Showdown: Local Influencer Marketing vs. TV Advertising

Picture this: You’re chilling on your couch, flipping through local TV channels, and you spot an ad for a new coffee shop in town. Classic local TV advertising—reliable and familiar, but maybe a bit predictable. Now, imagine scrolling through social media and seeing your favourite local influencer raving about that same coffee shop with an irresistible video. Which one grabs your attention and makes you hit “follow” or “visit” faster? As a savvy business owner or marketing manager, you’re always on the hunt for the best way to showcase your brand. Let’s dive into the showdown between local influencer marketing and local TV advertising, comparing their channels, mediums, reach, targeting, campaign management, measurement, and pricing. Let the battle begin!

Channel

Where your marketing message takes the stage.

Local Influencer Marketing: Takes center stage on social media platforms, where influencers with dedicated followers share your brand story in a way that feels genuine and engaging.

Local TV Advertising: Makes its mark through television broadcasts on local channels, reaching viewers within a specific geographic area.

InfluencerTV
Higher daily usage ratesYY
Ads delivered only when consumers are tuned inYN
Conversing with consumers through comments and likesYN
Endorsed by familiar facesYY
Quick and easy campaign setupYN
Ability to target specific groups of peopleYN
Clear performance insightsYN

Medium

How your message is delivered.

Local Influencer Marketing: Mixes video, images, and text to create fun and engaging content across various social media platforms.

Local TV Advertising: Relies on video commercials broadcasted on local channels, offering a classic visual and auditory experience.

InfluencerTV
Visual formatsYY
Video adsYY
Text formatsYN
Content on preferred platformsYY

Reach

How far your message travels.

Local Influencer Marketing: Casts a wide net, connecting with diverse audiences through the influencer’s engaged followers.

Local TV Advertising: Reaches viewers within a specific area, offering broad exposure but limited to those tuned in to local TV.

InfluencerTV
Guaranteed audience reachYN
Guaranteed ad frequencyYN
Ability to reach middle and older generationsYY
Ability to consistently reach younger generationsYN

Targeting

Precision in reaching your audience.

Local Influencer Marketing: Offers pinpoint targeting based on interests, behaviors, and demographics, ensuring your message lands with the right crowd.

Local TV Advertising: Provides geographic targeting based on local viewership but lacks the detailed digital targeting capabilities.

InfluencerTV
Ability to target consumers in specific locationsYY
Ability to target consumers in specific geographic radiusesYN
Ability to target consumers of specific agesYN
Ability to target consumers of specific genderYN
Ability to target consumers of specific behavioursYN
Ability to target consumers of specific interestYN
Ability to target consumers of specific incomeYN
Ability to target consumers of specific spending habitsYN
Ability to retarget website visitorsYN
Ability to retarget store visitorsYN

Campaign Management

The behind-the-scenes action.

Local Influencer Marketing: Enables quick content creation and collaboration with influencers who know what resonates with their followers.

Local TV Advertising: Involves a longer process with scripting, filming, editing, and scheduling—think more of a blockbuster production!

InfluencerTV
Streamlined content creationYN
Pre-tested and proven formatsYN
Flexible ad formas and placementsYN
Rapid launchYN

Measurement

How you track success.

 
 

Local Influencer Marketing: Provides real-time performance data, allowing you to tweak and optimize on the go.

Local TV Advertising: Measurement is trickier, often relying on broad estimates and less immediate feedback.

InfluencerTV
Real-time data and optimization analyticsYN
Tracking how many consumers your ads reachedYN
Tracking how many consumers have seen your adsYN
Tracking ad comments, shares, and reactionsYN
Ability to accurately track return of investmentYN

Pricing

Cost considerations.

Local Influencer Marketing: Offers scalable pricing based on influencer reach and engagement, often providing better value for your money.

Local TV Advertising: Can be pricey due to production and airtime costs, with expenses varying by market and time slot.

InfluencerTV
Offer competitive pricingYN

Conclusion

Local TV advertising is a tried-and-true method for reaching local audiences and building brand recognition. However, if you’re looking for a more engaging, targeted, and measurable approach, local influencer marketing might be your winning ticket. It’s dynamic, interactive, and perfectly suited for today’s digital-savvy consumers.

Ready to see how local influencer marketing can take your brand to the next level? Get in touch below.

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