What's the forecast in brand-to-local marketing? What's the latest in call commerce? and what are millennials up to? These are a few topics we tackled this week, aggregated into the Local Media Watch newsletter. Click the image below to read…
This is the latest in BIA/Kelsey's Vantage Points series. On a semi-weekly basis, it will tap the perspectives of various lookout points from around the local media and tech sectors. The views expressed do not necessarily reflect that of BIA/Kelsey. Please contact mbolandATbiakelsey if…
Small- and medium-sized businesses (SMBs) that use mobile* media are adopting new marketing and advertising technology more than the average SMBs according to BIA/Kelsey’s Local Commerce Monitor (LCM), Wave 19. Some prime examples include: In store beacons 10% of Mobile SMBs…
BIA/Kelsey's latest forecast projects total U.S. advertising targeting local audiences will exceed $146B. Over 40% of this total will be spent by national brands to localize their campaigns. We predict this will grow at a 4.6% CAGR from $61.2B in 2016 to $73.2B by…
In 2016, we're doing lots of new things with content, including blogging, analyst briefs, and our newsletter. As part of that, we're elevating our Vantage Points program for submitted columns from thought leaders in local. If you have insights, tactical advice or…
The oldest millennials are 35, meaning they fully occupy the all-important 18-34 demographic. That makes examining their buying behavior more important than ever. But what makes them tick? Their unique attitudes compel fresh thinking for building local apps and business…
After all the excitement over e-commerce, 95 percent of U.S. consumer spending still happens offline in local markets. And in the smartphone era, the consideration cycle for all that spending increasingly happens though voice calls. Marchex pegs call-influenced consumer spending at…
What's Facebook's master plan in local? Will mobile payments finally catch on in 2016? And what's Google's fate in a world increasingly dominated by apps? These are a few topics we tackled this week, aggregated into the Local Media Watch…
SMBs that use mobile* for advertising and promotion (Mobile SMBs) outspend those that don't, according to a new report from Local Commerce Monitor, Wave 19, BIA/Kelsey’s survey of small and medium sized businesses. We looked at the average annual spend by…
Local advertising is a hot topic these days. But what is it exactly? More importantly, what's its dollar value? These are key considerations at a time when figures are being thrown around the blogosphere haphazardly. What is meant by "local?"…
SMBs that use mobile* for advertising and promotion (Mobile SMBs) spent 42.5% of their advertising budget on digital media in the past 12 months and plan to spend 44.8% on digital in the next 12 months, according to BIA/Kelsey's Local…
Deep linking continues to gain importance, as mobile takes over our time... time that's increasingly happening in-app. Following our analyst brief on deep linking, we took a deeper dive at BIA/Kelsey NEXT (video below). Google is at the center of…