National brands leverage display advertising to effectively push highly visual and engaging messages to 90% of the internet users worldwide. Adding micro relevance and localization takes it to the next level for impactful ROI.

1. ADVERTISING
A FIELD GUIDE FOR MULTI-LOCATION BRANDS
L O C A L D I S P L A Y
National brands leverage display advertising
to effectively push highly-visual and engaging
messages across 90% of internet users worldwide.
Adding micro relevance takes it to the next level.

2. A location-based ad is a digital ad that is served through
geo-targeting and whose message is customized for that
user, at that moment, in that place. These ads are triggered
by the search behavior, a website visit (remarketing) or the
characteristics and affinities of the individual.
02 LOCAL DISPLAY ADVERTISING A FIELD GUIDE FOR MULTI-LOCATION BRANDS
WHAT IS A
LOCATION-BASED AD?

3. Display Ads, also known as Banner Ads, are graphical
advertisements on websites. They typically include both
text and images, but can also include video, audio, and
interactive components.
03 LOCAL DISPLAY ADVERTISING A FIELD GUIDE FOR MULTI-LOCATION BRANDS
WHAT ARE
DISPLAY ADS?
728x90
160x600
EXAMPLE AD HERE
336x280

4. WALLED GARDEN NETWORKS
Ad networks that offer inventory on a
curated set of web properties. These
types of networks typically offer
performance data and analytics tools
within their buying interface.
POPULAR OPTIONS:
»» Google Display Network
»» Facebook
REAL-TIME BIDDING
A means by which ad inventory is bought
and sold on a per-impression basis, by
multiple ad networks that place bids
simultaneously, for the same impression.
After winning an impression, the winning
ad network then serves up a display ad
from one of its many advertisers.
POPULAR DEMAND-SIDE OPTIONS:
»» AppNexus
»» The Trade Desk
04 LOCAL DISPLAY ADVERTISING A FIELD GUIDE FOR MULTI-LOCATION BRANDS
WHERE CAN I
ADVERTISE WITH
DISPLAY ADS?

5. »» 91% of retail sales occur offline2
»» Consumers want ads customized to their location1
»» Micro-relevant messaging grabs attention
»» Using a location drives an increase in conversions
»» Geotargeting creates easier online-to-offline attribution
05 LOCAL DISPLAY ADVERTISING A FIELD GUIDE FOR MULTI-LOCATION BRANDS
WHY LOCALIZE
NATIONAL
ADVERTISING?
BUSINESSES WILL SPEND
$15 BILLION PER YEAR ON
MOBILE, LOCATION-BASED
ADVERTISING BY 2018.

6. Ads that are personalized and relevant to the consumer
in the exact moment in time are powerful. Here are
some best practices for reaching relevancy:
06 LOCAL DISPLAY ADVERTISING A FIELD GUIDE FOR MULTI-LOCATION BRANDS
THE FOUR PILLARS OF LOCATION BASED ADVERTISING
CUSTOM AD
EXPERIENCES
Geo-modify the creative -
always make sure to include your
location address, general area, or
local logo
Text/images should reflect
actual surroundings - include
elements that feel familiar to
target consumers
Time of day is key - for most calls to action, only
display ads during open times
A
C
D
B
Utilize data to pull in market
attributes (such as weather,
neighborhood, landmarks,
street names)

7. Many data points are available
for targeting and customizing ad
experiences. All of these data points,
when working together, create Micro-
Relevance in advertising messages.
01
Combinations of data, such as remarketing data and location, are incredibly powerful.
03
07 LOCAL DISPLAY ADVERTISING A FIELD GUIDE FOR MULTI-LOCATION BRANDS
Consumers are becoming more comfortable with sharing data online and
allowing online properties to use this data behind the scenes. There has never
been more knowledge about individual consumers online than there is today -
use it to your advantage!
02
AUDIENCE
DATA
TIME OF
DAY
AGE WEATHER
LBA LOCATIONGENDER
THE FOUR PILLARS OF LOCATION BASED ADVERTISING
ROBUST
AUDIENCE DATA

8. 08 LOCAL DISPLAY ADVERTISING A FIELD GUIDE FOR MULTI-LOCATION BRANDS
Get down to zip codes - only targeting
those that will realistically visit your
brick and mortar location rather than a
competitor’s.
Target searches in the vicinity, not
about the vicinity, and maximize your
bids - these will be small but mighty
campaigns!
THE FOUR PILLARS OF LOCATION BASED ADVERTISING
STRICT
GEO-TARGETING

9. 09 LOCAL DISPLAY ADVERTISING A FIELD GUIDE FOR MULTI-LOCATION BRANDS
Connect online to offline! How are
the ads influencing in-store purchases?
Look at the ad serving window and
sales generation soon after.
Insert promo and coupon codes.
Ask your customers via survey.
Survey urls can be added to receipts or
emailed to customers using POS data.
Optimize your campaigns based on conversions!
THE FOUR PILLARS OF LOCATION BASED ADVERTISING
ATTRIBUTION

10. LAYER TARGETING FOR INCREASED RELEVANCY
Demographics - use age, gender, and
parental status if applicable to your best
customer segments.
Market - Use zip-code level data to find
the micro-markets that convert. Analyze
frequently and adjust.
Remarketing - Many networks offer the
ability to advertise to previous visitors
to your site - always utilize this feature!
Combine remarketing with location
targeting for incredible results.
Daypart - Only run ads for all locations
at the same time IF they all exist in the
same time zone. Using a sub-account for
each location is the best way to manage
campaigns across multiple time zones.
Also, spend time optimizing towards peak
hours and open hours for each location.
Interests and Keywords - The availability
of detailed audience segments in
networks such as Facebook and GDN are
astounding. These are compiled using
search and browsing behavior, alongside
audience attributes and affinities.
10 LOCAL DISPLAY ADVERTISING A FIELD GUIDE FOR MULTI-LOCATION BRANDS
KEY CONCEPT #1

11. DYNAMIC CREATIVE IMPROVES RESULTS
When programmatic buying strategy and visual marketing
work together as a pair, magical things happen.
Localized display ads see 315% higher click-through
rates, when compared to national display ads.3
11 LOCAL DISPLAY ADVERTISING A FIELD GUIDE FOR MULTI-LOCATION BRANDS
KEY CONCEPT #2
Think about using the same data-rich signals
that inform your campaign setup directly in
your display ad. Start with address and city of
the location, then consider folding in location-
level promotions, inventory levels, and hours
of operation.
Use dynamic images to further customize local
advertising. Use photos of local landmarks, or
a photo of the actual location or manager to
build relevance with local consumers. Brands
with independent distributors will often
dynamically insert the local logo, to
boost recognition.
Rely on an automation platform, like Balihoo, to
create localized display ads at scale and update
them daily based on daily conditions such as
weather or inventory levels.

12. BUILD YOUR AUDIENCE, RETARGET, REPEAT.
Retargeting (Def): When online
advertising is targeted to consumers
based on their previous Internet actions,
specifically, visiting an advertiser’s
website. Every time a new visitor
comes to your site they are in essence
“remembered”. Later, when that visitor
is browsing the web, your retargeting
provider knows to serve your ads
to the visitor.
Retargeting works well because your
ads are shown only to people who have
shown interest in your products in the
recent past. Retargeting ads can also be
highly customized based on what you
know about that user – which products
they viewed, for example. This unique
insight makes retargeting programs very
powerful, and an important part of a
healthy strategy.
DON’T HAVE A RETARGETING LIST?
BUILD ONE!
It can take as little as 4 weeks to build a
strong, qualified retargeting list that
can be used for keeping interested
consumers coming back to your website
for consideration.
Get retargeting codes (aka pixels) in place
on your website. You may want to use
pixels from more than one ad
network, such as Facebook Ads and
Google AdWords.
Design localized, dynamic ads for each
market with a call to action such as “Learn
More!”, encouraging click-through.
Carefully select your display
campaign audience using principles
of hypertargeting and location-based
advertising.
Launch, and begin building your list! It
won’t take long until your list of purchase-
ready consumers is ready to retarget.
12 LOCAL DISPLAY ADVERTISING A FIELD GUIDE FOR MULTI-LOCATION BRANDS
KEY CONCEPT #3
STEP 01
STEP 02
STEP 03
STEP 04

13. 13 LOCAL DISPLAY ADVERTISING A FIELD GUIDE FOR MULTI-LOCATION BRANDS
WHO IS USING
LOCAL DISPLAY
ADVERTISING
Optometry Retailer
Objective is to sell more sunglasses during summer in sunny
locations. Serve ads only when UV Index (a measurement of the
sun’s UV rays) is high in each market.
Home Supply Retailer
Objective is to sell power generators in the days leading up
heavy storms. Launch weather-notifying campaigns during
storm warnings, near store locations with generators currently
in stock. Shift daily budgets away from out-of-stock stores as
inventory declines.
Retailer Co-op
Objective is to sell branded GPS units in local markets at big box
stores at a higher rate. Serve ads in micro-markets for products
that are currently in stock.
Beer Brand and MLB Partnership
Launch display campaigns for 48 hours prior to MLB home
games in priority cities with low ticket sales. Include ticket
discount code and beverage coupon.

14. When you can no longer optimize display campaigns for EACH
location as if it was your ONLY location, you’ve gone too long
without an automation strategy.
14 LOCAL DISPLAY ADVERTISING A FIELD GUIDE FOR MULTI-LOCATION BRANDS
WHY AUTOMATION
IS CRITICAL
Efficient - Marketing managers save 90% of campaign setup
and maintenance time when switching to automation.
Real-Time - Automation platforms such as Balihoo can pull
3rd party data from almost any source and use it to trigger
campaigns, adjust targeting, and update creative.
Optimized - by allowing automation to create, maintain, and
end all of your campaigns across all of your locations, you’re
conserving all of your time for strategy, analysis, and other
high-value functions.
01
02
03

15. BALIHOO IS DIFFERENT
For every campaign you run, Balihoo
builds hundreds or thousands of
customized, geo-specific versions of
your professionally developed display
ads. This means you receive the
benefit of increased performance that
a local strategy affords, while avoiding
the headache of generating individual
campaigns and assets.
And, since we integrate with
AdWords, Bing, Facebook, Instagram,
and RTB, you know your campaigns
are achieving the broadest reach,
using the most precise targeting
technologies in the market.
WITH BALIHOO, LOCAL DISPLAY
ADVERTISING BECOMES NOT
ONLY POSSIBLE, BUT INCREDIBLY
EFFICIENT AND EFFECTIVE.
15 LOCAL DISPLAY ADVERTISING A FIELD GUIDE FOR MULTI-LOCATION BRANDS
Creative tools already exist
to build dynamic ads, but the
problem is that very few of those
tools are built alongside a media
trading operation with a direct
tie to a programmatic engine. A
programmatic engine relies on data
to improve targeting efficiency.
Without ties to a programmatic
engine, brands may be reaching
the right consumer — but the
messaging might be irrelevant to
that specific person.
— Jim Caruso, MediaPost
BALIHOO DISPLAY
ADVERTISING

16. ABOUT BALIHOO
Balihoo is the premier provider of digital advertising technology
for national brands that need to market hyper-locally at scale.
By improving the relevance of search, social, and display ads
over other ad technologies, Balihoo is proven to increase
click-through-rates and decrease average cost-per-click, while
removing manual tasks and setup time for campaign managers.
1. https://searchenginewatch.com/2016/11/11/why-local-matters-even-for-national-advertisers/
2. https://ycharts.com/indicators/ecommerce_sales_as_percent_retail_sales
3. Ipsos MediaCT sponsored by Google, 2014 Ad/Doubleclick for comScore