Media strategies to reach your New Hampshire audience

Latest New Hampshire marketing trends and media tactics to reach consumers

New Hampshire is a small state with big marketing opportunities. But do you know how to best reach our state’s consumers? Staying on top of the latest New Hampshire marketing trends and media tactics is key. Here, we provide answers that can benefit your brand and your bottom line.

Q: How important is paid search in the New Hampshire marketing mix?

A: New Hampshire has one of the lowest costs per click in the country — 28 percent lower than the U.S. average. This means each marketing dollar spent results in more clicks, making your money go further. With average paid search spend for 2022–24 projected to exceed pre-pandemic levels, you need to be showing up, or you’ll be losing out.

Q: What TV options are available for New Hampshire businesses?

A: More than 80 percent of residents subscribe to cable TV, which allows you to target geographically and choose the zones in which you want your ad to be seen. You can also identify networks and dayparts based on your target demographic’s viewing habits.

With most local news watchers tuning into WMUR, which offers statewide coverage, broadcast TV can be an effective way to reach broader viewership.

Marketers project a bump in broadcast TV ad spend for 2024–25 due to the upcoming presidential election and summer Olympics.

Over-the-top (OTT) is the most recent addition to the TV advertising menu. OTT’s digital platform allows advertisers to get granular in targeting by using parameters like household income, interests and hobbies while providing reporting features that cable and broadcast TV don’t.

Q: Is out-of-home (OOH) something to consider?

A: Over 677,500 New Hampshire residents commute to work, with an average commute time of just over 27 minutes for drivers. With roughly 350 billboards statewide, plus alternative placements like vinyl, digital and bus shelters/wrappings, OOH is an effective way to get your brand in front of a broad audience.

Q: Are the days of radio advertising over?

A: We don’t think so. While radio has to share consumer attention among more channels than never, it still has a valuable role in the overall mix. With cars serving as the primary mode of transportation in New Hampshire, drivers are a captive audience. Marketers can take advantage of this opportunity through traditional radio spots on one of our state’s 114 AM/FM stations. Additionally, digital platforms like Spotify offer another layer of coverage with hyper-targeted zip-code segmentation. Over 70 percent of adults listen to digital audio, and with Spotify listenership on the rise and placements available for as little as $500, this is a great place to get your feet wet. So, while traditional radio advertising remains steady, it is adjusting to a digital market.

Q: What about programmatic advertising?

A: Programmatic advertising uses automated technology to leverage real-time bidding as a cost-effective way to buy media at scale, putting you in front of the right audience at the right time, wherever they are online. In the world of programmatic, New Hampshire has no distinct advantage over other states, however global programmatic ad spending is projected to reach almost $142 billion in 2023, about 33.5 percentof all digital media ad spending.

Q: Where does geotargeting fit in?

A: Geotargeting allows you to hone in on surrounding areas, with your ads appearing to people most likely to make a transaction with your business. Popular New Hampshire events and attractions — such as NASCAR, Laconia Motorcycle Week, leaf peeping and skiing — offer great opportunities to connect with the right prospects through display advertising. Geotargeting further assists in this effort by reaching users who enter a virtual perimeter.

Alyssa Walsh is the media director for EVR Advertising, a full-service agency that leverage the latest tactics to create customized marketing strategies that connect with your target audience.

Categories: Marketing & Advertising