance

When brands let local behavior guide their media strategy, results follow.

Meet the Core Home Products Audiences

Winning over today’s buyers means going beyond general demographics. Several segments are especially valuable to home goods brands:

• DIY Store Weekend Regulars
• Furniture Cross-Shoppers
• Small-Space Décor Upgraders
• Four-Bedroom-Plus Residents
• Suburban Family Homeowners

How to Stay Ahead in a Low-Loyalty Landscape

With 25% of shoppers open to switching, every touchpoint matters. The home shopper of 2025 is not a guaranteed loyalist. But with the right data, tools, and message, they can be won over.

Here’s how to stay ahead:

• Use local market behavior to influence every aspect of your campaign.
• Activate key audience segments with personalized messaging and offers.
• A/B test multiple tactics and double down on what performs.
• Invest in store-level strategy, because foot traffic depends on local relevance.

How Locala Helps Brands Win 

After running over 380 home campaigns for 30+ brands in 12 markets, Locala knows what works and how targeting and optimization make the difference.

Ready to Strengthen Shopper Loyalty?

In 2025, home product shoppers are browsing more, switching more, and expecting brands to meet them with relevance and intent. Loyalty isn’t guaranteed, but influence is possible.

Locala helps home brands turn real-time local shopper behavior into smarter, more personalized campaigns that reach the right audiences, right where decisions are made. Book a demo today.

Loyalty in telecom is no longer a given. While familiarity and convenience still matter, today’s telco shoppers are more comparison-driven than ever. In 2025, that shift is reshaping how brands must think about acquisition, engagement, and store performance across the U.S.

American shoppers are browsing often. 36% of U.S. telco buyers visit at least two different brands before making a purchase, averaging 1.6 store visits during their decision-making journey.

What’s more concerning? 32% of all telco store visitors are open to switching if they find a better deal. That means nearly a third of your store traffic is vulnerable to competitive poaching.

To protect your base and grow share, it’s critical to identify and act on early churn signals before shoppers walk away. Localized insights aren’t just helpful, they’re essential.

Prioritize High-Value, High-Intent Audiences

To reach shoppers before they switch, you have to know who’s most likely to engage. With localized audience intelligence, brands can focus their efforts on segments that are both active and influenceable:

• Competitor-Store Switchers
• Device-Upgrade Seekers
• Budget-Conscious Students
• Family-Plan Shoppers
• Frequent Traveller

By layering demographic, behavioral, and location data, you can reach these audiences with relevant offers that convert.

Real Campaigns, Real Results

With over 380 campaigns across 30+ brands in 12 markets, Locala knows how to turn data-driven insights into impactful, localized marketing strategies that deliver real results: 

These insights highlight the power of precision targeting combined with dynamic, locally tailored campaigns.

Ready to take your campaigns to the next level? 

In a market where comparison shopping is the norm, telco brands must go beyond static strategies. The key is understanding local shopper behavior, building campaigns around intent-rich audiences, and optimizing media with agility.

Switch-minded shoppers are everywhere. To win them, brands must show up smarter, earlier, and more meaningfully. Book a demo with us today to discover how Locala can connect you with your target audience. 

In 2025, the grocery shopping landscape is shifting fast, with shoppers making more frequent trips while showing less brand loyalty. As foot traffic increases and consumers explore more options, grocery brands are facing new challenges but also valuable new opportunities. To stay competitive, it’s essential to understand how shopper behavior is evolving and adapt strategies accordingly.

What the Data Tells Us About Today’s Grocery Shoppers

The “one brand, one basket” model is becoming outdated. Shoppers are now averaging 54% more visits and visiting an average of 55% more grocery brands, which means brand loyalty is weakening while consumer engagement is getting stronger. Consumers are more open to exploring their options based on convenience, price, and mere curiosity.

Overall, while consumer loyalty remains strong buyers are increasingly open to further brand exploration. The shift is clear—grocery shopper behavior is becoming more dynamic, and brand loyalty is definitely not guaranteed. With increased visits and a broader range of stores and products, the opportunities for brand engagement are growing, but they require new approaches.

Why This Matters for Grocery Marketers

The changes and nuance in shopper behavior mean precision in advertising is more important than ever. If every location is different, why market them like they’re all the same? Understanding regional consumer patterns at the local level is essential for grocery brands to create relevant campaigns that connect with local grocery shoppers. For Grocery advertisers, there are a few key segments to go after.

Key Shopper Segments to Target:

Price-Conscious Shoppers: 27 million shoppers are actively looking for deals.

Spanish-Speaking Shoppers: 8 million shoppers speak Spanish, providing a significant opportunity.

Tech-Savvy Shoppers Under 35: 35 million shoppers are driving the digital transformation of grocery shopping.

With 68 million total grocery shoppers in the US, targeting these segments helps brands build loyalty and expand their reach. Is your campaign strategy evolving to meet the demands of today’s mobile, brand-curious shoppers?

How Locala Powers Grocery Retail Success

Locala helps grocery advertisers connect with shoppers by turning real-world behavior into actionable strategies. Using Insights AI, we analyze store-level behavior to craft campaigns that resonate with shoppers in specific locations. This behavior-first approach helps brands align their methods with actual shopper trends.

Proven Campaign Tactics That Drive Results:

+24% visit rate when campaigns run longer than 3 weeks.

-25% CPIV (cost per incremental visit) when testing 3+ audience tactics.

+26% uplift with media investments over €50,000.

Locala’s data-driven approach has already powered over 400 successful campaigns across six markets for 25 grocery brands. Our market-tested methods ensure measurable results that drive store traffic and boost brand loyalty.

Loyalty May Be Declining, But Opportunity Is Growing

Although brand loyalty is evolving, the increase in store visits and brand exploration indicates that shoppers are ready to be influenced. Localized activation gives brands a significant advantage in capturing and retaining customer attention. By adapting in real time, brands can drive traffic and foster lasting loyalty.

Ready to turn grocery traffic into brand traction? Discover how Locala helps you reach shoppers when and where it matters most. Book a demo today.

Car prices have hit record highs in 2025, prompting buyers to compare multiple brands to ensure they’re making the best choice. Shoppers are hitting the pavement much more than recent previous years, with an average of 1.9 dealership visits per buyer, up 10% from Q1 2024. If costs continue to rise, this number of dealership visits could also rise significantly. 

With high intent and less brand loyalty, today’s car buyers are more selective, more curious, and more open to influence. For automotive marketers, this shift presents both a challenge and a major opportunity.

This blog explores key trends in automotive buyer behavior, how to meet today’s car shoppers in motion, and how Locala helps transform insight into results.

The New Buyer Journey: Insights From the Lot

It’s official: showroom-hopping is back.

Nearly 60% of buyers visit at least one other brand before making a decision. Many are checking out 2-3 different dealerships before signing any papers.

This behavior isn’t consistent across the board—dealership visits vary widely by region, making localized strategies crucial. What works in one market might fall flat in another, so brands need to stay agile and tuned in to local dynamics.

As buyers move closer to making a purchase, they become especially open to influence. Brands that show up with the right message at the right moment have a real opportunity to tip the scales.

And while high research intent might suggest a decision is already made, that’s not always the case. Even well-informed shoppers are often weighing their options until the very end, keeping the door open for brands that stay visible and relevant.

What This Means for Automotive Advertisers

It’s time to move beyond a one-size-fits-all approach. The most effective campaigns today blend broad reach with local agility. Brands need to meet buyers where they are. Here are three proven strategies to stay ahead:

1. Adapt to regional differences

Buyer behavior can shift dramatically between cities, states, or even neighborhoods. Tailoring creative, targeting, and media spend by region helps increase relevance and campaign performance.

2. Leverage real-time data

Knowing when and where shoppers are actively researching helps you deliver your message at peak moments—when intent is high and decisions are near.

3. Plan around high-impact audience segments

Use audience-first planning to reach buyer groups with strong potential for growth. Focus on:

• EV Prospects
• First-Time Car Buyers
• Maintenance Clients
• Adventure-Seeking Parents

These groups aren’t just marketing personas. They represent real, actionable audiences that are actively engaging in the market.

How Locala Helps Automotive Brands Win

Locala removes the guesswork from automotive marketing by turning data into action. With over a decade of experience and a track record of more than 2,000 campaigns across 70 auto brands in 40 markets, we bring proven expertise to every partnership.

Our AI-powered Planning Tool combines location behavior data with audience insights to build smarter, more localized strategies that drive measurable results.

Here’s what sets us apart:

• Smarter audience testing drives performance.
  We’ve seen visit rates increase by 2.5x when campaigns test multiple audience tactics, proving that relevance pays off.
• Strategic budget optimization delivers impact.
  Optimizing store-level budgets daily leads to a 30% uplift in performance, ensuring spend goes where it matters most.
• Sustained campaigns = better results.
  Campaigns that run for more than three weeks see up to a 20% drop in cost per visit, showing the value of consistency over time.
  
  

At Locala, planning isn’t just theoretical. It’s actionable, measurable, and built to win in today’s complex automotive landscape.

Car Buyers Are Moving Fast. Is Your Strategy Keeping Up?

Car buyers in 2025 are comparison-shopping, visiting multiple dealerships after looking online, and open to being influenced, especially when brands speak their language and meet them locally.

To reach and convert these shoppers, automotive brands need to be faster, smarter, and more precise. Locala makes that possible by turning local buyer behavior into real-time, scalable strategies.

Discover how Locala can accelerate your auto campaigns. Book a demo today.

Today’s best marketers know: relevance is everything. And relevance starts with understanding where your audience is, what they’re doing, and how that context shapes behavior.

Localized insights are changing the game – reshaping how brands plan, activate, and optimize campaigns by combining geographic data with audience intelligence. The result? Smarter targeting, more efficient budgets, and better performance across every stage of the campaign lifecycle.

Let’s explore how localized intelligence enhances each step of your strategy—from planning to activation to learning what’s working.

Plan Smarter with Localized Intelligence

Planning is no longer just about demographics or broad personas. With location data, marketers gain actionable insights into audience movement, market potential, and real-world behavior.

Localized intelligence helps you:

• Minimize wasted ad spend by focusing on high-impact areas
• Personalize messaging to align with local interests and behavior
• Engage audiences more effectively with regionally relevant content
  
  

More importantly, it sheds light on three critical areas of marketing strategy and business health: Consumers, Businesses, and Territories. Let’s take a closer look:

Consumers
Discover how people interact with the physical world – where they go, how often, and how long they stay. Use those insights to identify high-value audiences, loyal shoppers, or even customers frequenting your competitors.

Businesses
Understand the competitive landscape in each region. Evaluate where competitors are thriving, spot underserved markets, and find white space for your brand to grow and stand out.

Territories
Zoom out to see what’s working where. Localized insights reveal high-performing regions, underperforming zones, and expansion opportunities, so you can put your efforts where they’ll pay off.

Activate with Precision

Once you’ve identified the most promising regions and audiences, location data helps you execute your campaigns more precisely.

Media Channels
Understanding media receptivity per market ensures you activate the most impactful channels in each region – whether it’s social, CTV, DOOH, mobile, or a tailored mix across touchpoints.

Budgets
Instead of spreading spend evenly, allocate your budget based on localized performance. Invest more in areas with high opportunity, and scale back where impact is limited.

Targeting Tactics

• Affinity-Based Targeting: Reach audiences who already show strong ties to your brand or category based on their past movement.
• Isochrony Analysis: Target users within realistic travel distances to key locations, maximizing relevance and reach.

Creative & Messaging

• Dynamic Creatives: Adjust visuals, offers, or copy based on local factors – the nearest store, cultural events, time of day.
• Localized Messaging: Speak your audience’s language (literally and figuratively) to boost engagement and resonance.
• DCO (Dynamic Creative Optimization): Deliver tailored messaging to different locations in real time, ensuring ads stay relevant and timely.
  

Learn & Optimize in Real Time

The power of localized data doesn’t stop at activation—it fuels continuous improvement. By tracking performance at the local level, marketers gain a clear view of what’s working, where, and why. That means you’re not just launching smarter campaigns—you’re learning from them, too.

Here’s how localized intelligence helps you optimize as you go:

• Real-World Performance Data
  Measure what’s working on the ground – track foot traffic, dwell time, and consumer engagement at a local level.
• Attribution & Lift
  Understand how different locations, channels, and touchpoints contribute to conversions. Lift studies give you a clearer view of ROI, so you can adjust strategies accordingly.
• Future-Ready Optimizations
  Each campaign gives you smarter data for the next. With a feedback loop rooted in real-world behavior, your strategy gets stronger every time.

Ready to see how localized insights can drive results for your brand?
Request a demo and discover how we help teams plan smarter, activate with precision, and continuously optimize campaigns with confidence. Want proof? Check out our latest case studies for real-world success stories.

If you’ve ever targeted customers based on their location, identity, and interests, you’re already tapping into what we call Localized Intelligence. By blending location-based insights with behavioral, demographic, and contextual data, brands can craft campaigns that are more relevant and impactful. Consequently, Localized Intelligence enables brands to form deeper connections with their audiences in a world where personalization is key to standing out.

However, new tools and strategies often come with misconceptions. Is it too complicated? Is it only useful for small, local campaigns? Let’s debunk these common myths and show how this approach can enhance any marketing strategy—whether you’re driving foot traffic or building global brand awareness.

#1: Localized Intelligence is too complicated

• Modern platforms like Locala simplify Localized Intelligence by providing user-friendly tools and interfaces, which makes it accessible and manageable for marketers of all skill levels.

#2: Localized Intelligence is hard to activate

• With streamlined processes and integrated platforms, marketers find activating Localized Intelligence is straightforward, allowing for quick and effective campaign setup and execution.

#3: Localized Intelligence is for local campaigns only

• While powerful for local targeting, Localized Intelligence also works effectively for national and global campaigns, allowing brands to scale their efforts as needed.

#4: Localized Intelligence derives solely from location data

• Localized Intelligence integrates various data sources, including demographic, behavioral, and contextual information, which provides a holistic view of consumer contexts.

#5: Localized Intelligence is only for retail

• In fact, Localized Intelligence benefits a variety of sectors including CPG, restaurants, and beauty, proving its versatility beyond retail.

#6: Localized Intelligence is the same as geofencing

• Geofencing is one tool within the broader toolkit of Localized Intelligence, which also includes tactics like behavioral retargeting and proximity marketing.

#7: Localized Intelligence is all about mobile advertising

• Mobile is one component, while Localized Intelligence includes digital out-of-home, desktop, connected TV, and other touchpoints for a multi-channel approach.

#8: Localized Intelligence is obsolete with the rise of e-commerce

• Nevertheless, Localized Intelligence remains essential in the digital world, bridging online and offline experiences, enhancing omnichannel strategies, and boosting both foot traffic and online visits.

#9: Localized Intelligence’s results are difficult to measure

• Advanced analytics and attribution models enable precise measurement of Localized Intelligence efforts. Therefore, linking these efforts directly to increases in foot traffic, conversions, and sales.

#10: Localized Intelligence compromises user privacy

• Ethical Localized Intelligence practices include transparent data collection, user consent, and compliance with privacy laws, which ensures that consumer privacy remains protected.

Discover how Locala’s innovative solutions can transform your marketing approach with the power of Localized Intelligence. Our advanced tools are designed to enhance your campaign strategies in order to deliver precision-targeted results that maximize impact.

Contact us for a demo to see how Localized Intelligence can transform your campaign strategy.