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Targeting local audiences through native advertising in regional media may not be a total game-changer, but it’s certainly a strong driver of conversions for businesses.
By engaging niche demographics and encouraging in-store visits, local campaigns offer some unexpected advantages.
As businesses seek more effective ways to reach their customers, native advertising in local and regional media has become a key strategy.
Studies show that regional media is among the most trusted news sources in Sweden, creating an organic and credible experience for readers. This trust extends to advertisers, making their messages more impactful. But beyond engagement, the real value lies in how these campaigns shape brand perception and influence consumer behavior.
At NTM, one of Sweden's largest local media groups, we’ve seen firsthand how well-crafted native advertising at a local or regional level can significantly reposition brands – especially over a longer period.
The closer a campaign is to home, the stronger its effect on driving foot traffic to physical stores rather than online shopping. This is something we've observed across many of our native campaigns in recent years, particularly in our smaller local newspapers.
The onion strategy
Proximity and local relevance are key in marketing, especially for industries like tourism, heavy industry, and retail.
Regional media outlets provide a direct line to engaged audiences who trust their local newspapers and digital platforms. Businesses that tailor their messaging to local communities build stronger connections with consumers, ultimately leading to higher sales and greater customer loyalty.
Many of our native advertising clients choose to appear in multiple newspapers at the same time, for example in four newspapers across northern Sweden.
This allows them to structure their communication in multiple layers (the onion reference above), from employer branding to actual product promotion, depending on where and when they appear with selected messages. Layer by layer, message by message.
Beyond individual business success, local and regional media campaigns also contribute to the broader economy.
We’ve seen a significant impact in boosting local and regional business growth. In some cases, we can even leverage our entire network of 17 newspapers when it aligns with a company’s objectives.
The missed opportunity in media buying
Despite these advantages, many businesses with strong local roots still invest in national advertising rather than regional campaigns.
While national ads provide broad visibility, they often miss out on the value of local engagement. From a media buyer’s perspective, this centralized approach may seem like a no-brainer, but companies are leaving substantial gains on the table by not leveraging the trust and influence of regional media.
With the right strategies and tools, native advertising in local and regional media offers businesses an effective way to reach and influence their ideal audience. As consumer trust in local journalism remains strong, now is the time for brands to rethink their media strategies and capitalize on the power of a locally driven approach.
Local and regional media can’t afford to sit back and assume that credibility and local reach alone will do the job. We need to be more creative than the competition, think smarter, and stay one step ahead. By doing so, we can turn what might seem like our biggest disadvantage – the lack of national reach – into our greatest strength.
