what prevents local ads from being effective?

Too much information.

Most local ads try to cram far too much information in them.  They become a long list of features and services…none of which the audience remembers.

How do you effectively impact your audience?  …with emotionally driven advertising.

It’s a scientific fact that if you can take an event and link it to an emotion, it will burn into your mind and you will remember it. National ad agencies know this which is why their ads connect to emotion…humor, love, drama, fear, etc.