BIA/Kelsey helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
BIA/Kelsey’s survey of businesses that use programmatic reveals that users of this type of advertising are optimistic. More than 66% indicating they plan to increase their annual spend in 2018.
- What are the top media channels by spend and ROI for programmatic advertisers?
- What new media channels will programmatic advertisers embrace this year?
- What are key selling strategies to win over programmatic advertisers?
Subscribe to BIA ADVantage to get complete insights into the spending intentions of programmatic advertisers.
BIA/Kelsey Forecasts U.S. Local Advertising Revenues to Increase 5.2 Percent in 2018 to $151.2B; Largest Annual Increase in Five Years
BIA/Kelsey’s new advertising forecast reveals that a mixture of a robust economy, a competitive political landscape and significant growth in mobile/social media will combine to drive a notable increase in local advertising revenue next year.
BIA/Kelsey forecasts that ad spending in local media will reach nearly $76 billion by 2021, making it an attractive and lucrative target for cybercriminals. However, ad fraud is siphoning revenue away from legitimate publishers and delivering the wrong audiences to advertisers.
Advertisers spending ad budgets to target local audiences and local media publishers alike should not only be aware of the risks of ad fraud but also take proactive action to contain this growing threat.
To assess the risk of fraud, BIA/Kelsey, in collaboration with Marketing Science Consulting Group, conducted a series of studies to assess the risk of fraud in programmatic media targeting local audiences. Download the complimentary report here.
BIA/Kelsey tracks the value of transactions in TV and radio and the number of stations sold in each industry on a monthly and year-to-date basis. View all the details.
– Mark Fratrik, SVP and Chief Economist BIA/Kelsey