Category: Ad Campaigns
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Economic Pulse: BIA’s Monthly Quick Take for May 2023
Earlier this year, in this very blog, I posed one question everyone has been asking and another that had been bugging me – First, ‘Are we in a recession?’ and second, ‘Does it even matter?’ Now, with nearly half the year behind us (!!), it makes sense to look back and try to answer those…
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Economic Pulse: BIA’s Monthly Quick Take for April 2023
Are you feeling confused? Do you keep hearing about how things are improving in the economy and yet you find yourself feeling more and more unsure about your personal situation? You are not alone. While over a third (35 percent) of Americans say they are better off financially than a year ago, half (50 percent)…
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Leading Local Insights Podcast: Holiday Retail Advertising Spend 2022
With the holiday shopping season starting earlier than ever, all eyes are on Retail stores and their outlook for ad spending. BIA has been tracking expectations in our U.S. Local Advertising Forecast and have issued our analysis in a two-part report series that looks at larger retail outlets (i.e., Clothing Stores, Department Stores, Home Centers,…
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Radio Buyers With DEI Goals Can Now Target Black Owned Radio for Local Ads
As part of welcome and burgeoning Diversity, Equity, Inclusion (DEI) initiatives, marketers and agencies are making commitments to invest more of their ad spending in minority owned media. The problem has been finding a definitive listing of these media. According to the FCC there are over 15,000 AM and FM radio stations. NABOB and BIA…
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Auto industry supply chain, Tesla as maverick and cars as an ad platform. A podcast conversation with Roger Lanctot.
Strategy Analytics’ Roger Lanctot is director of automotive connected mobility, and a self-described, “not a car guy.” However, Lanctot is the go-to guy when you want to understand what is going on in the industry, especially when it comes to future trends, infotainment, mobility and connected cars. Roger joined BIA for a Leading Local Insights…
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The New Rules for Streaming TV Local Advertising
BIA Advisory Services and Premion explore pandemic induced changes in the local ad market for streaming TV, as well as look ahead to trends to forecast 2021-2022 ad spending in the report, A Marketer’s Guide: The New Rules Ahead for Streaming TV Advertising, which is now available for download. The goal of the report is…
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Leading Local Insights: Episode 9: Building Rate Cards for the Pandemic
In a recent edition of BIA’s Vantage Points series, Emilee Bond, director of the media vertical at Revenue Analytics had a conversation with BIA’s managing director, Rick Ducey, about using data, analytics, AI and a software platform to automate the process of building rate cards in the post-pandemic period where historical pricing signals may be more confusing than…
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Navigating the Local Ad Marketplace During the Pandemic: Key Economic Takeaways
During the webinar, Navigating the Local Ad Marketplace During the Pandemic, BIA’s Thomas Buono (CEO and Founder) and Rick Ducey (Managing Director), along with C. Lee Smith, President/CEO of SalesFuel and Jeffrey Hayzlett, Chairman of C-Suite Network and Primetime Television & Podcast Host, offered key insights on navigating the local ad marketplace during the COVID-19…
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COVID-19 and Impacts on Local Advertising
The COVID-19 pandemic has propelled the local media market into a situation where normal rules don’t apply, and the new playbook hasn’t been written yet. Business leaders desperately seek insights and guidance about how to steward their brands through a disrupted marketplace. Media executives face the anomaly of rising audience levels, but suspended, decreased and…
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New Year’s Resolution: Help Advertising Clients Navigate Emerging Data Privacy Policies
With tomorrow’s dawning, California will rumble as the epicenter of yet another seismic event. This time it’ll be shifting tectonic plates in the data and marketing world that’ll spin the dial on the Richter Scale. The California Consumer Protection Act (CCPA) kicks in January 1, 2020 and its aftershocks will reach far beyond California. But…
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Santa’s Addressability Problem
In spite of the rise of marketing clouds, data science, and martech capable of matching individual consumers to specific data from disparate collections of data, we have an Addressability Problem. Let’s view what this means with a timely use case. Tonight, Santa Claus undertakes his annual ritual of loading his sleigh and delivering presents to…
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Ad Agencies Meet ATSC 3.0
Inside the local TV broadcast industry there has been speculation, aspiration, excitement, and hard work bringing to market the new capabilities of Next Gen TV. Most broadcasters are at least optimistic if not fully bullish about new growth and competitive opportunities. Some see the timeline a bit more extended than others. On the marketer and…
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Local Radio Can Win “Digital Dollars” by Getting More Competitive
BIA’s mid-year forecast predicts that the 8 digital local ad platforms we track will generate $59.5 billion of the total $148.8 billion we expect advertisers to spend targeting local audiences. That is 40 percent of the total local ad spending. But BIA sees digital’s share rising to nearly half (49 percent) of all local ad…
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Automotive Drives the Need for Local TV Attribution – Topic of Upcoming Webinar on July 18
BIA and the Secret Society are collaborating on how attribution can help local TV drive grow revenue in the Automotive vertical and will kick this off in a July 18th webinar “TV Attribution: Opinions and Discoveries” to be held from 2pm-3pm EDT. The so-called Secret Society, in which BIA participates, is a broad and voluntary…
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Entertainment Businesses Increasing Local Ad Spend
Local ad revenues for 2019 are forecasted to have a strong year. Unemployment and general optimism for future growth has led to strong consumer spending, with national and local advertisers having greater incentive to increase their spending as well. Local ad spending often follows consumer spend and the entertainment vertical (i.e., theaters, race tracks, sports events, movie…
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SEO Is Key For Local Businesses in 2019
We kicked off this week with a webinar covering advertising trends of local businesses along with a great presentation on how businesses need to adjust their SEO and content for voice search. Local businesses are using multiple channels to keep up with where consumers search for and need their products and services. In our Survey of Advertising…
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Kantar’s Brand Guidance Model Shows Media, Search, Social Used Together Drive Brand Equity, Revenue
Brand marketers are keen to get grounded insights into how their investments in building brand equity pay off in incremental sales. To address this need, Kantar built a brand guidance system based on search and social signals as outcome indicators that show the power media spending as part of the overall funnel driving brand equity…
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Building Your 2019 Revenue Budget: Part 3
In this third part of our series examining how to build a grounded revenue budget for 2019, we’d like to offer our top three recommendations for growth in 2019. Recommendation One: Implement verticals-based revenue budgeting for 2019. It is not enough to just know if you are ahead or behind your overall budget targets, but…
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Building Your 2019 Revenue Budget: Part 2
It’s budgeting season and many of our clients have expressed their concern about next year and beyond. Both certain and uncertain dynamics are at play involving recurrent influences (i.e., politics, Olympic games) and the continuous changes (i.e., digital, consumer content consumption) in the local advertising landscape. No longer is budgeting accomplished with a few keystrokes…