What are multi-location marketers focused on in 2020 and beyond? Check out our in-depth report for insights, trends, and opinions of the current state of digital advertising for multi-location businesses across the U.S. We cover new and existing trends to determine what marketers are prioritizing for their multi location businesses.

1. The State of Digital Advertising
for Multi-Location Businesses

2. Subheadline
Headline -1 line of textTop Digital Advertising Trends Facing Multi-Location Marketers
1. National Brands Still Fall Short with Being Local
2. True Omnichannel Strategy is Still a Rarity
3. Marketing Teams are Defaulting to Google and Facebook Campaigns
4. In Search of ROI, Marketers are Focused on Attributable Digital Channels
5. Data is Everywhere, Yet Marketers Still Struggle to Measure ROI
6. Connected TV Advertising is an Untapped Opportunity for Multi-Location
Marketers
7. Staying on Brand is the Primary Challenge When Going Local
8. In-House Teams are Overtaxed and Not Built to Scale
9. The Impact of Agencies is Murky
10.Appendix
a. Additional Charts and Survey Results
b. About the Data
2

3. 67% of respondents stated that
localized digital advertising is a
priority, yet only half of
marketers currently run a formal
digital advertising program for
their local channel partners.
3
National Brands Still Fall Short with Being Local
If you work at the corporate/central level, do
you currently run a digital advertising program
for your local channel partners?

4. The majority of respondents tap out on
using three channels, including search,
display and social, with the majority
defaulting to running their ads Google
and Facebook.
4
True Omnichannel Strategy Among
Multi-Location Marketers is Still a Rarity
Which of the following channels are
part of your digital marketing mix?
Select all that apply.

5. 5
Marketers Default to the Digital Duopoly:
Google and Facebook
What networks do you run your search
and display advertising on?
What networks do you run your
video advertising on?

6. 6
Marketers Default to the Digital Duopoly:
Google and Facebook
What networks do
you run your social
advertising on?

7. Survey respondents ranked paid
search and paid social as the channels
they most value for driving an ROI.
80% identifying paid search as
delivering high ROI / value and 66%
identifying paid social as delivering high
ROI / value.
7
In Search of ROI, Marketers are Focused on
Attributable Digital Channels
In your experience, what digital advertising
channels drive the highest ROI? Please rank on
a scale of 1 - 5, with 1 representing High ROI /
Value and 5 representing Low ROI / Value.

8. The number one objective
identified by multi-location
marketers is increasing lead
generation, however, the top
challenge to marketers is
measuring and proving ROI.
8
Marketers Still Struggle to Measure ROI
What are your biggest challenges when it comes to digital advertising?

9. While 29% of marketers said they have
been running over-the-top (OTT) ads for
more than a year, over half do not and
have no plans to in the future.
9
Connected TV Advertising is an Untapped
Opportunity for Multi-Location Marketers
Do you currently run
advertising on OTT /
Connected TV?

10. 10
Staying on Brand is the Primary
Challenge When Going Local
Of those who run a digital
advertising program for
their local channel
partners, what are your
biggest challenges?

11. 11
In-house Teams are Overtaxed
and Not Built for Scale
How does your company
currently manage and
execute national and local
digital advertising programs?
Select all that apply.
A mere 12% of our respondents
utilize a technology partner to
manage and execute local digital
advertising programs.

12. While 38% of companies doing
localized advertising use agencies
in some capacity, 36% say it’s
unclear how their agency's activity
impacts their profitability.
12
The Impact of Agencies is Murky
No, it’s unclear how
activity impacts our
bottom line
Yes, we can clearly
attribute activity to
impact to our bottom line
36%
64%

13. NETSERTIVE CONFIDENTIAL
13
13
Appendix

14. 14
What is the #1 objective
of your digital advertising efforts?

15. 15
How do you measure the impact of digital advertising on
your business? Select the top three in order of importance.

16. 16
Where does localized digital advertising fall in rank
of priority for your 2020 initiatives?
Rank on a scale of 1 - 5,
with 1 being the highest
priority and 5 being the
lowest priority.
Highest Priority Lowest Priority

17. 17
Are you currently doing localized
advertising? Select all that apply.

18. We surveyed 34 multi-location marketers and conducted interviews to
generate the data that serves as the foundation for this report.
18
About the Data