2018 Local Advertising Outlook

Borrell Associates

Americas

Category Advertising Spend

Media associated with this project

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Overview

This is a summary of our annual local marketing and advertising survey, which this year had 3,551 participants and spanned more than 40 questions. Respondents told us about their current marketing goals, which types of media they're using to achieve those goals, how they make decisions about advertising, and what they're planning to cut and increase. It drills down on social media, which consistently ranks highest among local advertisers for effectiveness. We also drilled down on two other important but oft-overlooked marketing channels: email and events.

Methodology

This is a summary of our annual local marketing and advertising survey, which this year had 3,551 participants and spanned more than 40 questions.

Reach of Media Related to the Research

local media digital

Type of Media Related to the Research

Cross-media