BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
BIA Estimates OTT Local Advertising to Exceed $2B in 2022; Sharp Increase in Spending Makes It Fastest Growing Local Advertising Platform
A new research report from BIA Advisory Services reveals that over-the-top (OTT) is one of the fastest growing channels for local media and increased at a rate of 43 percent compound annual growth from 2020 to 2022. Sponsored by Vevo, the report, OTT – The Rising Star in Local Ad Spending: Regional and Business Vertical Trends, shows that BIA forecasts just over $2 billion in OTT advertising in 2022, up from just over $1 billion in 2020. This substantial growth now gives OTT the distinction of being the fastest growing local advertising platform. BIA defines OTT ad spend as comprising ad spending targeting local viewers of long form premium video content delivered via the Internet.
NextGen TV Datacasting: What’s Ahead for Local Television
Hear from the front line about recent developments in ATSC 3.0 or NextGen TV datacasting. BIA’s forecast is that by 2030, the local TV industry’s ATSC 3.0 infrastructure will generate about $10 billion in non-core revenue that is additive to advertising and retransmission revenue. How will the industry get there.
Our guest is an expert on the topic of local television, ATSC, and NextGen, Mark O’Brien, who is the President and CTO of SpectraRep. SpectraRep is one of the few firms working with local TV stations to generate datacasting revenue. O’Brien shares his perspective of what’s next for local television when it comes to broadcasting and non-core revenue opportunities.
2022 Winning Local Media Sales: Out-of-Home Opportunities
In the local advertising marketplace, one channel is worth noticing this year: Out-of-Home (OOH). Recent data points speak to the recovery this channel is experiencing post pandemic and the growth over the last year:
- BIA’s forecast estimates the channel will grow 8.4% year-over-year, which is up 25% from drastic declines in 2020
- The Out of Home Advertising Association of America (OAAA) reported in August that OOH ad revenues in the second quarter of 2022 have nearly reached 2019 levels.
View this webinar as BIA and SalesFuel examine this channel and identify opportunities for local sellers. View On-Demand.
Transaction Update for Television and Radio (Year-to-Date):