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Local audiences are a hot commodity, not just for small businesses, but also for national brands and retailers. Local SMBs and national marketers each make up 36% of spending on locally-targeted advertising, with the last 28% coming from larger local businesses, according to a report from IAB. And while online advertising gets the bulk of the attention, a whopping 87% of local ad spending happens on traditional media, like print, direct mail, cable, and radio. Now the race is on to capitalize on this market and bring the concept of location-targeted programmatic to national print and TV channels.

By placing localized ads in national publications, smaller businesses and national chains with physical locations can cut down on wasted spending and ensure their ads are only being seen by consumers in the markets they serve. At the same time, these businesses are getting access to high-quality publications for a tiny fraction of the typical cost.

Here are five examples of tools that businesses can use to place localized ads on national channels and publications.

1. Adverator: Discover new ad products aimed at local markets
Adverator is offering a way for small businesses to discover, purchase, and manage their local advertising. The media marketplace aggregates popular types of local advertising channels and offers them up on one platform for SMBs. Businesses can browse ad space on online and offline channels, including national publications with ad space targeted to local markets. For example, a local event planning service could place an ad in a bridal magazine, but that ad would only appear in issues delivered to subscribers in the business’ own metro area.

2. MediaMax: Local ads in national publications
MediaMax provides a way for local shops, regional marketers, and national companies with local needs to place localized advertising in national print publications. MediaMax offers “category-specific solutions” for businesses in the retail, healthcare, and real estate industries, among many others. Local shops can place ads in Condé Nast and Meredith publications, but those ads will only appear in targeted markets. Essentially, businesses can take advantage of the prestige of national print publications, but without paying for their ads to appear in cities where they don’t offer services. MediaMax can also place ads on websites and at local events.

3. Advent Media Group: Placing print and digital ads in targeted markets
Using local audience targeting, Advent Media Group helps smaller companies share their stories with local subscribers of national magazines and national websites. Advent Media Group works with magazines like Good Housekeeping, Fortune, and Seventeen, with a print ad network that features more than 150 markets. Businesses can choose which metro regions they’d like to target and what publications they’d like to appear in, and Advent Media Group will place their ads. In addition to local print advertising, the Advent Media Group also provides local and targeted display ads, with messaging that’s delivered based on demographics, interests, and behavioral profiles.

4. MNI Targeted Media: Localized ad messaging by market
MNI is a subsidiary of Time Inc., specializing in giving advertisers a range of targeted products across media platforms. The company’s local online advertising product gives businesses access to targeted audiences through partnerships with local television, newspaper, and radio websites. Businesses can place local or regional ads in national magazines, with unique messaging and creative content based on the geographic areas where their ads will appear. Businesses can target 180+ geographic markets with MNI.

5. Placemedia: Delivering programmatic impressions on television
Placemedia is taking a different approach to localizing national media. The supply-side solution for programmatic TV advertising offers a self-serve platform to plan and execute targeted campaigns on television. Placemedia gives clients access to cable network inventory without dayparting restrictions, with campaigns that can be targeted and optimized with additional data sets. Placemedia is also able to serve video impressions across all screens and platforms, including both desktop and mobile.

Know of other tools for buying localized ads on national media channels? Leave a description in the comments.

Stephanie Miles is a senior editor at Street Fight.

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8 Tips to Help Boost Your Instagram Marketing Success | Social Media TodayMarketers everywhere know that Facebook is huge, but Instagram is also making a big splash. Now owned by Facebook, Instagram is the fastest growing social network on the market. As of February 2016, it had a massive growth rate of 15.1%, compared to the average rate for other social networks at 3.1%. Additionally, analysts predict another 27 million users by the end of 2020, which is almost twice as many users as Twitter is expected to gain in that time.

Instagram is a visual-focused network, which perhaps explains the reason for its profound success. Overall, consumers respond better to visual marketing tactics than any other methods. As a result, Instagram should be a major part of every marketer’s strategy.

In fact, it could potentially double the returns from your efforts if approached the right way.

1. Be Consistent in Your Theme

Instagram accounts tend to do better when they stick with a certain theme. It’s easier for users to follow and become familiar with a company when they have consistency throughout their posts. Pictures should be congruent with your main theme and avoid those that go against company values. Also, a color palette and clear branding can significantly help drive your theme home.

2. Work in Combination with Your Blog

Your blog is primarily used for SEO and conversion purposes, and Instagram can help with that. Creating an Instagram account that yields returns doesn’t need to take a lot of time or effort, either. Let readers know about new blog posts by posting a photo and a brief description. Then, let them know they can read the full piece by clicking on the link in your bio – you’ll have to switch out the link anytime you mention a new post, but the process is quick and easy.

3. Experiment with Hashtags

Hashtags can lead to instant engagement – so long as they’re used the right way. One of the simplest strategies is to create a hashtag customers can use when they post photos of themselves holding a product they purchased from you.

4. Use Instagram Tools

There are a variety of Instagram-friendly tools marketers can use to improve the performance of photos. Piktoria is one tool that can help you discover hashtags, locations, and trending content – use this to your advantage. There are also editing apps like Pixlr that let you enhance and size your photos. There are literally hundreds of tools you can explore to advance your Instagram strategy.

5. Join Instagram Community Groups

Competition keeps the market alive, but that doesn’t mean brands can’t work together sometimes. There are Instagram community groups where marketers can come together within the same niche and collaborate. Other marketers will comment on posts, like photos, and use their power to expand your audience reach. You’ll do the same for other marketers in return.

6. Cross Promote

An easy way to add new Instagram followers is to cross-promote your images, giving consumers another route to connect with your brand. It’s wrong to assume that all connected users will see a post, but if you post the same image on several social networks, you will significantly expand your reach.

7. Know Your Audience and Connect

You might think you know your audience, but it’s always good to do more research to make sure. The more data you discover, the more you’ll learn about Instagram preferences and marketing techniques that work. It makes it easier to connect in creative ways that catch the eye and expand your reach. Through your research, you’ll be able to maximize audience responses.

8. Repurpose Your Content

Any time you have a piece of content that performs well across any network, it can be repurposed on your Instagram account for extra coverage. If the content performed well once, it can do well again, and those who didn’t see it the first time will have an opportunity to see it the second time around.

With the rapid growth of Instagram, it’s hard to ignore the potential from a marketing standpoint. Learn the ins and outs of Instagram and you’ll be set up for success in the future.

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