This research looks at the nature of local advertising markets in the UK and the opportunities this presents for creators of hyperlocal content.

Key findings

• There is an important distinction between two types of online local advertising: local-based advertising (delivered to devices based on consumers’ geographic location), and hyperlocal advertising, which targets a specific town, village or postcode.
• Major advertisers are not likely to use hyperlocal advertising. Instead, they are attracted to location-based advertising, and this is where we believe the major growth in the ‘local’ advertising market will be.
• Advertisers who are most likely to be interested in hyperlocal advertising are those who serve a small geographic catchment area.

At the start of our Destination Local programme, we gathered together a round table of industry experts to identify key areas of research for policymakers and practitioners in UK hyperlocal media. Given the role advertising plays in funding media providers, it’s unsurprising that local advertising was highlighted as a key area of interest. 

Despite many assertions, there was little hard evidence about the size or potential of hyperlocal advertising markets in the UK. This contrasts with the US, where there are several firms which specialise in publishing and analysing data about local advertising opportunities for hyperlocal media. 

To address this knowledge gap, we commissioned Oliver and Ohlbaum (O&O) – one of Europe's leading media strategy consultancies – to help answer key questions about the nature of local advertising markets in the UK and the opportunities this presents for creators of hyperlocal content. 

Authors

Jon Kingsbury, Mark Pearson and Oliver & Ohlbaum Associates Ltd