This is the latest in BIA/Kelsey’s Analyst Workshop series. It delivers analyst insights through video renditions of recent presentations. Embedded video clips contains slides with analyst voiceover.
Local ad revenues will hit $146.3 billion this year, growing to $172.2 billion by 2020. This according to BIA/Kelsey’s U.S. Local Advertising Forecast 2016. It measures localized ad media, both traditional and digital.
BIA/Kelsey analyst Abid Chaudhry recently unpacked some of the forecast takeaways and drivers. His analysis zeroes in on what the data indicate for SMB advertising, and the local media organizations that sell to them.
The short version: local ad growth comes with a continued shift towards mobile, social and service commerce. The name of the game is guiding SMBs, while balancing a high-touch consultative approach (read: costly) with healthy margin.