Attribution is Coming to Local TV: Highlights from BIA’s Study for TVB

Attribution is coming for local TV and local TV stations will face increasing scrutiny around their attribution analytics.

In a new report commissioned by the TVB, BIA conducted interviews with media, agency and attribution vendor executives to get a sense of the landscape and trends for where the market’s headed for local TV and attribution.

A few key insights and takeaways from the research are available here.  The full report, a VOD webinar and slide deck are available to TVB members.

BIA Projects $15.1 Billion in Auto Vertical Ad Spending

Automotive dealers, local dealer associations, and manufacturers will spend approximately $11.3 billion on local advertising nationally in 2019. This ad spend represents 75 percent of the $15.1 billion auto vertical.

More forecast findings available here.

A full analysis of the automotive industry is available in the report, Insights into Local Advertising: Automotive Industry. The report offers strategies for both media and platform companies on approaching and driving revenue with businesses in the automotive industry.

Selling to Local Businesses – New SAM Report

The advertiser report, Selling to Local Businesses, indicates most local advertisers nationwide will hold steady on their total ad total spend and media allocations this year, but there is opportunity to grow existing ad spend for TV, mobile and social ad sellers.

Entertainment industry advertisers (i.e., amusement parks, sports teams, motion picture theaters and other entertainment venues) indicate they may make a slightly higher investment in advertising this year.

Overall, the research indicates ad sellers must be able to deliver personalized, targeted communications that deliver on important customer engagement KPIs.

More on the findings here.  Purchase the report here. 

The report is based on findings from BIA’s proprietary survey, U.S. SAM™ Survey of Advertising and Marketing.

2019 U.S. Local Advertising Forecast

This comprehensive forecast covers all forms of targeted messaging to geographic markets spent by national, regional and small and medium-sized business advertisers.

It includes a five-year national overview of total U.S. spending in local markets and market-based advertising revenue estimates for top media (i.e., Local Video (Including Local Over-the-Air Television, Local Cable Television, Out-Of-Home Video, Mobile Video), Local Radio, Online / Interactive (including Local Online/Interactive, Local Search, Local Display), Mobile, Direct Mail, IYP and PYP, Out-of-Home, Social, Newspapers and Local Magazines.)

Available for purchase here.

National Brands to Spend $62.7B Targeting Local Consumers in 2019, According to New BIA Report Available from Vya

BIA estimates national brands will spend $62.7 billion in 2019 to target local consumers. Spending trends behind this number indicate brands will invest heavily in local marketing and advertising programs.

Examine franchisee local marketing trends, advertising budget allocations and top media channels in BIA’s 2019 Brand and Franchisee Advertising and Marketing Insights report.

Download the full report for free, courtesy of Vya.