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Advertising & Marketing in Des Moines - A Guide for Small Business Owners

  • Writer: Flanker Media
    Flanker Media
  • 3 days ago
  • 14 min read


Every community is unique. As a small business owner in Des Moines, it can be difficult to understand the challenges and opportunities available within your neighborhood for advertising. You're constantly bombarded with options - many of them pushed hard by local media companies. How do you make the right decision for your small business when presented with such an overwhelming selection? Television, radio, print, billboards, social media, digital marketing tools, web design - let's face it, you have enough to worry about. Let's take a moment to discuss the unique media environment for the city of Des Moines and the factors in play for someone in your shoes.




Traditional Media Advertising in Des Moines


While many small business owners are quick to dismiss traditional advertising options such as Television & Radio or Print & Outdoor, we would urge you to give them consideration. Tried and true legacy media still has the ability to be incredibly effective with the right target demographics in mind. In this section, we will identify the available options in the Des Moines area for small business owners on TV, radio, billboards and print media.


Television Advertising Options in Des Moines


There are several broadcast and cable television providers in the Des Moines area that allow local ad insertion. Below, we outline each one individually with some pros and cons of every option based on recent viewership data from various sources - and opinions based on our own client success stories.


Broadcast TV Stations



The local ABC affiliate for broadcast TV advertising in the Des Moines area is WOI 5, owned by TEGNA. WOI provides local news coverage throughout central Iowa, with a strong emphasis on community-focused stories and weather coverage. While its local news audience is generally smaller than market leaders KCCI and WHO, WOI remains an effective option for advertisers looking to reach Des Moines-area viewers. The station also carries ABC programming, including college football, NBA coverage, and nationally recognized news broadcasts.



The local CBS affiliate for broadcast TV advertising in the Des Moines area is KCCI 8, owned by Hearst Television. KCCI has consistently been one of the strongest-performing local television stations in central Iowa, often leading the market in local news viewership. Its morning, evening, and late-night newscasts provide extensive coverage of Des Moines and surrounding communities, making it a popular choice for advertisers seeking broad local reach. In addition to local news, KCCI benefits from CBS programming, including NFL football, March Madness basketball, and other nationally televised sporting events.



The local FOX affiliate for broadcast TV advertising in the Des Moines area is KDSM 17, owned by Sinclair Broadcast Group. Unlike the major network affiliates with extensive local news operations, KDSM's programming relies more heavily on FOX network content, syndicated programming, and sports broadcasts. For advertisers interested in reaching sports fans, KDSM benefits from FOX's lineup of NFL football, college football, Major League Baseball, and other high-profile sporting events. While local news inventory is more limited, the station can be a valuable option for campaigns targeting specific demographics and sports audiences.



The local NBC affiliate for broadcast TV advertising in the Des Moines area is WHO 13, owned by Nexstar Media Group. WHO has a long history in central Iowa and maintains a strong reputation for local news coverage. The station's newscasts focus heavily on Des Moines, West Des Moines, Ankeny, Waukee, and the surrounding metro area. WHO also benefits from NBC's lineup of programming, including Sunday Night Football, the Olympics, and major entertainment programming that can help advertisers reach a broad audience.


Cable Television Providers



Mediacom has been a leading provider of cable television services throughout the Des Moines metro and much of central Iowa for decades. While traditional cable TV viewership has declined as streaming services continue to grow, cable advertising still offers opportunities to reach local audiences through targeted ad insertion. OnMedia, the advertising division of Mediacom, sells advertising inventory across dozens of popular cable networks, allowing businesses to reach viewers watching channels such as ESPN, HGTV, CNN, Fox News, and many others. Because advertisers can select specific networks and programming, cable television remains a useful option for reaching audiences based on demographics and interests. OnMedia is headquartered in West Des Moines and continues to offer both television and digital advertising solutions throughout Iowa.



Many business owners are unaware that advertising opportunities also exist through satellite television providers such as DIRECTV and DISH Network. Similar to cable advertising, these providers offer local and regional ad insertion opportunities on a variety of national cable networks. One advantage of satellite television is its ability to reach households throughout both the Des Moines metro and the many rural communities that surround central Iowa. This broader geographic coverage can be beneficial for businesses that serve customers across a larger trade area.

However, advertisers should carefully consider their target geography when utilizing satellite television. Unlike some cable advertising zones that can be highly localized, satellite advertising often reaches a wider footprint, which may include communities outside a business's primary service area. For companies with a regional customer base, this expanded reach can be an advantage. For businesses focused primarily on the Des Moines metro, more targeted advertising options may provide greater efficiency. DIRECTV and DISH have continued to expand their addressable advertising capabilities, allowing advertisers to target audiences based on geographic and household characteristics rather than relying solely on broad market coverage.



Radio Advertising Options in Des Moines


Unsurprisingly, there are even more traditional FM/AM radio advertising options in the Des Moines area than television providers. Below are some of the most prominent radio ownership groups serving central Iowa. Interested in streaming audio advertising? We discuss those opportunities further in the Online & Digital Media section.


Radio Stations & Ownership Groups


iHeart Radio


iHeartMedia is one of the largest radio broadcasters in the Des Moines market, operating several well-known stations including NewsRadio 1040 WHO, 107.5 KISS FM, 100.3 The Bus, 96.9 The Bull, and 106.3/1460 KXNO. These stations collectively reach a wide range of audiences, from news and talk listeners to sports fans, country music enthusiasts, and Top 40 listeners. Because of this variety, iHeartMedia offers advertisers significant flexibility when targeting specific demographics. In addition to traditional radio, iHeart Media also operates the iHeartRadio streaming platform, providing opportunities to extend campaigns across both broadcast and digital audio channels.


Cumulus Media


Cumulus Media operates several established stations in the Des Moines market, including 95 KGGO, Nash FM 97.3, 92.5 KJJY, and 98.3 The Vibe. The group's lineup spans multiple formats, including classic rock, country, and contemporary hits, allowing advertisers to reach a broad cross-section of central Iowa consumers. For businesses looking to build awareness throughout the Des Moines metro and surrounding communities, Cumulus stations provide strong market coverage and well-established listener bases.


Saga Communications


Saga Communications operates one of the largest radio portfolios in the Des Moines market through its Des Moines Media Group. Its stations include 93.3 KIOA, STAR 102.5, LAZER 103.3, 104.1 EZ FM, ESPN Des Moines, and several additional niche-format stations. This diverse lineup allows advertisers to reach a wide range of audiences, from classic hits and adult contemporary listeners to rock fans and sports enthusiasts. For businesses looking to build awareness across central Iowa, Saga offers broad market coverage and multiple station formats under a single ownership group, making it easy to target specific demographics and listener interests.



Billboard Advertising in Des Moines (Static & Digital)


There are several companies offering highly visible outdoor advertising inventory throughout the Des Moines metro area. Billboard advertising is typically purchased based on factors such as location, traffic volume, visibility, board size, and whether the display is static or digital. For many local businesses, billboards are most effective when placed along major commuter routes and near the communities they serve.


Billboard Companies with Local Inventory


Lamar Advertising


Lamar Advertising is one of the largest outdoor advertising companies in North America and maintains a significant presence throughout the Des Moines market. Advertisers can choose from both traditional static billboards and digital displays located along major corridors such as Interstates 35, 80, and 235, as well as other heavily traveled roadways throughout the metro. Lamar provides audience impression estimates and an online inventory platform that allows advertisers to browse available locations and digital opportunities throughout central Iowa.


BM Outdoor


BM Outdoor is an outdoor advertising company with inventory available throughout the Des Moines market and across the United States. The company offers both static and digital billboard placements, including locations along major highways and commuter routes serving the metro area. As a national operator, BM Outdoor provides advertisers with opportunities to reach both local audiences and travelers throughout central Iowa. In addition to traditional billboards, BM Outdoor's portfolio includes transit advertising on buses and rail systems, airport advertising, wallscapes, and other specialty out-of-home media formats. The company also provides traffic and impression data to help businesses evaluate and select advertising locations that align with their target audience.


Reagan Outdoor Advertising


Reagan Outdoor Advertising operates a growing network of billboard locations throughout Iowa, including several placements within the Des Moines market. The company offers a mix of static and digital inventory and is particularly known for its strong presence along major highways and transportation corridors. Reagan's Iowa footprint extends well beyond the metro area, making it a viable option for advertisers seeking both local and regional exposure throughout the state.


Dart Advertising


In addition to traditional billboards, advertisers in Des Moines can also utilize transit advertising through the Des Moines Area Regional Transit Authority (DART). DART offers advertising opportunities on buses, bus shelters, benches, and other transit-related assets throughout the metro area. Transit advertising can be especially effective for businesses looking to increase visibility within urban areas and reach commuters, pedestrians, and residents throughout Des Moines and its surrounding communities. Unlike traditional billboard advertising, transit ads often provide repeated exposure within neighborhoods, commercial districts, and downtown areas where consumers live, work, and shop.




Direct mail may be considered archaic by some, but there are many reasons to give it consideration for your small business. With the addition of many data points to help filter demographics and other behavioral factors, direct mail can be a potent tool for reaching people where they live or work in Des Moines. Below we've included three specific tools & strategies to explore with direct mail marketing.


Direct Mail Tools & Strategies


EDDM (Every Door Direct Mail)


EDDM campaigns, or 'Every Door Direct Mail', are executed based on existing mail routes used by USPS (United States Postal Service) carriers. You can access these routes according to zip code using the USPS online tool. What makes EDDM routes even more useful for localizing your message is that routes can be filtered based on additional data points including household income, age and average household occupancy. Using that data can help you better qualify each route according to your goals. Another significant advantage of EDDM is that the postage route per piece is significantly less than retail rates. Use Every Door Direct Mail to carve out distinct limits for your message within the exact proximity you want!


Targeted Lists via Third Party Data


Do you need to qualify your target audience even more than just routes, income or age? Another overlooked capability of direct mail campaigns is the ability to purchase third party mailing lists to access addresses for specific groups such as:

  • Household registered auto purchases by brand

  • Household age or taxable value

  • Specific industries, business types or employee head counts


Coupons & Flyer Distributors


There are some direct mail companies that specialize in providing bulk rates for coupons or flyers that are sent out in booklets or envelopes. Examples for this would be a company like ValPak, which has a presence in the Cedar Rapids area. The advantage to using a service like this is a lower per unit rate - the disadvantage is that your message may be shared amongst other coupons & flyers.




Print Companies with Local Ad Inventory


The Des Moines Register


The Des Moines Register is the largest newspaper in Iowa and has served as the state's primary news source for more than 175 years. Owned by Gannett, the Register provides extensive coverage of Des Moines, central Iowa, state government, business, sports, and local events. For advertisers, the publication offers a variety of print and digital advertising opportunities, including display ads, inserts, sponsored content, and newsletter placements. While newspaper readership has declined nationwide as consumers increasingly turn to digital sources for news, the Register continues to maintain a substantial audience throughout central Iowa. Businesses considering print advertising should be mindful that newspaper readership tends to skew older than many other media channels.


CityView


The CityView is a free weekly publication focused on local news, entertainment, dining, politics, and community events throughout the Des Moines metro. Since its launch in 1995, Cityview has become a popular resource for residents looking to stay informed about local happenings and cultural activities. The publication is distributed throughout the metro area at restaurants, retail locations, and other public venues, providing advertisers with opportunities to reach engaged local consumers. In addition to its print edition, Cityview offers digital advertising opportunities through its website and email newsletters.


Ames Tribune


The Ames Tribune serves Ames and the surrounding Story County area, providing local news coverage, community updates, sports reporting, and features relevant to residents of one of Iowa's fastest-growing regions. Owned by Gannett, the publication offers both print and digital advertising options for businesses looking to reach consumers north of the Des Moines metro. For advertisers targeting audiences in Ames, including residents connected to Iowa State University and the broader Story County community, the Ames Tribune can be a valuable addition to a local media strategy.




There are so many places and platforms to advertise online that evaluating what's best for your small business can be a difficult task. Below we've identified some paid advertising strategies with the capabilities of narrowing your message down to a zip code level. Most of these tools have the unique capabilities of not only localizing your campaign to the Des Moines area, but adding in valuable targeting options to filter by things like keywords, behavior, interests or recent site visits. Let us help you simplify the world of online digital advertising!


Pay Per Click Advertising on Google & Microsoft (PPC or SEM)


Pay Per Click ads, sometimes referred to as PPC or SEM, are triggered to appear at the top of the results of a search engine based on keywords within a user's search and other factors such as geo-location. PPC ads can be used in different ways to target very specific questions, products or services people are searching for near you. The two largest PPC providers are Google and Microsoft. Google (as of this writing) owns a massive advantage in search traffic market share and is the priority of the two for most small businesses. There are advantages to Microsoft Ads, however, as they allow for simultaneous presence in Yahoo, AOL and DuckDuckGo search properties based on your decision to enable partnered providers.


With PPC ads, you can easily pair your web content with relevant search results in your market area - giving you the opportunity to compete for relevant traffic right away. We use this tool for many of our small business clients in Cedar Rapids.


Google Local Service Ads (Google Guaranteed)


Google Local Service ads are available to a select group of professional and service based businesses and are charged per lead similarly to services like Angi or HomeAdvisor. Prospective customers that search for services related to your business can send you a message or call you directly from these ads that are placed at the top of search results in the same general area as PPC ads. Local Service Ads are denoted by a green checkmark following a verification and background check process facilitated by Google. You can read about the services eligible to use Google's Local Service Ads in another article.


Paid Social Media Advertising


When "social media" is discussed with most small business owners, the initial conversation is usually centered around their efforts to schedule and post to their company page regularly - whether that be on Facebook, Instagram, TikTok, Snapchat or elsewhere. Every business and platform is different, but we often find that the conversation about social media steers toward questions like "why isn't it working for us?". While we're not advocating for you to abandon your posting strategy, we find that many small businesses would benefit from adding paid campaigns to their plan of attack. Free, organic posts can work great for some industries - however others may find that building a following isn't worth the time and paying for views is a better use of time (assuming the platform is a good demographic fit). We discuss organic social media opportunities in another article.



With the seismic shift in media viewing habits over the last two decades, we're seeing more consumption of video content than ever before - and the vast majority of that video content is viewed through a Wifi connection. The popularity of YouTube and the adoption of streaming services instead of traditional cable packages has provided small business owners another medium for reaching potential customers on a hyper-local basis. Similar to PPC and paid social media ads, we can help you create campaigns that target people beyond just age, income or location in Des Moines - but also behavioral factors such as keywords, recent purchasing behavior and other web based data. Ads are typically purchased on a cost per thousand (CPM) basis that is calculated according to all of the targeting layers you decide to utilize.


Flanker Media can provide ad buying opportunities on YouTube TV, Hulu, Roku, Paramount+ and other streaming video exchanges.


Retargeting or Remarketing Ads


Looking to stay in front of your existing or prospective shoppers as they shop online? Retargeting ads, or sometimes referred to as remarketing ads, can be a cost-effective way to keep your audience engaged. By linking up analytics accounts tied to your website with ad platforms, we can help you service both display and video ads to users that have previously visited specific pages of your website. Have you ever visited Amazon during the holidays and had a specific product ad follow you around online? Your small business can do this too!




Search Engine Optimization (SEO)


Trying to explain all of the strategies and technical theories related to search engine optimization (SEO) in one, short section of this article would be impossible. That said, there are some fundamentals that a small business in Des Moines can follow in order to stay competitive in organic search results. We will briefly touch on those here - but know that each industry and market will differ greatly. If you need help building a strategy for your website, we would be happy to provide a consultation.


Best Practices for Optimizing Your Website


There are a few tried and true methods for getting your website to rank organically for the keywords you covet. The bullets below look to simplify a handful of these concepts as much as possible. If you need help with this, our team is ready to assist you!

  • Pair each page's keyword content with what people are looking for. How do you accomplish this? There are tools available (many of them free) to see the specific searches people are making related to your products and services in the Des Moines area plus estimates on the seasonal volume of that traffic. Do research to make sure your page appropriately covers what people are looking for.

  • Be thorough and organized when structuring content. Are you an expert in your field? Don't be afraid to flex that knowledge by providing deep, thorough explanations of what you do. Use organized headings to signal to Google how to prioritize the info on your page. It's not a bad rule of thumb to try and hit at least 500 words on each page you'd like to rank for in a search engine results page (SERP).

  • Your meta titles and descriptions for each page should prioritize the keywords you're looking to rank for. Meta titles and descriptions are the way a web page is displayed in a search result. The clickable text link is the meta title and the descriptive text underneath is the meta description. Make sure you maximize the words you use in each - without being too wordy!

  • Regularly update your site with new information and resources. This can typically be accomplished by adding a blog to your site - but can also involve adding more valuable content to other pages as you get an understanding of what customers are looking/asking for on your site. One great way to ensure you stay consistent in adding site content is building an annual calendar that becomes part of your routine.


Creating a Content Calendar


Have a lot to say about your business that you think people will find valuable? Build a plan to write about it consistently! A content calendar is an outline to you or someone internally to integrate content creation into your work routine. One tip that we love: are you a business that takes frequent project photos? Possibly before and after galleries? Turn your gallery into blog articles! Chronicle the change that needed to happen, the process you used to help, and other details such as products, locations and testimonials. This creates a richer experience for prospective customers and helps enhance your content footprint with search engines (and better social media posts!).


Could You Use Help Creating an Advertising Strategy?


While this list is far from exhaustive, you're probably now exhausted if you've read this far. If you need help creating a strategy backed up by data and unique creative insight, the staff at Flanker Media would love to have a conversation with you about how we can put your small business in front of the right people without frivolous spending. Our consultations are free - so what do you have to lose? Contact us here. 


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