How national chains can significantly improve ad performance through hyperlocal campaign optimizations

Examines how hyperlocal campaign optimizations, with fine-tuned attention to potential buyers that move away from assumptions, can result in campaign effectiveness and efficiency.

As marketers look ahead in 2021, balancing and determining which changes are permanent and which are likely to revert “back to normal” is a tall task in and of itself. Multi-location marketers – national or regional brands with hundreds or thousands of individual locations across multiple markets (or countries) – have a particularly unique challenge, balancing cost with the need to target regionally.

Regardless of whether a brand’s locations are corporate-owned or franchised, and regardless of whether each location covers multiple postal codes or only part of a single postal code, each market and sub-market’s media consumption and shopping habits...

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