Even for national brands, all business is local. And that’s because branding and advertising influence consumer purchase decisions at a local level. This paper examines the topic of “National Local” advertising from three perspectives: the national marketer, the local business affiliated with the national brand, and the consumer. Data was pulled from thousands of digital advertising campaigns, hundreds of thousands of digitally-sourced leads (phone calls and form fills), and dozens of hours of interviews with local businesses.
Our analysis found: