‘The definition of local changes’: As America staggers reopenings, location-targeting becomes a top advertiser priority

America is cautiously reopening, but the speed at which normal life will resume differs vastly across regions, cities and states. While gamblers are flooding back into Las Vegas casinos, New Yorkers can still only consume their fancy Manhattan cocktails in takeout containers away from the bar.   The staggered nature in which lockdown restrictions have been eased means location-targeting has become a key priority for advertisers as they look to drive customers to stores that are actually open for business. Pre-coronavirus, a U. S. hotel chain client of media agency The Media Kitchen used to target consumers with an intent to travel, no matter where in the world they were located.

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