The Local Lift™: How Local Video Campaigns Increase Consumer Action—a new consumer research study conducted in collaboration between Locality and The Harris Poll—presents important findings on the power of local video advertising to influence consumer behavior. This inaugural consumer research provides actionable insights by quantifying how consumers react to locally targeted video campaigns in comparison to national efforts, helping brands, advertisers, media, and measurement partners understand the value and impact of a local advertising strategy. With insights drawn from over 1,000 U.S. respondents ages 18 and older, the study sheds light on why locally targeted video ads, with personalized messages tailored to communities, resonate more deeply with viewers and drive measurable engagement and consumer action. Key findings include the following:
- High Expectations for Localization: 71% of Americans prefer advertising content to be localized, with this expectation even stronger among Gen Z and younger Millennials (ages 18-34) at 81%.
- Local Ads Drive Greater Engagement: Consumers are six times more likely to perceive brands with localized messaging as part of the community, enhancing trust by four times compared to the general messaging of nationally placed ads.
- Enhanced Purchase Intent with Local Ads: Local advertising influences purchase intent, with 53% of local ad viewers more likely to make a purchase, compared to 13% for national ad viewers.
- Preference for Localized Ads among Both Streaming and Broadcast Viewers: Cross-platform video viewers agree that national brands placing local advertising boosts their trust in the brand (70% agree), lifts their brand curiosity (73% agree), and strengthens the connection to the brand (74% agree).
