In BIA's August forecast update, the Leisure/Recreation super vertical suffered the greatest declines in ad spending for 2020. The eleven subverticals will show overall ad spending declines in 2020 versus 2019 ranging from -27.3 percent to -38.0 percent. Theme 1:…
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…
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.…
Advertising in local can be a challenge for highly specialized businesses, especially in the professional services like realtors, accountants, lawyers, therapists, web designers, pr and marketing services. The professional services industry is changing rapidly with disruptors from technology to customer…
eSports is a form of competitive video gaming where real online video gaming players engage in virtual sports contests before live and online spectators. What's most fascinating about this emerging marketplace is the opportunity for media companies. eSports offers a…
More than half of radio advertisers (53.4%) are planning to increase their advertising spend in 2019, compared to only 35% of the businesses in our annual SAM™ survey. Radio advertisers use an average of 13 different media channels for advertising. What do they plan to increase their…
Consumers adoption of technology challenges advertisers and marketers to always look ahead for what new technology will capture their attention. With 180 million people listening monthly, streaming audio is becoming more prevalent. According to Edison Research, 64% of the US…
At our BIA LOCAL IMPACT Los Angeles event in July 2018, we featured a LaaS workshop where leading solution providers shared case studies demonstrating the ROI for national brands using data-driven tech platforms for local marketing activations. Our goal in sharing…
Local media executives already are or soon will be headed into budgeting season. CEOs, CROs, and CFOs will be working with executives at their various business units to develop top-level views of advertising expectations and other secular and cyclical industry…
National brands want to both look good at the local level and drive engagement. Balancing brand policies with local autonomy is boosted with automated platforms. The "Local as a Service" (LaaS) space is dynamic and innovative, comprising a landscape of companies…
In this BIA Vantage Points invited post, Premium Media 360, a TV data automation firm that synchronizes data among media and agency partners, argues that having data and automating TV advertising platforms are critical success factors. However, there remains the…
BIA/Kelsey's announced at Vidweek's Programmatic Summit and in its new insight report, The Rise of Advanced TV Platforms, that its updated (June 2017) local video forecast calls for linear and digital video platforms to grow by $5.4 billion from $31.9 billion in 2017…
A generational change in television advertising is underway. The industry is, first at the national level but certainly moving into local television, moving beyond buying and selling based on gender/age demographics and into advanced audience targeting. USIM's Mitch Oscar, a…
To help the radio industry and those who follow it, BIA/Kelsey has decided to issue quarterly local radio revenue reports. Our new analysis will begin the 3rd quarter of 2016 and we'll issue the first report in November. As the local media marketplace becomes…
"Without the right data, decisions can often be guesses," BIA/Kelsey's executive-in-residence Maribeth Papuga observes in her new report, "Data-Driven Audience Planning and the Local Market Advantage." Papuga finds that while (media-oriented) advertisers used to emphasize media environment (e.g., ad placement in a particular…
The Local Media Association just released a new study that summarizes some of the current thinking and analytics around co-op. "Co-Op: Are You Leaving Money on the Table?" reports that, "digital co-op is now offered by 69 percent of manufacturers .…
Deliver on Promises It's not surprising that the top characteristic SMBs said they want from their local sales person is that they deliver on what they promise. While sales is not fulfillment, when setting expectations with SMBs there should be a…
A new era of big data analysis and automation has been heralded in by the rise of programmatic advertising. But what is the actual impact on local? That’s the subject of BIA/Kelsey’s new insight paper: Defining the Local Stake in…
Chicago-based Centro, which helps provide targeted ad solutions to 13,000 publishers -- 4,000 at any given time -- says it is refocusing on providing publishers with complete Demand Side solutions that integrate first party data targeting, hyperlocal mobile tools, digital extensions…
BIA/Kelsey is partnering again with the Local Media Association to produce this year's LMA Native Advertising Interactive Summit next July 15-16 in Washington, DC where we'll share our latest native ad forecast, insights about marketplace dynamics and trend lines of…