Localized Media Strategies

At Locala, every campaign begins with the fundamental questions: Who is the target audience, and where can they be reached most effectively?

Though these questions seem straightforward, their answers can be complex. It’s crucial to approach each market uniquely, and our proprietary technology empowers marketers to dig deeper into the “who” and “where,” providing data-rich insights that offer valuable context. Through thorough understanding of audiences, media strategists can plan campaigns that resonate, impact, and convert effectively.

When you work with us, much of this strategic process takes place in our Planning & Insights Platform, where most of our data is aggregated and processed.

This article will unveil the data sources, insights, and activation features we leverage to make locally intelligent advertising easy, actionable, and successful. Let’s dive in!

OUR DATA SOURCES

Localized intelligence requires data about consumers, market landscapes, and territories. Locala relies on three primary data types to power its localized intelligence:

Mobility Data: Used to understand audiences’ movements through places and time. Advantages: fresh and scalable.
Points of Interest Data: Used to analyze the interactions between people and specific locations. Advantages: granular and comprehensive.
Local Panel & Census Data: Used to understand households, the way consumers behave, and why. Advantages: versatile and declarative.

When combined, these data sets unlock crucial insights, and can tell us the unique traits and habits of consumers, the particular health and needs of businesses, and the detailed structure and media potential of targeted areas.

OUR AUDIENCE ATTRIBUTES

For easy use, we merge all this data and make it available as local audience attributes, segmented as follows:

Behaviors: Targeting by purchase & lifestyle habits (>120 variables)
Demographics: Targeting by age, gender, income, household structure… (>15 variables)
Brand Affinity: Targeting by a consumer’s level of affinity to chosen brands (>6000 variables)
Media Receptivity: Targeting by determining an audiences receptivity to specific media channels by market (>20 variables)

These audience attributes are computed at the smallest geographical breakdown in each country, enabling precise understanding of any targeted audience’s potential and profile at the local level. We can also onboard and overlap 1st party data to enrich our insights even further.

CUSTOMIZED SOLUTIONS FOR EVERY BRIEF

Every brief is unique. Brands, their products, and ideal customer profiles vary. With this in mind, we ensure our localized intelligence can be customized to address a diverse set of challenges.

Challenge 1: Allocating Spend Efficiently

Issue: Determining the optimal allocation of marketing spend across various regions can be challenging, especially when trying to maximize ROI for both product and brand affinity.

Solution: Our platform allows you to allocate more spend to areas with a high affinity for both product and brand, ensuring efficient use of resources.

Challenge 2: Optimizing Media Spend Based on Receptivity

Issue: Identifying the right channels and areas to focus your marketing efforts can be difficult, particularly when aiming for high receptivity towards various media channels.

Solution: Our platform enables precise targeting of areas with a strong affinity to your brand, and optimizes media spend to channels they are most receptive to, enhancing the effectiveness of your campaigns.

ACTIONABILITY MADE EASY

Understanding your audience is essential, but bridging the gap from insights to activation is crucial. We developed several features to ensure any observation seamlessly becomes a campaign target:

ID Collection: Easily collect IDs ready for activation once valuable behaviors are identified.
Omnichannel Geo-Targeting: Effortlessly target high-potential areas in any DSP
DOOH Scoring: Score the best DOOH screens and targeting moments once audiences are identified.
External Sharing: Share findings and maps with clients for efficient planning discussions.

WHY CHOOSE LOCALA

Our approach leverages innovative technology and comprehensive data to craft your advertising strategies and optimize campaign performance.

Key Benefits of Locala’s Audience Builder:

Smart, insights-driven, and transparent
Actionable across all channels
Customizable to any request

READY TO LEARN MORE?

“Our exclusive audiences are the fastest path to win customers and outsmart competitors today, while building valuable prospects’ intent for tomorrow.”