Mobile Advertising Expected to Surpass Direct Mail for the First Time, in BIA’s 2022 U.S. Local Advertising Forecast; As Economy Grows and Overall Spending Reaches $161.5B

BIA Advisory Services forecasts that for the first-time mobile advertising spending will surpass direct mail as the top media advertising platform in 2022. As revealed in BIA’s U.S. Local Advertising Forecast 2022, the overall local U.S. advertising market is expected to reach $161.5 billion – a 10.1 percent YoY growth – buoyed by overall strong economic tailwinds coming out of 2021.

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Paradigm Shifts in Local Video Audience Measurement

The local video market has been upended by pandemic-induced consumer media changes. There’s a shift toward impressions-based trading, IP device-based measurement, and data science evolutions for targeting and attribution. In turn, there are significant paradigm shifts in building, targeting, and activating consumer segments and attributing campaign performance.

In this podcast Rick Ducey and Mitch Oscar share thoughts and take-aways from a recent BIA webinar they co-hosted on these topics with a leading panel of industry executives.

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Paradigm Shifts in Local Video Advertising: Audience Building, Targeting, and Measurement

Rick Ducey, BIA’s Managing Director, examined the local video marketplace and shared BIA’s ad forecast for 2022. Along with Mitch Oscar, Director of Advanced TV Strategy at USIM, Ducey also hosted a comprehensive Q&A session with an expert panel to answer questions about audience building and targeting, and measurement.

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