At NAB Headquarters in DC today, BIA is welcoming traditional and digital media executives to discuss the robust DC/VA/MD ad market at our first regional event of this year, LOCAL IMPACT DC. We are also officially announcing our name change. First, let’s discuss the event today, with our co-hosts NAB Pilot.
According to our forecast, local advertising will reach $7.9 billion across the Baltimore-Washington area. Representing over 73 percent of the ad spend are the vertical categories of retail, financial/insurance services, general professional services, automotive, restaurants and wireless telecommunication carriers (excluding satellite). Advertising expenditures are flowing to Direct Mail, TV Over-the-Air, Mobile, Online and Radio Over-the-Air.
Today, at LOCAL IMPACT, we’ll examine this ad spend, while layering in discussions about advertiser spending intentions, advanced TV and programmatic, location-targeted mobile campaigns, ATSC 3.0, multiscreen content, brand-to-local marketing and the state of media and vertical ad spend. A brand new session at our LOCAL IMPACT series, Local as a Service™ (LaaS), will dive into local marketing automation, aka, “through channel marketing automation.” It’s a lot to pack into one afternoon, and we are very pleased to welcome so many highly-regarded experts to this discussion (see full speaker list below).
These discussions flow from our renewed focus at BIA. As you may have noticed, we’ve re-branded ourselves recently to reflect our new orientation in the market. We are now going by the name BIA Advisory Services and we make this adjustment with acknowledgement and gratitude to the 35+ years of exceptional work both present and past professionals have accomplished to make this company an enduring, trusted media advisor.
We’re very excited about the changes, challenges and opportunities for the local industry as we look ahead, and we are honored to be at the center to work diligently with our loyal clients who put their confidence in us. We don’t take our responsibility lightly.
We see very important roles for market intelligence, analytics and insights, and advisory services and are committed to providing market education and guidance that supports the success of our clients and their customers.
A key element of new initiative is our local market intelligence dashboard, BIA ADVantage, that delivers local market forecasts, insights and analysis to digital and traditional media clients in over 150 markets.
To everyone with us in DC today – welcome! And, if you aren’t here today, we hope you will join our LOCAL IMPACT discussion in a different city (see the full schedule) and invite you to reach out to us to have a fresh conversation.
Welcome LOCAL IMPACT DC Speakers:
William Batson, VP/Director of Sales, Hudson MX
Michelle Campbell, Senior Director National Sales, E. W. Scripps
John Clark, Executive Director at PILOT of NAB
Derrick DeCarlo, Sales and Business Development Executive at GroundTruth
Luke Frans, Managing Director, Deep Root Analytics
Frank Friedman, President at Publicis Local Media Exchange
Craig Karmazin, CEO/Founder, Good Karma Brands
Nicole Meade, Programmatic Account Executive, E. W. Scripps
Dan Mellon, GM of WJLA, Sinclair Broadcast Group
Brendan Morrissey, CEO and co-founder at Netsertive
Steve Passwaiter, Vice President and General Manager, Political at Kantar Media
Lisa Rigsby, Sales Strategist, SalesFuel
Dick Wiley, Chairman Emeritus Wiley/Rein, Former FCC Chairman