By R. Michael Brown, Marketing and Communications Consultant

Did you know that a staggering 54% of viewers suspect brands of “pandering” when local ads feel inauthentic? This surprising revelation from The Local Lift report (p. 4), conducted by Locality and The Harris Poll in November 2024, highlights a critical pitfall most businesses overlook: authenticity is non-negotiable in marketing.

Surveying 1,052 U.S. adults from October 17-27, 2024, the study shows 71% of Americans expect localized messaging, with 81% of 18-34-year-olds prioritizing it (p. 3). Local video ads far outshine national ones in relevance (68% vs. 13%), trust (47% vs. 12%), and purchase intent (63% vs. 13%) (p. 4). Viewers are 6x more likely to see brands in local ads as community members (63% vs. 11%), forging stronger bonds (p. 4).

The report underscores the power of combining local streaming, broadcast, and social media video with over 70% of viewers agreeing local ads enhance relevance (74%), trust (73%), and curiosity (73%) (p. 5).

Ads during local news and sports boost brand perception, with 43% and 40% of viewers respectively viewing brands more favorably (p. 6). Real-world examples, like a Milwaukee Culver’s ad (89% purchase consideration) versus a national Panera ad, and a Jacksonville Goodwill ad (88% trust), showcase local ads’ “lift” in engagement and resonance (pp. 7, 9).

Using local news and sports as part of your marketing campaigns – and regular social posts – are an even better way to localize your content. – R. Michael Brown

A Miami Mercedes-Benz ad, spotlighting dealerships early, gained a 9-point lift in community perception over a national version (p. 11).

Locality’s leadership stresses authenticity: “Local approaches need to feel authentic… true to the brand and find a relevant local connection” (p. 4). CEO John Gerzema adds, “Local relevance isn’t just a ‘nice-to-have’—it’s a powerful driver of trust, engagement, and action” (p. 2). The report concludes that localized strategies maximize ROI by aligning with community values (p. 12).

The Answer for Your Local Business

Tap into this untapped potential with R. Michael Brown, a marketing and video content expert. Michael crafts authentic, compelling narratives that avoid the pandering trap and drive results. He’s the author of a new eBook – You Are the Media Now: 8-Step Content Marketing System to Boost Sales.

To leverage these insights, hire Michael, a seasoned marketing and communications expert and video writer and producer specializing in video content. With a proven track record, Michael crafts compelling, authentic narratives that resonate locally, driving engagement and trust.

As the report suggests, “tailoring campaigns to local audiences… raises ROI and brand loyalty” (p. 12). Contact Michael today to transform your brand’s marketing strategy, harnessing The Local Lift to connect with communities and boost results. Don’t miss the opportunity to turn data-driven insights into action—let Michael produce your next standout campaign!

Don’t let inauthenticity derail your success—act now!

Click Here to Download a Copy of the White Paper Report from AdAge

See New Ebook – You Are the Media Now: 8-Step Content Marketing System to Boost Sales